HP gives users a feel for its products

10-06-2008

by Emmet Ryan

The unveiling of the TouchSmart PC was the highlight of the morning at the opening of the HP Connecting Your World summit in Berlin on Tuesday.

The touchscreen PC was introduced in dramatic style at the Berlin Conference Centre, rising majestically from beneath the stage.

"We've made the computer as easy to use as an ATM with the touch of a finger," explained Satjiv Chahil, senior vice president of marketing with HP's Personal Systems Group.

The device, which has an interface that will be most familiar to iPhone owners, allows users to literally drag and drop items. HP debuted an ad for the Touchsmart called 'The Maestro' at the conference. The advertisement features a young conductor from California furiously flinging image and text files through the air.

The Berlin event had a decidedly German feel to it. A jazz troupe introduced Eric Cador, HP's senior vice president for the Personal Systems Group in EMEA, on stage with a rendition of 'Galvanise' by the Chemical Brothers.

Cador then handed over affairs to German TV personality Cherno Jobatey, who hosted the event and proved that some humour doesn't translate well.

In between the cheesy gags and parading of the TouchSmart, HP managed to deliver a message that the youth segment is of vital importance to the firm. The PC maker has recruited stars like Jay Z and Serena Williams to promote its products to the 13 to 31 age group, aka the 'net generation'.

"This is a generation that has grown up not knowing what it's like to not have a PC," said Todd Bradley, executive vice president of the HP Personal Systems Group.

David Roman, vice president of HP's Worldwide Marketing Group, told attendees that this age bracket had become the single largest buyer segment for consumer electronics. "When we get things right with them, we get things right across the world," said Roman.

As part of the firm's move to develop its presence in the youth market, HP is teaming up with MTV for a web-based reality show. The 'Engine Room' will see teams compete in video and sound mixing challenges, using HP technology. The show will be interactive with the audience able to create and submit their own solutions to the challenges posed to contenders.