HP has been a leader in the printer market in India with over 50% market share and globally, this American technology company is the number one or two printer brand in most of the countries it operates in. Building on a history of innovation, HP has launched a pocket-friendly photo printer, called Sprocket, for millennials and photography lovers, passionate about capturing memories in their day-to-day life through smartphones. According to Raj Kumar Rishi, senior director, Printing Systems, HP Inc (India), today the world takes nearly a trillion photos a year, but most of these images stay locked in the digital jail of the memory card. “At HP, we wanted to bring back the magic of printing photos and sharing them in a new way, while retaining the convenience of the digital format. We are confident that Sprocket will create an impact amongst Indian consumers,” he tells Sudhir Chowdhary in a recent interaction. Excerpts:
What is this new product? Who is your target audience for it?
HP’s innovation engine is continuously working to introduce products that are developed taking consumer insights and upcoming trends into account. The focus is millennials—a consumer segment that wants outcomes and experiences, not just products or services. According to a report by Morgan Stanley, there are approximately 400 million millennials in India with high disposable income and a strong reliable internet connection. They are set to become a third of the population and the largest disruptive force in India for years to come. We are introducing Sprocket—a pocket friendly photo printer. The aim is to create a social phenomenon with Sprocket for instant sharable fun. While the core target audience for this product are millennials, we feel this product is suitable for people of all ages—be it parents or millennials who want to unlock pictures from their phones and hold them in tangible form; or for those who want to seize the moment and make them last forever. How does HP plan to make its mark in a niche where it has traditionally not operated in? Today, the world takes nearly a trillion photos a year, but most of these images stay locked in the digital jail of the memory card. We wanted to bring back the magic of printing photos and sharing them in a new way, while retaining the convenience of the digital format. We believe there is a strong demand for such products and are confident that Sprocket will create an impact amongst Indian consumers.
What is the go-to-market strategy for this?
Given the target audience for this product, we are launching it exclusively with Amazon.in at a special price of `8,999. India is one of the world’s fastest growing e-commerce markets, and millennials are a key driver behind the growth.
How is HP’s printer business doing? What is HP’s strategy to make sustain growth in this segment?
HP has been a leader in the printer market in India with over 50% market share and globally, HP’s printing ranks number one or two in most of the countries we operate in. With the industry’s most complete portfolio of innovative solutions for the home, for the office, and for commercial and industrial customers, we continue to introduce printing capabilities and innovations that are driving the industry forward. We have continued to accelerate innovations in speed, quality, and cost. In India, HP is the market leader by a significant margin and is continuing to make headway in segments like A3. As per IDC figures, HP had an overall market share of 52% in the print HPS segment in India in Q2 2017. With Sprocket, we have entered the pocket-sized print segment and this will further improve our market share. We intend to grow our business in consumer millennials (since more than 50% of Indian population are millennials) and commercial (SMB, mid-market, start-ups, large enterprises) segments.
HP SPROCKET PHOTO PRINTER
Meet the HP Sprocket, a tempting pocket-sized photo printer that allows users to print directly from their mobile device instantly. The new device is intended for youngsters and photography lovers who are forever geared up to capture some of the interesting moments in their day-to-day life, courtesy mobile phones. The HP Sprocket makes photo printing more intuitive, convenient and snappy. Available for Rs 8,999 on Amazon, it comes in three colours—Black, Red and White. The photo printer connects seamlessly to mobile devices via Bluetooth and prints photographs sized 2 x 3 inches using ZINK technology. The ZINK Photo Paper delivers colourful, smudge-proof, water-resistant and tear-resistant photos without ink or toner cartridges as all the colours required for printing are embedded in the HP ZINK photo paper itself. Additionally, the peel-and-stick backing property of ZINK paper can turn favourite photos into fun stickers that can personalise everyday items such as bags, phones and notebook PCs.
There’s a free HP Sprocket app, available on Android and iOS App Store, through which users can customise their photographs by adding fun borders, emojis, stickers, filters and fonts available in the mobile app before printing them. This companion app enables users to print photographs directly from their social media accounts on Facebook and Instagram as well as choosing from their phone’s camera roll. It supports a range of file types including .jpeg, .gif and .png; the app enables users to work on almost any image format. HP ZINK paper will be available for Rs 539 for a pack of 20 and Rs 1,249 for a pack of 50. Pack of 10 papers will come with the box at the time of purchase.