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HP's Printer Blitz

Boot Camp feature for Thursday, July 25, 2002

New printers from Hewlett Packard. Bloomberg Boot Camp, a report on today's technology. With the acquisition of Compaq, HP is the number one PC maker... squeaking by Dell at least for now. But the company still counts on its printer business to produce the real profits. And for the first time, HP decided this summer to revamp its entire printer line. Larry Lesley is senior VP for imaging and printing...

"And what we're about to launch into is the largest product rollover in Hewlett Packard's history. We've spent a tremendous amount of energy and investment in redesigning the printing business from the ground up. So we're introducing some new technology that basically is a scalable technology giving you great photographic images at the entry level price points all the way up through what you would expect from the photo advertised products at higher price points."

By early next year, HP will be introducing fifty new imaging and printing products. Why the dramatic overhaul?

"We look at ourselves as the leaders in the industry. Leaders need to re-invent themselves to stay on top. And so what we have done is we have gone off and looked at one of the fastest growing areas of the printing market, which happens to be at the lower price points, and we've specifically designed products for that customer base in mind."

The new printers are smaller and stylish... with prices as low as 79 dollars. HP and other printer makers make their real money from what they call consumables. Those ink jet cartridges that cost so much. Bloomberg Boot Camp, I'm Fred Fishkin.