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Tablets - Creating the story behind the products. 8/6/2013. The Evolving computing category. Category & Consumer Trends. The Consumer. The Portfolio. Rapid changes in the category and consumer expectations are creating tension in the category. Form Factor, OS Expansion, Features sets.
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The Evolving computing category Category & Consumer Trends The Consumer The Portfolio
Rapid changes in the category and consumer expectations are creating tension in the category Form Factor, OS Expansion, Features sets Consumers shifting to contextual computing 1 1 Form Factors Continue to Proliferate Growing ecosystems help create feeling of being “more efficient” and enable contextual computing 81% 2.4 Screen size is driving usage preferences US HH are multi-device Avg # computing devices They want a complete range from just the basics to the latest and greatest as devices are added & replacement cycles extend 2 2 Operating systems follow form factor proliferation to meet expanding customer uses US HH’s have multiple OS’s; with more apps doing more tasks, and connecting more things 3 Ongoing innovation in the device ecosystem is advancing feature sets development on Tablets at a rapid pace. 3 54% 2+ Hours Consumers using multiple operating systems Average time spent each day on apps
Understanding that many consumers want to choose between devices within a particular ecosystem… 1 HP is creating a portfolio of Tablets to ensure the right device(s) is available to meet the needs of consumers. 2 HP to create an experience for consumers to find the right device
Understanding that many consumers want to choose between devices within a particular ecosystem… 1 HP is creating a portfolio of Tablets to ensure the right device(s) is available to meet the needs of consumers. 2 HP to create an experience for consumers to find the right device
The right device is determined on how it will fit in my life and into my personal ecosystem. This “fit” is determined by four factors: OS is a newer dimension of choice that consumers must deal with. While the pro’s and con’s of each are not fully understood by consumers yet, OS is emerging as a choice through familiarity and price. • OS • Form Factor • Screen Size Form factors play a major role in helping the consumer perceive how it will be used. However, the benefits of new form factors are becoming more blurry Screen size is correlated with productivity and mobility. Larger = more immersive, productive experiences Smaller = more mobile and snacking-type experiences. • Level of Features With multiple devices in our ecosystems now, consumers may want a mix of the latest and greatest innovation and more basic feature sets in their different devices based on the role it will play.
HP has built its portfolio across these dimensions to ensure consumers get exactly what they want and found ways to enhance the experience they are looking for.
Brand and category stories HP advances the way we live and work by making technology work for you Story HP is making tablets that are in touch with your world, so you can find a tablet that's tailored to your needs. VP KSPs = star product = Beats Audio™ enabled = target for MSFT/Intel funding = 3G enabled device b 3G
Target segment approach HP is making tablets that are in touch with your wolrd, so you can find the tablet that is tailored to your needs. Expressionists Accomplished Hedonists Basics Rovers Enablers
Segment: Basics Insight: Not tech focused but want to join the mainstream and not feel left behind. Desire products and services but can’t afford the top tier so they look for deals or a more basic/entry level version. Need state: They see a tablet mostly as a toy or device to have fun so purchase is a big pamper or gift to self or loved ones. Can now rationalize the purchase due to lower entry prices. Uses: At home and on-the-go: casual games for you and your kid. At home: e-mail, web surfing, Facebook.
Segment: Enablers • Insight: • Have a rational approach to technology and see it as a means to a comfortable life. Are not the first to get the latest gadget, they only buy the tried and true. • Need state: • With a bigger screen than a smart phone and more portable than a PC, they see a tablet enabling them to do what they want on a more convenient device. • Uses: • At home and on-the-go: games, e-mail, web surfing, Facebook, streaming video, and photos
Segment: Rovers • Insight: • Busy and hyper kinetic they crave control, connectivity and access wherever they go. Not seeking the latest gadget but want a tablet as fast and efficient as they are. • Need state: • Always on the go, they have an increased need for mobility and look for a device with 3G/4G connectivity that delivers a better experience than their smart phone. • Uses: • Everywhere, especially where there isn’t WiFi: 3G connectivity (not LTE)
Segment: Hedonists Insight: See technology as a means to live life more intensively. They don’t just play games, they don’t quit until they get the highest score. They don’t just listen to music, they “become” the music. Need state: They want to enjoy the full immersion and intense experience of a bigger computer but with the mobility and convenience of a tablet. Uses: At home and on-the-go: games, movies, music, creativity (including photos and Instagram), Facebook, e-mail and web surfing
Segment: Expressionists Insight: Love cutting edge technology and high design and believe it’s a reflection of themselves: smart, stylish, successful. They understand technology, are first to get the newest gadgets and brag about them with family and friends. Need state: Want the best in technology and the latest in design. They want a premium experience and are willing to pay the price. But technology is also a means for them to advance, to stay ahead and in the know. Uses: At home and on-the-go: games, e-mail and web surfing, movies, music, photos, Instagram, Facebook; overall, a satisfying experience that you'll want to share with others
Segment: Accomplished Insight: Ambitious and a bit workaholic, they see technology as a means to maximize their productivity on the go. They can easily rationalize purchasing a tablet as an “tool for work” even though they will use it for fun too. Need state: While they are likely to use their tablet for entertainment, they are productivity-driven and want to ensure they can stay connected and in control all the time and everywhere. Uses: Life: games, e-mail, web surfing, social media. Work: work e-mail, Microsoft Office, Skydrive, all Windows 8 apps.
Meet the HP family of Tablets HP tablets are tailored with the precise features and functions to meet individual needs so people can choose the one that best fits their life. HP CONFIDENTIAL
Launch a new portfolio of HP tablets October - December 2013 7” Tablets 8” Tablets 10” Tablets Slate 7 Android ARM Android, Marvell Wi-Fi only & Wi-Fi/3G Versions Android NVidia Wi-Fi only Android, Marvell & Nvidia Wi-Fi only & Wi-Fi/3G Versions Windows Baytrail Wi-Fi Only Existing Product In Market Launch Products
Portfolio approach HP is making tablets that are in touch with your life, so you can find the tablet's that's tailored to your needs. Hedonists Expressionists Accomplished Basics Enablers Rovers b HP 7 ($89) b b 3G Slate7 Plus ($149) Slate7 Extreme ($199) Slate7 HD ($209) Slate 8 Pro ($329) Omni10 ($399) b Slate7 ($139) Slate10 HD($299) 3G b Slate10 HD -3G ($349) = star product = Beats Audio™ enabled = target for MSFT/Intel funding = 3G enabled device b 3G
Understanding that many consumers want to choose between devices within a particular ecosystem… 1 HP is creating a portfolio of Tablets to ensure the right device(s) is available to meet the needs of consumers. 2 HP to create an experience for consumers to find the right device
Proposed 3C Assets to be developed by WW includes region input) Next Gen – markets not supporting Cedar want to support Fig – reco would be to support Olive. We may have issues selling in Fig as specs are close to Nexus 7 but price point is $100 step up Comms plan and assets for UK and France TBD
