HP to showcase printing power at GITEX Dubai

With four months to go until GITEX Dubai, HP Middle East’s imaging and printing group (IPG) is already fine-tuning its marketing message and product plans ahead of the region’s number one ICT trade show.

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By  Matthew Wade Published  May 2, 2007

With four months to go until GITEX Dubai, HP Middle East’s imaging and printing group (IPG) is already fine-tuning its marketing message and product plans ahead of the region’s number one ICT trade show. The IPG team is approaching this year’s GITEX TECHNOLOGY WEEK with education firmly in mind, as it looks to answer the questions and meet the price-performance challenges from business and consumer users alike. “From a product perspective colour in the office is a crucial theme at present, and it will certainly be one of our key focus areas at this year’s event,” says Sherifa Hady, consumer business manager at HP IPG Middle East. “Colour is becoming more and more important to customers; we realise however that while a great many users intend to buy colour, many don’t take the next step and actually buy. We’ll therefore be looking to educate these customers on why to buy colour and how to approach this decision,” she adds. In some cases, Hady explains, one consideration holding buyers back from making the leap to colour is what they perceive as an increase in printing costs associated with outputting documents in several colours. “That’s why we’ll be explaining and demonstrating features such as our LaserJet products’ colour management functions,” Hady adds. Even before the colour question arises, some buyers also remain unsure of the printer technology best suited to their needs: an inkjet machine or a toner-based laser solution? “Our teams at GITEX TECHNOLOGY WEEK and also at GITEX Shopper & Consumer Electronics Expo will also be working to fully educate end users on the HP models and technologies that are best suited to their use,” Hady says. Bargain hunters descending on this year’s GITEX Shopper & Consumer Electronics Expo can snap up some photo-printing bargains this year with major manufacturers all looking to make their mark in this fast-growing segment. HP is no exception. “Through our research, we’ve discovered there’s a huge demand for [photo-printing]. None of the printer vendors have really given enough focus to this area in the past, so we’ll be on hand through our demonstration and product areas at GITEX Shopper & Consumer Electronics Expo to explain the convenience and cost benefits of our Photosmart home photo printer solutions,” continues Hady. For HP, the regional credentials of GITEX TECHNOLOGY WEEK and GITEX Shopper & Consumer Electronics Expo, coupled with the rapid growth that is occurring in the Middle East market, means that both shows remain must-attend events for the vendor. “That’s because for us it’s not just a UAE event, it’s a true Middle East event,” Hady says. “We remain highly committed to GITEX. It’s very important for our team at IPG and very important for HP overall. We meet many customers at the show and we’ve closed many deals in the past as a result of our GITEX meetings.”

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