HP to leverage growth in LFP segment

What are your strategy for developing and rolling out products in the LFP segment?

In the LFP segment, there are different needs for different people. Hence, we are working out on printers, which will give a different kind of experience for various people according to their usage.

As a first initiative, we have now rolled-out two LFP models aimed at the professional photography and fine arts segment. For this we have taken the inputs from the photographers themselves. We have worked on the various levels of expertise on the colour segment, as ink is a major part of these creative segments, apart from offering media flexibility. This offers the user to take printouts in both paper and non-paper media, and also giving Image permanence, which is the most important aspect. The inks offer 200 plus years of fade resistance and they are also water resistant.

What do you aim to achieve by your LFP offering and who are our target audience?

We aim to offer professionals in the creative segments, especially in photography and fine arts, apart from advertising area, colour results, which are closer to their expectations and visualisation.

As for the target audience, we are aiming at Technical and Speciality office, Architecture, Engineering and Construction, Mechanical CAD, Geographical Information Systems, Business Graphics and also retailers, for whom large format printing with the right k ind of colours is a professional necessity.

However, we would now be showcasing our products to the professional photography segment, and grow the market for photo exhibitions, which is not as popular in India as it is in the rest part of the world. Similarly, there is also a huge potential in the fine arts segment, whereby many artists feel that their work could be replicated and wish it to be in as many places as it can.

What would be the Go-to-Market strategy adopted by HP to take this forward?

HP would be working with more photographers, photo and art galleries, apart from holding educational seminars and workshops at students level to make the user-community know the presence of professional LFP solutions from our company.

We also intend to educate our channel partners and work with them, thus making them understand that they could work with printers and in any media with any application.

Digital photography has not growth much in India with the people’s reluctance to technology. Hence, we shall also be targeting at photo-studios across the country. We believe there is more potential in the mini-metros, as people over there innovate in these places. Thus, we would not be restricting ourselves to a particular market or geography alone.

We would also be bringing to India, snapfish, an online digital photography company based out of the US, which HP had acquired some time back.

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