HP to revive inkjet printer business

HP is trying to revive the inkjet printer business with a new ink-based
printing platform, known as Scalable Printing Technology (SPT). The company has
launched a host of products based on this revolutionary technology in the
Consumer Fall Launch, a regional event that opened in Singapore. The company
also unveiled its digital entertainment solution-HP Pavilion Media Center PC,
yet another attraction, at the event. All these products would be made available
across the globe by October 2005.

Currently, HP is targeting the SOHO and SME segments with the new print
products, offering high benchmarking speeds, superior print quality and low-cost
per page for both consumers and businesses. "With the new scalable
technology, we are able to offer world-class products at a very reasonable price
across the industry segments and this is a result of HP initiative spread over
five years, and an investment of over $1.4 billion," said Chris Morgan,
Senior Vice President, Imaging and Printing Group, HP Asia Pacific and Japan.

Though at this point digital printing market share is estimated at five
percent worldwide, the company expects this to change in future as more and more
users across the globe are moving from analog to digital.

HP showcased the first printers built on the new Scalable Printing
Technology, which include the world's fastest home photo printing devices that
can produce 4 x 6-inch photos in as fast as 14 seconds and desktop color
business printer, which enables small and medium-sized businesses to print up to
twice the speed and 30 percent lower cost-per-page than color laser printers.

"Today marks a milestone in HP's 21-year printing history and raises
the bar for price/performance for printing at home, office and for the entire
industry in digital prints," said Chris Morgan. However, he said, the
company would continue its focus and leadership in the laser segment too.

HP claims that its new technology is a breakthrough in the architecture and
manufacturing of the inkjet print head, resulting not only in offering low-cost
product but with high speed. As the new platform is scalable, the company is
able to address the diverse needs of the printing market, from high-volume
consumer users and small to medium-sized businesses all the way up to the
commercial market, such as online and offline print kiosks.

The HP Photosmart 8230 and 3000 (All-in-One series) are designed for
consumers who want to print large volumes of photos quickly and unattended, in
the convenience of their homes. The printers feature six-ink cartridges with
new HP Vivera ink formulations and a separate printhead, producing quality
photos and crisp text at unimaginable speed (4 x 6-inch photos in as fast as 14
seconds).

The HP Officejet Pro K550 color printer series is designed to deliver
superior color and laser-like quality text-all at up to twice the print speed
of competitive color laser printers.

This printer series is expected to set new standards in total cost of
ownership, with substantially lower cost-per-page than laser printers.

The other revolutionary products showcased at the event include HP Photosmart
475, HP Photosmart 8030, HP Photosmart 7850, HP Photosmart 2575 All-in-One, HP
Scanjet 4890 and 4850. The company is offering HP Photo Packs for the
convenience of printing lab quality, long-lasting photos for as low as 25 cents
each. Black inkjet print cartridge multi-packs are designed specifically for
customers with black text printing needs at very affordable prices.

Highlights

• Announces new Scalable Printing Technology, offering speed, quality and
  cost efficiency in inkjet printing, better than the laser
• Benchmarks with competitor products
• 4 x 6-inch photos in 14 seconds

S Gopikrishna

Singapore