0
November 20-21, 2013 | Singapore
Twitter Hashtag #QUAL360
Platinum Sponsor

Media Sponsors

Association Partners
The future of Print:
Insights for continuous
product innovation
Sriram Desikan / November, 2013
Marketing Director, APJ
He...
Trivia
Which is the costliest liquid
on earth?

© Copyright 2012 Hewlett-Packard Development Company, L.P.
The information...
870,000$/litre

1.17$/litre

0.62$/litre
2000-3000$/litre
3

© Copyright 2012 Hewlett-Packard Development Company, L.P.
Th...
Managing product life cycle
is about driving relevance

© Copyright 2012 Hewlett-Packard Development Company, L.P. The inf...
Top Customer Trends
Mobility

Top Technology Trends

Information Overload

Mobile-Centric

Changing How We Work

‘07–’12
G...
If you are connected...
you are connected to printing.
From your smart phone, tablet or laptop

By email

By cloud app

et...
Print Deprivation

© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject ...
Why Print Deprivation?
Print vs. digital is a
continuum— they necessarily
co-exist, each with their own
strengths & vulner...
In order to more fully understand
print’s near-term viability, there
was a need
to go beyond simply asking
customers about...
Methodology
HP commissioned a unique experiment:
ask customers to live without print for two days.

The Market: U.S. India...
The Role of Print is Vastly Underestimated
The true scope of print is so broad and deeply ingrained in
their lives that re...
True Print Deprivation was IMPOSSIBLE
The task itself was very time-consuming and seemingly endless.
No one completely eli...
True Print Deprivation was IMPOSSIBLE
Despite migration of many things over the years from print to digital,
ALL agreed th...
Print respondents literally couldn’t live without,
even for two days
CURRENCY credit cards
SIGNAGE road signs, business si...
PRINT IS AN ANCHOR
YOUR COMPASS

YOUR STORY

YOUR RELATIONSHIPS
HOW
I take in
the world

15

HOW
I navigate
the world

HOW...
PRINT IS AN ANCHOR
YOUR COMPASS
HOW
I take in
the world

HOW
I navigate
the world

PRINT IS

EXPANSIVE

“I need a full vie...
PRINT IS AN ANCHOR
YOUR COMPASS
HOW
I take in
the world

HOW
I navigate
the world

PRINT IS

HOW I INTERPRET MY
SURROUNDIN...
PRINT IS AN ANCHOR
YOUR COMPASS
HOW
I take in
the world

HOW
I navigate
the world

PRINT IS

YOUR STORY

HOW
I am
effectiv...
PRINT IS AN ANCHOR
YOUR COMPASS
HOW I
take in
the world

PRINT

SOLIDIFIES MY
HISTORY

“A time capsule.”
— U.S.

19

HOW I...
PRINT IS AN ANCHOR
YOUR COMPASS
HOW
I take in
the world

HOW
I navigate
the world

HOW
I am
effective

YOUR STORY
WHO
I am...
PRINT IS AN ANCHOR
YOUR COMPASS
HOW
I take in
the world

HOW I
navigate
the world

HOW I AM
effective

YOUR STORY
WHO
I am...
PRINT IS AN ANCHOR
YOUR COMPASS
HOW
I take in
the world

HOW
I navigate
the world

HOW
I am
effective

YOUR STORY
WHO
I am...
PRINT IS AN ANCHOR
YOUR COMPASS
HOW
I take in
the world

HOW
I navigate
the world

HOW
I am
effective

YOUR STORY
HOW I
wa...
Transition to the documentary

© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein...
Platinum Sponsor

Media Sponsors

Association Partners
November 20-21, 2013 | Singapore
Twitter Hashtag #QUAL360
The Future of Print - Insights for continuous product innovation - HP
The Future of Print - Insights for continuous product innovation - HP
The Future of Print - Insights for continuous product innovation - HP
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The Future of Print - Insights for continuous product innovation - HP

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Presented by Sriramgopalan Desikan, Marketing Director, HP
at Qualitative360 Asia 2013
19-21 November 2013, Singapore

This event is proudly organised by Merlien Institute
Check out our upcoming events by visiting http://qual360.com/

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Transcript of "The Future of Print - Insights for continuous product innovation - HP"

  1. 1. November 20-21, 2013 | Singapore Twitter Hashtag #QUAL360
  2. 2. Platinum Sponsor Media Sponsors Association Partners
  3. 3. 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.
  4. 4. 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.
  5. 5. 870,000$/litre 1.17$/litre 0.62$/litre 2000-3000$/litre 3 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 10,000,000$/litre
  6. 6. 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.
  7. 7. Top Customer Trends Mobility Top Technology Trends Information Overload Mobile-Centric Changing How We Work ‘07–’12 Growth Beyond PC’s Contextual/Social User Experience Internet of Things # of Internet Users ‘12 India 139% 307M China 92% 297M US 17% 252M Brazil 74% 92M 108% 56M Indonesia Ownership to Experience Local Innovation Asia Africa Latin America North America Western Europe Eastern Europe © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. Sources: Customer Trends- HP Compilation. Tech Trends- Gartner, 2012. App Stores & Marketplaces
  8. 8. If you are connected... you are connected to printing. From your smart phone, tablet or laptop By email By cloud app etc. Anywhere • • • • HP HP HP HP Google Apps By application Mobile Apps ePrint ePrint Enterprise ePrint & Share ePrint Public Print Locations to your HP ePrinter HP iPrint HP iPrint Photo By print enabled OS & 3rd party apps AirPrint webOS Print Solution Local network
  9. 9. Print Deprivation © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  10. 10. Why Print Deprivation? Print vs. digital is a continuum— they necessarily co-exist, each with their own strengths & vulnerabilities. 8 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  11. 11. 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. 9 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  12. 12. Methodology HP commissioned a unique experiment: ask customers to live without print for two days. The Market: U.S. India Singapore DAY 1 DAY 2 DAY 3 DAY 4 DAY 5 • Print deprivation • Homework • Video diaries • Print removal • Focus groups in Singapore and India • In-home interviews 10 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  13. 13. 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. AUDIENCE INSIGHTS Some admitted to participating because they “didn’t think it would be a big deal” Print - Before 11 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. Print - After
  14. 14. 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. Print - Before “It’s everywhere!” — SINGAPORE Print - After 12 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  15. 15. 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 Habitual behaviors became deliberate and more time-consuming. Kids were surprisingly resistant, often times rebelling. “This is stupid!, I can’t find my energy bars!” — U.S., 15-year old boy 13 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. “Do we have to do this? I’m not doing this!” — India, 8-year old boy
  16. 16. 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 14 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  17. 17. PRINT IS AN ANCHOR YOUR COMPASS YOUR STORY YOUR RELATIONSHIPS HOW I take in the world 15 HOW I navigate the world HOW I am effective WHO I am HOW I want to be seen WHAT matters most to me © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. BRINGS people together FOSTERS emotional bonds
  18. 18. PRINT IS AN ANCHOR YOUR COMPASS HOW I take in the world HOW I navigate the world PRINT IS EXPANSIVE “I need a full view. It is how I get my bearings.” — US YOUR STORY HOW I am effective WHO I am HOW I want to be seen YOUR RELATIONSHIPS WHAT matters most to me BRINGS people together PRINT IS PRINT INTRUSIVE ADDS COLOR, DIMENSION, VIVIDNESS “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 16 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. FOSTERS emotional bonds “For the last two days, it was only white everywhere. Everything was blank… I did not feel like eating or doing anything interesting…” — India
  19. 19. PRINT IS AN ANCHOR YOUR COMPASS HOW I take in the world HOW I navigate the world PRINT IS HOW I INTERPRET MY SURROUNDINGS “My mother, she couldn’t tell which spices were which. She ended up not cooking for two days.” — Singapore HOW I am effective YOUR STORY WHO I am HOW I want to be seen YOUR RELATIONSHIPS WHAT matters most to me FOSTERS emotional bonds PRINT PRINT IS IS A MEMORY AID MORE RELIABLE “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 17 BRINGS people together © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. “My planner is my bible. It has everything in it. I’d be lost without it.” — U.S.
  20. 20. PRINT IS AN ANCHOR YOUR COMPASS HOW I take in the world HOW I navigate the world PRINT IS YOUR STORY HOW I am effective WHO I am HOW I want to be seen YOUR RELATIONSHIPS WHAT matters most to me BRINGS people together PRINT IS PRINT HOW I BEST LEARN AND ENGAGE MORE REAL “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 “Seeing my book shelf full of books I have read, I feel like I have accomplished something. — US 18 IN SOME CASES STILL MORE CONVENIENT “As per government norms, accounts of last 3 years with supporting bills and invoices must be retained.” © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. FOSTERS emotional bonds — 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.
  21. 21. PRINT IS AN ANCHOR YOUR COMPASS HOW I take in the world PRINT SOLIDIFIES MY HISTORY “A time capsule.” — U.S. 19 HOW I navigate the world HOW I AM effective PRINT YOUR STORY WHO I am HOW I want to be seen YOUR RELATIONSHIPS WHAT matters most to me PRINT BRINGS people together FOSTERS emotional bonds PRINT MAKES A HOUSE A HOME REPRESENTS MY IDENTITY 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 computer could crash or delete accidentally.” — U.S. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. PRINT HELPS ME SHOW “MY TRUE SELF” “It is how I express myself. Without print, I will feel dead… I will go blank…” — India
  22. 22. PRINT IS AN ANCHOR YOUR COMPASS HOW I take in the world HOW I navigate the world HOW I am effective YOUR STORY WHO I am HOW I want to be seen YOUR RELATIONSHIPS WHAT matters most to me PRINT IS 20 FOSTERS emotional bonds PRINT IS NOT JUST THE STORY OF OUR LIVES, BUT THE STORY WE WANT TO TELL “I chose these photos [to display] because I think I look good.” — U.S. BRINGS people together OFTEN HOW THE POWER OF BRANDS ARE EXPRESSED “You see the brands people have. It says something” © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. — Singapore
  23. 23. PRINT IS AN ANCHOR YOUR COMPASS HOW I take in the world HOW I navigate the world HOW I AM effective YOUR STORY WHO I am HOW I want to be seen YOUR RELATIOnships WHAT matters most to me PRINT 21 FOSTERS emotional bonds PRINT CELEBRATES THE PEOPLE AND MEMORIES I CHERISH “He was so cute. Time goes by so quickly.” BRINGS people together IMBUES MEANING, TURNS TRASH INTO TREASURE — 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.
  24. 24. PRINT IS AN ANCHOR YOUR COMPASS HOW I take in the world HOW I navigate the world HOW I am effective YOUR STORY WHO I am HOW I want to be seen YOUR RELATIONSHIPS WHAT matters most to me BRINGS people together PRINT BREEDS INTIMACY “When we read a book together or play a game, we are close.” 22 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. — Singapore FOSTERS emotional bonds
  25. 25. PRINT IS AN ANCHOR YOUR COMPASS HOW I take in the world HOW I navigate the world HOW I am effective YOUR STORY HOW I want to be seen WHO I am YOUR RELATIONSHIPS WHAT matters most to me PRINT IS 23 FOSTERS emotional bonds PRINT 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!” BRINGS people together EXCELS AT EXPRESSING CERTAIN EMOTIONS — U.S. “The world without print will feel too empty. It will feel—living without language and expression.” © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. — India
  26. 26. Transition to the documentary © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  27. 27. Platinum Sponsor Media Sponsors Association Partners
  28. 28. November 20-21, 2013 | Singapore Twitter Hashtag #QUAL360
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