Hewlett-Packard(HP) on Tuesday launched a $300 million marketing campaign to help drive its strategy of leveraging Web-based printing services to get people to print more with HP hardware. Besides launching new services for consumers and businesses, HP also rolled out a host of new printers. HP's hardware launch included 12 consumer inkjet printers, including five compact photo printers, five Photosmart single-function and all-in-one printers, and two Deskjet models. Three of the products come with built-in touch screens. For small and medium-sized businesses, HP introduced two inkjets, three laser printers, and three scanners, including two flatbeds and a sheet-feed model.
The rollout is a continuation of HP's Print 2.0 strategy announced in May at the company's Imaging and Printing Conference in New York. The strategy is heavily focused on leveraging Web-based services in trying to capture a significant share of the growing number of digital pages printed each year. According to HP, 53 trillion digital pages are forecast to be printed in 2010, creating a market valued at more than $296 billion.
