Introducing the world's first web-connected home printer - HP Photosmart

HP is the market share leader in consumer printing by a wide margin. However, the consumer printing category is becoming commoditized, and category sales have stagnated.

Introducing the world's first web-connected home printer – HP Photosmart

BUSINESS SITUATION

Waking up a sleeping category

HP is the market share leader in consumer printing by a wide margin. But, despite this enviable position, the consumer printing category is becoming commoditized, and category sales (even before the economic crisis) have stagnated.

Part of the reason for this is that while consumer electronic developments across many categories have been propelled by the web and have become genuinely exciting to consumers (iPhone is the most obvious example) “home printing” seems increasingly undynamic and lacking in innovation.

Brand equity research shows that...

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