tablets - creating the story behind the products

31
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. Tablets - Creating the story behind the products 8/6/2013

Upload: yan

Post on 22-Feb-2016

39 views

Category:

Documents


0 download

DESCRIPTION

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. - PowerPoint PPT Presentation

TRANSCRIPT

Page 1: Tablets - Creating the story behind the products

© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

Tablets - Creating the story behind the products8/6/2013

Page 2: Tablets - Creating the story behind the products

© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.2

The Evolving computing category

Category & Consumer Trends The Consumer The Portfolio

Page 3: Tablets - Creating the story behind the products

© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.3

Rapid changes in the category and consumer expectations are creating tension in the categoryForm Factor, OS Expansion,

Features setsConsumers shifting to contextual

computing1 Form Factors Continue to Proliferate

2 Operating systems follow form factor proliferation to meet expanding customer uses

1 Growing ecosystems help create feeling of being “more efficient” and enable contextual computing

They want a complete range from just the basics to the latest and greatest as devices are added & replacement cycles extend

2

US HH’s have multiple OS’s; with more apps doing more tasks, and connecting more things

3

US HH are multi-device

81%Avg # computing

devices

2.4

Consumers using multiple operating

systems

54%Average time

spent each day on apps

2+ Hours

Screen size is driving usage preferences

Ongoing innovation in the device ecosystem is advancing feature sets development on Tablets at a rapid pace.

3

Page 4: Tablets - Creating the story behind the products

© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.4

Understanding that many consumers want to choose between devices within a particular ecosystem…

1

2

HP is creating a portfolio of Tablets to ensure the right device(s) is available to meet the needs of consumers.

HP to create an experience for consumers to find the right device

Page 5: Tablets - Creating the story behind the products

© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.5

Understanding that many consumers want to choose between devices within a particular ecosystem…

1

2

HP is creating a portfolio of Tablets to ensure the right device(s) is available to meet the needs of consumers.

HP to create an experience for consumers to find the right device

Page 6: Tablets - Creating the story behind the products

© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.6

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:

Screen size is correlated with productivity and mobility. Larger = more immersive, productive experiences Smaller = more mobile and snacking-type experiences.

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.

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

Screen

Size

Level of Features

Form Factor

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

Page 7: Tablets - Creating the story behind the products

© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

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.

Page 8: Tablets - Creating the story behind the products

© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

Our Approach

Page 9: Tablets - Creating the story behind the products

© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.93G= 3G enabled device

The HP family of tablets deliver the right combination of features and functions for every tablet customer.

Star tablets: Slate7 Extreme, Slate7 Pro, Omni10.

= star product = target for MSFT/Intel funding

Brand and category stories

HP is making tablets that are in touch with your world, so you can find a tablet that's tailored to your needs.

b= Beats Audio™ enabled

HP advances the way we live and work by making technology work for you

Stor

yVP

KSPs

Page 10: Tablets - Creating the story behind the products

© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.10

Basics Accomplished

ExpressionistsHedonistsEnablers

Target segment approach

Rovers

HP is making tablets that are in touch with your wolrd, so you can find the tablet that is tailored to your needs.

Page 11: Tablets - Creating the story behind the products

© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.11

Segment: BasicsInsight: 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.

Page 12: Tablets - Creating the story behind the products

© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.12

Segment: EnablersInsight: 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

Page 13: Tablets - Creating the story behind the products

© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.13

Segment: RoversInsight: 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)

Page 14: Tablets - Creating the story behind the products

© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.14

Segment: HedonistsInsight: 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

Page 15: Tablets - Creating the story behind the products

© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.15

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

Page 16: Tablets - Creating the story behind the products

© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.16

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.

Page 17: Tablets - Creating the story behind the products

© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

The Portfolio

Page 18: Tablets - Creating the story behind the products

© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.18

Meet the HP family of Tablets

HP CONFIDENTIAL

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.

Page 19: Tablets - Creating the story behind the products

© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.19

7 inch and 8 inch Android

Page 20: Tablets - Creating the story behind the products

© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.20

10 Inch Android 3G and 10 Inch Windows

Page 21: Tablets - Creating the story behind the products

© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.21

Launch a new portfolio of HP tablets October - December 2013Slate 7

Android ARM Android, Marvell &

NvidiaWi-Fi only & Wi-Fi/3G

Versions

Existing Product In Market

7” Tablets

8” TabletsAndroid NVidia

Wi-Fi only

10” TabletsAndroid, Marvell Wi-Fi only & Wi-Fi/3G

Versions

Launch Products

Windows BaytrailWi-Fi Only

Page 22: Tablets - Creating the story behind the products

© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.22

Basics Accomplished

ExpressionistsHedonistsEnablers

HP 7 ($89) Slate7 Extreme($199)

Slate7 Plus ($149) Slate 8 Pro ($329)Omni10 ($399)Slate7 ($139) Slate10 HD($299)

Slate7 HD ($209)3G

3G= 3G enabled device= star product = target for MSFT/Intel funding

Slate10 HD -3G ($349)3G

Portfolio approach

Rovers

HP is making tablets that are in touch with your life, so you can find the tablet's that's tailored to your needs.

b

b

b

b

b= Beats Audio™ enabled

b

Page 23: Tablets - Creating the story behind the products

© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.23

Understanding that many consumers want to choose between devices within a particular ecosystem…

1

2

HP is creating a portfolio of Tablets to ensure the right device(s) is available to meet the needs of consumers.

HP to create an experience for consumers to find the right device

Page 24: Tablets - Creating the story behind the products

© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.24

Proposed 3C Assets to be developed by WW includes region input)Product Slate7 Olive Fig Bonsai 7

4GBonsai 10 Wifi

Bonsai 10 4G Cedar

Last 3 feet – POS, Demo videos

yes yes yes yes yes yes Yes

Last 3 ClicksDigital+content

yes yes yes yes yes yes Yes

Print (Next Gen)

Yes (FR/UK) yes

Yes (FR/UK )

Yes (FR/UK )

Yes (FR/UK ) Yes

OOH (Next Gen)

Yes (FR/UK )

Yes (FR/UK )

Yes (FR/UK )

Yes (FR/UK )

Yes (FR/UK)

Digital and Social (Next Gen)

Yes (FR/UK )

Yes Yes (FR/UK )

Yes (FR/UK )

Yes (FR/UK ) Yes

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 upComms plan and assets for UK and France TBD

Page 25: Tablets - Creating the story behind the products

© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.25

POS Key Visuals - WIP

Page 26: Tablets - Creating the story behind the products

© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.26

POS – Using Next Gen Platform

Page 27: Tablets - Creating the story behind the products

© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

Packaging

Page 28: Tablets - Creating the story behind the products

© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.28

3C Packaging with Android Screen

Page 29: Tablets - Creating the story behind the products

© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

Appendix

Page 30: Tablets - Creating the story behind the products

© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.30

Page 31: Tablets - Creating the story behind the products

© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.31

Tablet Consumer SegmentsProfile Basics Enablers Rovers Hedonists Expressionis

tsAccomplished

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.

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.

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.

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.

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.

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”.

Need states 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.

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.

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.

They want to enjoy the full immersion and intense experience of a bigger computer but with the mobility and convenience of a tablet.

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.

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 At home and on-the-go: casual games for you and your kid. At home: e-mail, web surfing, Facebook.

At home and on-the-go: games, e-mail, web surfing, Facebook, streaming video, and photos

Everywhere, especially where there isn’t WiFi: 3G connectivity (not LTE)

At home and on-the-go: games, movies, music, creativity (including photos and Instagram), Facebook, e-mail and web surfing

At home and on-the-go: games, e-mail and web surfing, movies, music, photos, Facebook; overall, a satisfying experience that you'll want to share with others

Life: games, e-mail, web surfing, social media. Work: work e-mail, Microsoft Office, Skydrive, all Windows 8 apps