Technology and Society - HP Case Study

TECHNOLOGY AND SOCIETY

Elisabeth Alidou

TECHNOLOGY IMPROVED…

Education & learning process (ex: VR)

Transportation provides

mobility for people and

goods

The diagnoses & treatment of a number of

medical conditions

The way people meet and engage

in relationships

TECHNOLOGY IMPACT ON COMMUNICATION

Barak Obama uses technology

as a persuasion

tool

 Improvement of customer service (ex: Hello Bank!)

Transfer of information for better solutions to

any problem

Social medias: live

online communities

MAGIC WORDS. THE UNWRITTEN STORIES. BY HP

How does HP transform Google Speech, a simple technology tool into an emotional transmitter?

JOSÉ ARCANJO DOS PASSOS…

… KEEPS MIXING UP STORIES BECAUSE OF HIS MEMORY LOSSES

HE WISHES HE COULD WRITE THEM DOWN SO HIS GRANDCHILDREN CAN READ THEM

HP’S LATEST CONCEPT: HP INC.

 Illiterate people from Brazil, including rural areas and big cities like Săo Paolo and Rio de Janeiro, got their stories printed out in real time with the help of an HP printer and Google speech API

 Their stories were then published in a paperback book and turned into a documentary.

A SUBJECT THAT MATTERS

13 M illiterate people in

Brazil

Stories go unwritten

People need to preserve

their memories

Knowledge transmission

ENGAGING CHARACTERS

“A man tells his stories so many times

that he becomes the

story”

Unique characters with their own style. Narration

voice.

Bringing nostalgia

and empathy

True characters

reminding us of our

relatives

ENGAGING STORIES

Stories about

courage and home

remedies

Stories exist since Earth’s Beginnings

Evoking warm-and-

fuzzy feelings

Stories that drive the listener

“JUST LIKE MAGIC”: SIMPLE TECHNOLOGY, APPLIED IN A MEANINGFUL WAY

Magic: “the power of apparently influencing events by using mysterious or supernatural forces.” Oxforddictionaries

Technology is compared to a magical tool that can make impossible things possible

WHAT ARE THE BARRIERS?

Videos replace the

written words due to digitalization

Only 41 %

smartphone penetration in Brazil*

Difficult access to this technology: printer + ink

*2015 Pew Research Center

SO WHY DID HP LAUNCH THIS CAMPAIGN?

HP: market leader in PC commerce in

Brazil

Coherence: positive image, in conjunction with society

issues & values

Manufacturing centers in the

São Paulo state cities of Jundiaí, and Sorocaba

HP WANTS TO PROVE THEY’RE INNOVATIVE

Change of internal

organization after CTO Martin Fink retirement

Adapting to blended

reality trends such as

hypermobility

HP Spectre: world’s thinnest laptop

Looking into 3-D printing

innovation

LET’S RECAP

Innovation: reinvented the way we preserve our

memories

Society matter which concerns a big part of

Brazil’s population

Impactful, memorable, stories lead

to true brand loyalty

HP democratizes

writing to illiterate people