Tablets - Creating the story behind the products

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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. - PowerPoint PPT Presentation

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Tablets - Creating the story behind the products8/6/2013 Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.#The Evolving computing categoryCategory & Consumer TrendsThe ConsumerThe Portfolio Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.#Rapid changes in the category and consumer expectations are creating tension in the categoryForm Factor, OS Expansion, Features setsConsumers shifting to contextual computing1Form Factors Continue to Proliferate

2Operating systems follow form factor proliferation to meet expanding customer uses1Growing ecosystems help create feeling of being more efficient and enable contextual computingThey want a complete range from just the basics to the latest and greatest as devices are added & replacement cycles extend2US HHs have multiple OSs; with more apps doing more tasks, and connecting more things 3US HH are multi-device81%Avg # computing devices 2.4Consumers using multiple operating systems54%Average time spent each day on apps2+ HoursScreen size is driving usage preferences

Ongoing innovation in the device ecosystem is advancing feature sets development on Tablets at a rapid pace.3 Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.#3Understanding that many consumers want to choose between devices within a particular ecosystem12HP 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 Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.#Understanding that many consumers want to choose between devices within a particular ecosystem12HP 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 Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.#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 pros and cons of each are not fully understood by consumers yet, OS is emerging as a choice through familiarity and price.OSScreen SizeLevel of FeaturesForm FactorForm 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 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. Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.#7Our Approach Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.#3G= 3G enabled deviceThe 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 fundingBrand and category storiesHP 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 enabledHP advances the way we live and work by making technology work for youStoryVPKSPs Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.#BasicsAccomplishedExpressionistsHedonistsEnablersTarget segment approachRoversHP is making tablets that are in touch with your wolrd, so you can find the tablet that is tailored to your needs. Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.#Identify key consumer segments and need states

10Segment: BasicsInsight: Not tech focused but want to join the mainstream and not feel left behind. Desire products and services but cant 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.

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

Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.#12Segment: 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 isnt WiFi: 3G connectivity (not LTE)

Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.#13Segment: HedonistsInsight: See technology as a means to live life more intensively. They dont just play games, they dont quit until they get the highest score. They dont 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

Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.#14Segment: ExpressionistsInsight: Love cutting edge technology and high design and believe its 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

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

Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.#16The Portfolio Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.#Meet the HP family of Tablets

HP CONFIDENTIALHP tablets are tailored with the precise features and functions to meet individual needs so people can choose the one that best fits their life. Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.#18

7 inch and 8 inch Android Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.#19

10 Inch Android 3G and 10 Inch Windows

Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained h