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© 2009 Hewlett-Packard Development Company, L.P.
The information contained herein is subject to change without notice
MACRO TRENDS & DESIGN GOALS
MACRO TRENDS




ECONOMIC TRANSFORMATION
ECO FRIENDLY
NEUTRAL ON COLOR
GOING SPACES
ECONOMIC TRANSFORMATION
ECONOMIC TRANSFORMATION
SHIFTING CURVES

               POPULATION
                                            Middle class




                            Working class                             Upper class
                                                                         WEALTH


                                            Typical class distribution in a well-developed society
ECONOMIC TRANSFORMATION
SHIFTING CURVES

               POPULATION




                            WEALTH
ECONOMIC TRANSFORMATION
SHIFTING CURVES

               POPULATION
                              New working class                    New upper class




                                                  Middle class




                                                                                     WEALTH


                            Increased levels are now experienced in both working and upper classes,
                                                                 inverting the position of the middle class
ECONOMIC TRANSFORMATION
SHIFTING CURVES

               POPULATION
                            Value market                  Luxury market




                                            Mainstream
                                             market




                                                                          WEALTH


                                 Consumer markets align accordingly to the modified class curve
ECONOMIC TRANSFORMATION
SHIFTING CURVES

                      Value market                 Luxury market




                                     Mainstream
                                      market




                                          Retail channels also conform to modified curve
ECO FRIENDLY
ECO FRIENDLY
SOCIAL TRENDS




                Focusing on sustainability and a return to simplicity
ECO FRIENDLY
CONSERVATION




HP Compaq dx2810 – an energy efficient PC for        HP Thin Clients are designed with an energy
SMBs                                                 efficient lifecycle
• $10 US to World Wildlife Fund for each unit sold   • BFR/PVC free chassis
• 90% recyclable or recoverable materials            • Reduced packaging materials and weight
• EPEAT Gold PC, TCO, RoHS & Energy Star             • 80% power savings over traditional PC’s
• HP Power Management software                       • Recyclability and lease programs
ECO FRIENDLY
RECYCLABILITY




HP packaging works towards increased curbside recyclability
• 100% recycled content in outer box, corrugated inserts, and cushioning
• Recycled content is a combination of post-consumer and post-industrial material
NEUTRAL ON COLOR
NEUTRAL ON COLOR
CONSUMER REASONING
                                           PREFERRED COLOR (IN BUDGET)
           black




             silver

%


              grey




Reasons for choosing a specific color
• Neutral is simple, not flashy
• Professional and will stand the test of time
• Sophisticated
NEUTRAL ON COLOR
COLOR WITH MEANING




Addressing consumers’ needs with special editions
• Consumers expect color options
• Women interested in color are more likely to purchase matching accessories
• Growing expectation among youth for more visually rich colors and patterns
DESIGN GOALS
GOING SPACES




               Living spaces become smaller and more mobile, fluid
DESIGN GOALS




CLASSIC FORMS
MATERIAL RICH
SMALL IS BIG
EXPERIENCE MADE SIMPLE
DESIGN GOALS
CLASSIC FORM
DESIGN GOALS
CLASSIC FORM




               Simple, iconic forms
DESIGN GOALS
CLASSIC FORM




               Simple, iconic forms
DESIGN GOALS
MATERIAL RICH
DESIGN GOALS
MATERIAL RICH




                Classic black and authentic metals
DESIGN GOALS
MATERIAL RICH




                Deep gloss finishes
DESIGN GOALS
MATERIAL RICH




                Rich surfaces and authentic metals
DESIGN GOALS
MATERIAL RICH IN COLOR




                         Color personalization opportunities at the entry level
DESIGN GOALS
MATERIAL RICH IN COLOR




                         Tinted anodized metals
DESIGN GOALS
SMALL IS BIG




               More mobile, more efficient
DESIGN GOALS
SMALL IS BIG




               More mobile, more efficient
DESIGN GOALS
SMALL IS BIG




               More mobile, more efficient
DESIGN GOALS
SMALL IS BIG




      Small footprint and streamline design increases flexibility and efficiency in compact spaces
DESIGN GOALS
EXPERIENCE MADE SIMPLE
DESIGN GOALS
EXPERIENCE MADE SIMPLE




                         Integration of Hardware and Software
DESIGN GOALS
EXPERIENCE MADE SIMPLE




                         Mi
RECAP



MACRO TRENDS
•   Economic transformation
•   Eco friendly
•   Neutral on color
•   Going spaces

                              DESIGN GOALS
                              •   Classic forms
                              •   Material rich
                              •   Small is big
                              •   Experience made simple
Thank You.

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