More Related Content Similar to The Future of Print - Insights for continuous product innovation - HP (20) More from Merlien Institute (20) The Future of Print - Insights for continuous product innovation - HP3. 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. 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.
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. 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. 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. Print Deprivation
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. Transition to the documentary
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.