HP starts campaign to embrace digital printing

NEW YORK: Hewlett Packard is promoting a campaign to highlight the digital and Web-based printing market by discussing enhancements to printing software, as opposed to highlighting its printers and hardware.

NEW YORK: Hewlett Packard is promoting a campaign to highlight the digital and Web-based printing market by discussing enhancements to printing software, as opposed to highlighting its printers and hardware.

The “Print 2.0” initiative, launched last month at the company’s imaging and printing conference, includes three components, said Alyson Griffin, HP’s director of worldwide influencer communications. The first phase promotes digital printing and emphasizes features like customized catalogs to business professionals. The next component is to develop a platform that allows users to mesh user-generated and professional content into a printable interface. The third segment is making it easier to print from the Web, she said. All components were unveiled at the conference.

The company is working with popular Internet destinations, such as ViaMichelin, to help them build out a more comprehensive print function.

“The main message is that we at HP are putting a stake in the ground to revolutionize the printing market,” Griffin said.

The outreach targets media and industry analysts, but Griffin said the biggest challenge is trying to get the printing industry to think in digital terms about printing pages rather than moving printer units.  She declined to give a timetable for the campaign, and said instead this campaign is a “transformation.”

The company posted videos and podcasts from the Print 2.0 event, as well as its new campaign creative, on the HP.com Web site.

The effort also includes a Web-based Tabblo tool kit that HP will offer on its site June 29. Users can download it for free and add functions to their site like allowing people to limit the number of blog conversations they print. Although it hasn’t launched officially yet, Griffin said initial feedback about the feature has been positive.  She added the campaign would include more Web-based printing applications.

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