the future of print - insights for continuous product innovation - hp
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Twitter Hashtag #QUAL360
November 20-21, 2013 | Singapore
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© Copyright 2012 Hewlett-Packard Development Company, L.P.
The information contained herein is subject to change without notice.
The future of Print: Insights for continuous product innovation Sriram Desikan / November, 2013
Marketing Director, APJ
Hewlett Packard
© Copyright 2012 Hewlett-Packard Development Company, L.P.
The information contained herein is subject to change without notice.
Trivia Which is the costliest liquid on earth?
© Copyright 2012 Hewlett-Packard Development Company, L.P.
The information contained herein is subject to change without notice.
3
870,000$/litre
1.17$/litre
2000-3000$/litre
0.62$/litre
10,000,000$/litre
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Managing product life cycle is about driving relevance
© Copyright 2012 Hewlett-Packard Development Company, L.P.
The information contained herein is subject to change without notice.
Top Customer Trends
Sources: Customer Trends- HP Compilation. Tech Trends- Gartner, 2012.
Local Innovation
Ownership to Experience
Mobility
Changing How We Work
Asia Africa
Western Europe Eastern Europe
North America Latin America
‘07–’12 Growth
# of Internet Users ‘12
India 139% 307M
China 92% 297M
US 17% 252M
Brazil 74% 92M
Indonesia 108% 56M
Information Overload
Top Technology Trends
App Stores & Marketplaces
Contextual/Social User Experience
Beyond PC’s
Internet of Things
Mobile-Centric
If you are connected... you are connected to printing.
By email
to your HP ePrinter
From your smart phone, tablet or laptop
• HP ePrint • HP ePrint Enterprise • HP ePrint & Share • HP ePrint Public Print Locations
By print enabled OS & 3rd party apps
AirPrint webOS Print Solution
By application
HP iPrint Photo
By cloud app
etc. Google Apps
Anywhere Local network
HP iPrint Mobile Apps
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Print Deprivation
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 8
Why Print Deprivation?
Print vs. digital is a continuum— they necessarily co-exist, each with their own strengths & vulnerabilities.
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 9
In order to more fully understand print’s near-term viability, there was a need to go beyond simply asking customers about the role of print in their lives.
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 10
Methodology
DAY 1 DAY 2 DAY 3 DAY 4 DAY 5
• Print removal • Print deprivation
• Video diaries
• In-home interviews
• Homework
• Focus groups in Singapore and India
HP commissioned a unique experiment: ask customers to live without print for two days.
The Market: U.S. India Singapore
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 11
The Role of Print is Vastly Underestimated
The true scope of print is so broad and deeply ingrained in their lives that respondents were stunned and overwhelmed.
Print - Before Print - After
Some admitted to participating because they
“didn’t think it would be a big deal” AUDIENCE INSIGHTS
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 12
True Print Deprivation was IMPOSSIBLE
The task itself was very time-consuming and seemingly endless. No one completely eliminated print
“I didn’t realize how much print there was until I started covering it up.” — U.S.
“It’s everywhere!” — SINGAPORE
Print - Before
Print - After
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 13
True Print Deprivation was IMPOSSIBLE
Despite migration of many things over the years from print to digital, ALL agreed they could not live without print
“This is stupid!, I can’t find my energy bars!”
— U.S., 15-year old boy
“Do we have to do this? I’m not doing this!”
— India, 8-year old boy
Habitual behaviors became deliberate
and more time-consuming.
Kids were
surprisingly resistant, often
times rebelling.
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 14
Print respondents literally couldn’t live without, even for two days
CURRENCY credit cards
SIGNAGE road signs, business signs
ESSENTIAL PAPERS license, passport, work receipts
ITEMS REQUIRED FOR ENTRANCE health club ID, movie tickets, work ID card
LABELS Safety, Identification
WORK key documents, mail, complicated /oversized information that
wasn’t conducive to reading on screen
SCHOOL textbooks, work sheets, work books
KEY BOARD ON PHONES, COMPUTERS, TV REMOTE CONTROL
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HOW I take in
the world
HOW I navigate the world
HOW I am
effective
WHO I am
HOW I want to be seen
WHAT matters
most to me
BRINGS people
together
FOSTERS emotional
bonds
YOUR STORY YOUR COMPASS
YOUR RELATIONSHIPS
PRINT IS AN ANCHOR
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 16
“It makes me take notice.” — US
“Print can make a package fancy and enticing. It can be so gripping that you have to buy it.”
— India
“For the last two days, it was only white everywhere. Everything was blank… I did not feel like eating or doing anything interesting…”
— India
PRINT IS AN ANCHOR YOUR COMPASS
HOW I take in
the world
HOW I navigate the world
HOW I am
effective
WHO I am
HOW I want to be seen
WHAT matters
most to me
BRINGS people
together
FOSTERS emotional
bonds
YOUR STORY YOUR RELATIONSHIPS
PRINT IS EXPANSIVE
PRINT IS INTRUSIVE
PRINT ADDS COLOR, DIMENSION, VIVIDNESS
“I need a full view. It is how I get my bearings.” — US
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 17
PRINT IS HOW I INTERPRET MY
SURROUNDINGS
PRINT IS MORE RELIABLE
PRINT IS A MEMORY AID
“I always check the sign on the highway before I exit, even though I have been making same commute for years.”
— U.S.
“It is the same today as yesterday.”
— India
“My mother, she couldn’t tell which spices were which. She ended up not cooking for two days.”
— Singapore
“My planner is my bible. It has everything in it. I’d be lost without it.”
— U.S.
PRINT IS AN ANCHOR YOUR COMPASS
HOW I take in
the world
HOW I navigate the world
HOW I am
effective
WHO I am
HOW I want to be seen
WHAT matters
most to me
BRINGS people
together
FOSTERS emotional
bonds
YOUR STORY YOUR RELATIONSHIPS
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 18
PRINT IS AN ANCHOR YOUR COMPASS
HOW I take in
the world
HOW I navigate the world
HOW I am
effective
WHO I am
HOW I want to be seen
WHAT matters
most to me
BRINGS people
together
FOSTERS emotional
bonds
YOUR STORY YOUR RELATIONSHIPS
PRINT IS HOW I BEST LEARN
AND ENGAGE MORE REAL
PRINT IN SOME CASES STILL
MORE CONVENIENT
“Seeing my book shelf full of books I have read, I feel like I have accomplished something.
— US “As per government norms, accounts of last 3 years
with supporting bills and invoices must be retained.”
— India
“Having it there in front of you makes efficiency go up.”
— Singapore
“It is much quicker than my waking up my phone, unlocking, flipping screens and opening an app.”
— U.S.
“Less is more. I get overwhelmed when I have the whole world at my fingertips.”
— US “Print helps them learn. They highlight the text, underline. It makes them pay attention.”
— India
PRINT IS
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 19
PRINT IS AN ANCHOR YOUR COMPASS
HOW I take in
the world
HOW I navigate the world
HOW I AM effective
WHO I am
HOW I want to be seen
WHAT matters
most to me
BRINGS people together
FOSTERS emotional
bonds
YOUR STORY YOUR RELATIONSHIPS
PRINT SOLIDIFIES MY
HISTORY
PRINT MAKES A
HOUSE A HOME
PRINT HELPS ME SHOW “MY TRUE SELF”
PRINT REPRESENTS MY IDENTITY
PRINT GIVES A SENSE
OF PERMANENCE
“When the photos were covered, it didn’t feel like my house anymore.”
— U.S.
“I wouldn’t be able to travel.” — India.
“A time capsule.” — U.S.
“A computer could crash or delete accidentally.”
— U.S.
“It is how I express myself. Without print, I will feel dead… I will go blank…”
— India
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 20
PRINT IS AN ANCHOR YOUR COMPASS
HOW I take in
the world
HOW I navigate the world
HOW I am
effective
WHO I am
HOW I want to be seen
WHAT matters
most to me
BRINGS people
together
FOSTERS emotional
bonds
YOUR STORY YOUR RELATIONSHIPS
PRINT IS NOT JUST THE STORY OF OUR LIVES, BUT THE STORY WE WANT TO TELL
PRINT IS OFTEN HOW THE POWER OF
BRANDS ARE EXPRESSED
“I chose these photos [to display] because I think I look good.”
— U.S.
“You see the brands people have. It says something”
— Singapore
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 21
PRINT IS AN ANCHOR YOUR COMPASS
HOW I take in
the world
HOW I navigate the world
HOW I AM effective
WHO I am
HOW I want to be seen
WHAT matters
most to me
BRINGS people
together
FOSTERS emotional
bonds
YOUR STORY YOUR RELATIOnships
PRINT CELEBRATES THE PEOPLE AND MEMORIES I CHERISH
PRINT IMBUES MEANING, TURNS
TRASH INTO TREASURE
“He was so cute. Time goes by so quickly.” — U.S.
“I drink from this mug every morning. Without the MOTHERHOOD poem on it, it wouldn’t mean anything to me.”
— Singapore
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 22
PRINT IS AN ANCHOR YOUR COMPASS
HOW I take in
the world
HOW I navigate the world
HOW I am
effective
WHO I am
HOW I want to be seen
WHAT matters
most to me
BRINGS people
together
FOSTERS emotional
bonds
YOUR STORY YOUR RELATIONSHIPS
PRINT BREEDS INTIMACY
“When we read a book together or play a game, we are close.” — Singapore
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 23
PRINT IS AN ANCHOR YOUR COMPASS
HOW I take in
the world
HOW I navigate the world
HOW I am
effective
WHO I am
HOW I want to be seen
WHAT matters
most to me
BRINGS people
together
FOSTERS emotional
bonds
YOUR STORY YOUR RELATIONSHIPS
PRINT EXCELS AT EXPRESSING
CERTAIN EMOTIONS
PRINT IS A DIFFERENTIATOR
“My sister didn’t send my mom a card this year and the rest of the family was really mad. You don’t send your mother a birthday text!”
— U.S.
“The world without print will feel too empty. It will feel—living without language and expression.”
— India
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Transition to the documentary
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Twitter Hashtag #QUAL360
November 20-21, 2013 | Singapore