Digitals Footprint Is Bigger than Its Foot

By Andrea Orr  |  Posted 2008-04-25 Print this article Print


Why is digital printing so big a focus when it is still such a small part of the printing business?

Today less than 10 percent of the entire printing business is digital. But digital printing enables printing on demand. About 40 percent of books and magazines that are published today ultimately get thrown away. The greeting card industry, at the end of every occasion, destroys most of its merchandise and cards.

What are some of your green initiatives?

One of the things we are doing is promoting digital, on-demand printing. When printed materials are produced at the point of purchase, there is no waste.

Digital technology also offers the ability to print with dry ink as opposed to liquid ink, which produces less hazardous waste. A lot of retailers like Wal-Mart are getting very enthusiastic about being able to replace their photo printing processes with a dry ink.

Is it challenging to comply with environmental regulations?

When you talk about being more efficient with the use of paper and printing, these are things that our products have been supporting for a long time. Many of these concepts, like printing marketing materials on two-sided paper, are not laid out in hard regulations, but they make good sense. To me, the regulations always trail behind the state of the art. The answer is not to force everyone to print in a certain way, but to offer technologies that provide more efficient ways to print.

You describe many new printing applications, but it seems like many consumers still use their printers in a traditional way.

It is not all about what consumers can do from their homes. Today, a consumer can go to Snapfish and create calendars or memory books, or posters to promote events, but it may be more convenient for them to order these prints and pick them up at a nearby drug store or retail store. The equipment to print books and calendars is not necessarily the equipment a consumer would own, but our applications are creating the ability for people to do more things.

Are you focusing more on managed services for the enterprise?

The managed service model is a very important priority for HP.  As I build a set of sophisticated business applications and solutions, there is a set of customers that say they'd rather HP manage it all rather than run it themselves. Part of my growth agenda will be driving more managed services for customers who want to do more complex things.


Submit a Comment

Loading Comments...
Manage your Newsletters: Login   Register My Newsletters

Rocket Fuel