The keynote presentation delivered by Stacy Wolff, Director Notebook Design & Randall Martin, Director Desktop Design at the HP Future Of Touch, Now, Beijing China.

1. © 2009 Hewlett-Packard Development Company, L.P.
The information contained herein is subject to change without notice

2. MACRO TRENDS & DESIGN GOALS

3. MACRO TRENDS
ECONOMIC TRANSFORMATION
ECO FRIENDLY
NEUTRAL ON COLOR
GOING SPACES

4. ECONOMIC TRANSFORMATION

5. ECONOMIC TRANSFORMATION
SHIFTING CURVES
POPULATION
Middle class
Working class Upper class
WEALTH
Typical class distribution in a well-developed society

6. ECONOMIC TRANSFORMATION
SHIFTING CURVES
POPULATION
WEALTH

7. 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

8. ECONOMIC TRANSFORMATION
SHIFTING CURVES
POPULATION
Value market Luxury market
Mainstream
market
WEALTH
Consumer markets align accordingly to the modified class curve

9. ECONOMIC TRANSFORMATION
SHIFTING CURVES
Value market Luxury market
Mainstream
market
Retail channels also conform to modified curve

10. ECO FRIENDLY

11. ECO FRIENDLY
SOCIAL TRENDS
Focusing on sustainability and a return to simplicity

12. 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

13. 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

14. NEUTRAL ON COLOR

15. 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

16. 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

17. DESIGN GOALS
GOING SPACES
Living spaces become smaller and more mobile, fluid

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

19. DESIGN GOALS
CLASSIC FORM

20. DESIGN GOALS
CLASSIC FORM
Simple, iconic forms

21. DESIGN GOALS
CLASSIC FORM
Simple, iconic forms

22. DESIGN GOALS
MATERIAL RICH

23. DESIGN GOALS
MATERIAL RICH
Classic black and authentic metals

24. DESIGN GOALS
MATERIAL RICH
Deep gloss finishes

25. DESIGN GOALS
MATERIAL RICH
Rich surfaces and authentic metals

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

27. DESIGN GOALS
MATERIAL RICH IN COLOR
Tinted anodized metals

28. DESIGN GOALS
SMALL IS BIG
More mobile, more efficient

29. DESIGN GOALS
SMALL IS BIG
More mobile, more efficient

30. DESIGN GOALS
SMALL IS BIG
More mobile, more efficient

31. DESIGN GOALS
SMALL IS BIG
Small footprint and streamline design increases flexibility and efficiency in compact spaces

32. DESIGN GOALS
EXPERIENCE MADE SIMPLE

33. DESIGN GOALS
EXPERIENCE MADE SIMPLE
Integration of Hardware and Software

34. DESIGN GOALS
EXPERIENCE MADE SIMPLE
Mi

35. RECAP
MACRO TRENDS
• Economic transformation
• Eco friendly
• Neutral on color
• Going spaces
DESIGN GOALS
• Classic forms
• Material rich
• Small is big
• Experience made simple

36. Thank You.