Tour HP Science of Supplies 2010 a Milano. Alla tavola rotonda hanno partecipato Jochen Ziegler -- EMEA LES Marketing Manager, Robert Lados - Supplies Portfolio Manager IPG EMEA - IWS Category, e Marco Lanfranchi - LaserJet & Enterprise Solution Director, Imaging and Printing Group, HP italiana. C'era anche Blogosfere!

1. The HP Science of
Supplies Tour
Roundtable
Milan July 1st
© 2008 Hewlett-Packard Development Company, L.P.
The information contained herein is subject to change without notice

2. Agenda
• 10:30– 12:00: Introduction to the Science
behind Original HP Supplies
• 12:00- 13:00: Roundtable discussion
• 13:00 : Lunch

3. Why we are here
• Supplies are a critical component to a consumers printing system
• Some consumers perceive Original HP supplies “costly” and turn to
alternative versions
• But what consumers don´t always realise…
• Original HP supplies are backed by an investment of more than $1
billion annually in imaging and printing research and development
• OriginalHP supplies are designed to work as a system to work
together optimally and deliver consistent and superior print quality
3

4. Why printing supplies matter – the untold difference
LASERJET

5. Did you know…
A toner particle is If you arrange all the toner particles from a
1/16 the diameter of single cartridge in a line, edge to edge,
a human hair
they would reach about 40.000km or the
entire distance around the equator
The forces on toner particles are greater than
10X the force of gravity
There are five billion toner particles in one
cartridge

6. The electro photographic process
2 Laser exposure
Developing
Electrical sleeve
charging roller Developing unit
Electrical charging 1
Fusing 5
Cleaning Toner
blade
Cleaner unit Photosensitive
drum
Toner
Paper
3 Development
Cleaning 6
Fusing
unit
Transfer 4 Transfer
roller
6

7. There is no such thing as ‘universal toner’
Charge control agent External additive
Toner is specifically engineered for &
with each new printer series.
Surface Treatment
Charging Technology
Molecular Design
Wax
Molecular Design
Resin
Molecular Design
Chemical, electrical and physical
Heat Performance Design Heat Performance Design
“Other” internal additives
properties are designed to meet speed,
size, energy-use and other criteria.
Colorant
e.g. magnetic
Colour Design
e.g. electrical
Dispersion Technology
On the printer side, fusing temperature, pressure, electrical
charging of imaging drum and transfer roller are specified
based on chemical, electrical and physical properties of
toner particles.
Engineering new toner takes 3-4 years.
7 6/30/2010

8. Total Cost of Printing
Visible costs
Visible costs
Price of printer
+ Price of supplies
___________________________________
Hidden costs
+ Wasted toner, ink, and paper Hidden costs
+ Labour cost to reprint & replace
+ Cleaning up toner leaks and spills
+ Printer downtime
+ Productivity loss
+ Other hidden costs
_______________________________________________
= Total Cost of Printing
8 6/30/2010

9. HP print quality is consistent & superior*
Comparing print quality
35
30+% • Over 30% of the pages
30 <1% unusable
3,9%
inspected from the
Limited use
25
not for distribution remanufactured cartridges tested
26,8%
20 Limited use were of limited or no use
not for external
% of pages
15 distribution
10 • 96% of the pages inspected from
<1%
5 3,9% <1% the Original HP cartridges tested
0
2,8% were acceptable for all uses
Remanufactured HP
brands
Inconsistent print quality can lead to lowered productivity and costly reprints
9
*Source: www.qualitylogic.com/tonertest.pdf

10. Tests confirm HP’s proven reliability
Comparing reliability
60 • 51 out of the 168 remanufactured
51 cartridges tested exhibited some
50 2 kind of problem, including
# of problem cartridges
2 Dead on arrival cartridges that had problems right
40 47 out of the box, failed prematurely
Premature Failure
or printed a large number of pages
30 50% or more of the
pages for limited or that were of limited or no use.
no use
20
• None of the Original HP LaserJet
10
print cartridges exhibited reliability
0 problems*.
0
Remanufactured HP
brands
* 24 HP cartridges tested.
*Source: www.qualitylogic.com/tonertest.pdf
10

11. Original HP LaserJet Print Cartridges -
an investment that pays you back!
Productivity √
Cost √
Environment √
Environmental Footprint

12. Why printing supplies matter – the untold difference
INKJET

13. Original HP Inks Provide
BEST VALUE FOR MONEY
QUALITY
+
VALUE = RELIABILITY
EQUATION +
AFFORDABILITY

14. Why does the ink cartridge matter?
The HP inkjet print cartridge is not just a vessel for ink.
A HP inkjet print cartridge is a high-tech product. The microscopic nozzles of the
printhead are firing over 30 million ink drops/sec. The ink formula is capable to
generate 72.9 million colours and can last for 4 generations*.
Heating Firing Printhead
resistor chamber nozzle
Bubble Growth
Bubble Bubble growth Replenishing * When using the right combination
Nucleation & drop ejection ink of ink and HP media
14

15. Why does ink matter?
HP ink is not just coloured water.
• Interacts with all elements Colorant
of the printing system Surfactant
• Must deliver high quality Polymer/Binder
on various media Humectant
• It takes 3 to 5 years to develop Anti-curl additive
a new ink formula Anti-kogation additive
• HP invests more than a billion Preservative
dollars annually in research Chelation agent
and development on imaging Buffer
and printing.
Co-solvent
Water
15 (figure does not represent
relative proportions)

16. 2010 QualityLogic tests show HP ink
cartridges outperform refilled alternatives
A total of 1022 cartridges were tested
comparing Original HP ink to leading
• Store / branded refilled ink cartridges
• Ink cartridges refilled by refill service
providers
Results: Original HP ink cartridges produce
significantly more printed pages and perform
more reliably than refilled ink cartridges
1. A QualityLogic 2010 study compared Original HP inkjet print cartridges (45, 78, 56, 57, 339 and 344) with refilled ink cartridges sold
in Europe. For details, see http://www.qualitylogic.com/2010hpinktestemea.pdf
16

17. Get more pages, using Original HP ink
HP delivers more pages
Count on Original HP ink
cartridges to produce more
pages than refilled cartridges
On average, Original HP
ink cartridges printed over
34% more pages than
refilled cartridges tested and
printed as much as 350
more pages1
1. A QualityLogic 2010 study compared Original HP inkjet print cartridges (45, 78, 56, 57, 339 and 344) with refilled ink cartridges sold in
Europe. For details, see http://www.qualitylogic.com/2010hpinktestemea.pdf
17

18. HP reliability can’t be matched
Testing cartridge reliability
Original HP ink
cartridges provide
highest reliability
1 out of 6 REFILLED
cartridges FAIL
More than 15% of all the
tested refilled ink
cartridges leaked,
streaked, or failed either
during use or right out of
the box.1
1. A QualityLogic 2010 study compared Original HP inkjet print cartridges (45, 78, 56, 57, 339 and 344) with refilled ink cartridges sold in
Europe. For details, see http://www.qualitylogic.com/2010hpinktestemea.pdf
18

19. AFFORDABILITY for the Customers
•Low Price for cost sensitive customers
with low usage need – as low as 7.99€
•Low Cost Per Page with XL cartridges for
customers with high usage need – as low
as 1,3 cents
•Up to 20% savings with 2-Packs, Photo
Packs
• Up to 30% savings with promotional
offers

20. Why Original HP inkjet print cartridges ?
Value for Money
Environmental Footprint
20 6/30/2010

21. HP ORIGINAL INKS
ARE ENVIRONMENTALLY FRIENDLY
• HP ink cartridges are built with the respect of the
environment in mind
Up to 70% of cartridge housing is made of recycled plastic
Packaging reduced by more than 40% over last few years
• HP recycle HP ink & toners via HP Planet Partner
Program
Simple customer friendly process
In 32 countries in EMEA
Free of charge

22. Why printing supplies matter – the untold difference
BEYOND THE CARTRIDGE

23. HP Media Highlights
• HP No.1 selling worldwide brand of inkjet photo papers¹
• HP leading in light fade resistance of inkjet photo prints²
• HP named 2nd brand for office papers in EMEA in 2009 –
from 3rd place in just one year³
¹ Based on total sheets sold worldwide 2009. Source: Lyra Research, Inc.
² Based on Wilhelm Imaging Research Inc. For details see www.wilhelm-research.com
3 Source: Opticom International Research, January 2009
23

24. HP MEDIA
HP offer a wide portfolio of Media to meet
key customer needs
Photo ink
BEST
BETTER
GOOD Communication
laser
Did you know? HP Advanced & EVD Photo paper
are universally compatible

25. Look below the surface –
HP photo media is more than ‘just’ paper
Coated HP Paper Plain Paper
Imaging layer
Undercoat
Polyethylene layer
Base substrate
Cellulose
Polyethylene layer
Backcoat
Stacking layer
25

26. What is ColorLok TM
• Paper Standard
• Breakthrough technology
− Unique
− Chemical in nature
− Papermaking friendly to
maintain machine efficiency
• Designed to work with
office ink and laser printers:
− Bolder Black
− Vivid colours
− Better Dry-time
− Sharper Images
− Higher Reliability
26

27. HP Environment & Supplies
CLOSING THE LOOP

28. HP Eco solutions for printing
HP has been delivering environmental solutions for 50+ years
“Our” house “Your” house
HP is committed to being HP helps customers reduce
the most environmentally the environmental impact
responsible IT company of printing through:
in terms of: • Energy efficiency
• Energy efficiency • Resource conservation
• Resource conservation • “Digitally green” alternatives
• End of Life programs • Reuse & Recycling
“Our” world
Innovative ways to build a sustainable economy

29. The Environment: Life Cycle Assessment Study
Distribution More than 92% of
EOL the environmental
impact of a
cartridge occurs
Use
AFTER production
Source: Life-cycle assesment study by Four Elements Consulting, LLC Sept 2008
29

30. HP’s recycling leadership by the numbers
53+ Number of countries and territories served by HP’s
Planet Partners free and convenient reuse and
recycling programs – 34 countries in EMEA
173 Cumulative volume of print cartridges
returned through HP’s recycling programs
million kilograms
Tonnes of IT products recycled over the past 21
770,000 tonnes
years - the equivalent of over 1,100 fully laden
jumbo jets
Total number of ink and LaserJet cartridges
61 that were returned and recycled worldwide in
2009
million
Number of inkjet and HP LaserJet cartridges
320 collected through HP Planet Partners program
million
30

31. HP Planet Partners
HP’s Planet Partners recycling program started in 1991
and is now active in over 50 countries and territories
around the world. HP was the first company to roll out a
simple, free, fully compliant and comprehensive original
HP supplies take-back system.
Subscribing to this program, business customers are
able to return used supplies, guaranteeing correct,
compliant processing through dedicated recycling
facilities. No products processed through the Planet
Partners program are diverted to landfill.

32. General information - Italy
• The Planet Partners program is managed in total
respect of the current Italian waste regulations, is
completely free* and is dedicated to business
customers using Original HP cartridges. HP’s
Planet Partner program is compliant with the
current Italian waste regulations (D.Lgs n.152/
2006 and similar).
• Once customers subscribe to the service their
names are passed to one of HP’s authorized
logistics handlers who will deliver the required
containers (HP recycling boxes) for collection.
Once that process is active, customers can
contact HP for all successive requests.
• * with a minimum monthly usage of at least 2
HP LaserJet cartridges and/or 10 inkjet
cartridges

33. HP Planet Partners: The recycling process
All collected Original HP print cartridges undergo a thorough,
compliant multiphase recycling process.
HP-patented technology is used to divide and grind the material,
which is split into plastic, metals and ink residues, foam or toner,
so as to be subsequently transformed into raw materials which are
then used to manufacture new products, ‘closing the loop’ of
recycling.
Waste material and ink or toner residues are used in energy
recovery processes or disposed of in an environmentally-correct
way.

34. Countering the Counterfeiters
COUNTERFEIT – A MISPLACED
SCIENCE

35. What is counterfeiting in the printing
supplies business?
The manufacture, distribution, and sale
of illegal products that look identical
or substantially indistinguishable from
the genuine or original product.
35

36. Why should customers avoid using
counterfeit products?
Economic reasons:
• Counterfeit products frequently leak or do not work
properly
• Counterfeit products do not save money, as they are
more likely to fail
• Counterfeit products can ruin a printer and may
invalidate its warranty
Environmental reasons:
• Counterfeit print cartridges waste paper through
poor print quality
• Counterfeit products can contain harmful ingredients
that result from practices damaging to the
environment
Legal / moral reasons:
• Counterfeiting is a crime — It is generally controlled
by criminal organizations, whose activities are
financed from the proceeds
• Customers are cheated when poor quality imitations
are sold as genuine HP products
36

37. Counterfeiting in EMEA
• Areas of most concern: CEE &
MEMA
• Counterfeiting of HP supplies in
Western Europe is less than 3%
• There are 2X as many counterfeit
laser print cartridges as inkjet
• In 2009, seizures of counterfeit HP
supplies in EMEA were more than
2X the confiscated items in 2008
37 30 June 2010

38. Achievements in Europe, the Middle East
and Africa so far
Western Europe (FY09 and Q1 FY10):
• 48,398 seized finished counterfeits and components
• 152 substantial leads
• 51 investigations
• 42 enforcement actions
• 140 Channel Partner Anti-counterfeit Audits
Whole EMEA region (FY09 and Q1 FY10):
• 2,532,465 seized finished counterfeits and components
• 603 substantial leads
• 295 investigations & 182 enforcement actions
• 1,156 Channel Partner Anti-counterfeit Audits
• More than 200 press reports from ACF PR campaigns
Overall track record for the whole EMEA region (Nov 06 – today):
• 6,5 million seized finished counterfeits and components
• More than 1,600 substantial leads Counterfeits seized in
Spain in 2009
• Close to 900 investigations
• Over 600 enforcement actions
• Counterfeit distribution networks cut off across the entire region