HP Innovation Journal Issue 11: Winter 2018 | Page 65

How has printing evolved over time and how
can it help us excel in the future, especially in APJ?
PARIKSHET SINGH TOMAR AYESHA DURANTE
H e a d of A PJ H o m e P rintin g S o l utio n s B u sin e s s , H P A PJ H e a d of M a r ketin g , P rintin g Sys te m s , H P
Thanks to the power of the digital world, there have been
huge changes in the way people consume ever-increasing
quantities of digital content. Our customers today are a mix
of young parents whose primary need is kids’ education,
Millennials, and office users who are coming to understand
the importance of sustainability. These customers’ lives
have gotten very busy; they expect every task to be done
easily and efficiently, and they expect the design to fit their
modern homes or workplace. In the home space, parents
are getting very concerned about their children spend-
ing too much time on their digital devices such as mobile
phones and tablets—potentially causing shorter attention
spans and impacting eyesight.
Keeping these trends in mind, printing has evolved from
“printer” to “smart mobile printing ecosystem,” so that
anyone can print affordably from anywhere and at any time.
Modern designs have more color options and incorporate
the latest technology trends (IoT, voice recognition), while
also being energy efficient and having a lower carbon foot-
print. As we deeply understand APJ customers’ needs, we
are confident that we will excel and maintain our dominant
position in APJ by continuing to lead the market with the
most innovative printing solutions that excite customers.
It is not about print speeds and feeds anymore. It is about
“reinventing print” and changing the way people think
about printing in their lives. The most important trends
driving our business today are:
1. Printed memories in the selfie economy. In 2018, bil-
lions of humans with smartphones will take some
1.2 trillion pictures. Millennials and Generation Zs
are redefining photo printing and the form factors.
An intern at HP inspired the birth of a new category
—Sprocket—opening up a new way for us to engage
young adults who previously were not printing at all.
2. We are integrating social-mobile into everything. Ev-
eryone is connected, irrespective of whether you are an
enterprise user or a homemaker. You can print any-
thing from anywhere on any device. That is huge for us
in APJ, which has the highest concentration of smart-
phone users who live their lives and conduct business
on the go.
3. Printed content and learning. Today’s students see
themselves as digital natives, the first generation to
grow up surrounded by technology like smartphones,
tablets, and e-readers. However, a new study has estab-
lished that printed content helps K-12 students learn
better. A key focus for us is building an ecosystem that
addresses this.
COMMUNITY VOICE
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