HP US Consumer Notebooks Mobile Program

© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

US Consumer Notebooks 2013 Pre/Post-Sale Mobile Program

US Consumer Computing Category and WW Digital StrategyAugust 2013


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2013 Notebook Pre/Post-Sale Mobile Program

• Six billion people use mobile devices worldwide—far more than use TVs and PCs combined. • Internet adoption rate growth has tracked five times faster for mobile than for desktops.• The number of mobile devices accessing the internet will exceed PCs by 2013. • US smartphone and tablet owners spend more on mobile data access than do other markets.• Mobile messaging generates an average response rate of 12 percent—a significant jump over

the two percent achieved by traditional marketing. • Location-based and local targeting options are expected to drive higher returns on marketing

spend with map and directions access ranking among the most frequently used activities. • HP’s US Consumer notebook mobile programs have performed well above expectations; 2011

and 2012 QR code scans consistently represented double-digit shares of sales out, for example.

Why does mobile matter to HP?

Sources: HP Digital Ecosystem Mobile Strategy (Ad Week, Google, Microsoft Advertising, mobiThinking).Yeager, Bryan. “Roadmap 2013: Digital Marketing & Media.” InfoTrends. January 2013.


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• Customer reviews, differentiating feature messages and product/feature demo videos are key influencers (often tie breakers) in the purchase decision but are not often accessible through retail store merchandising. Mobile sites provide an efficient way to deliver this key content.

• According to in-house research:• Nearly half of smartphone owners say they have used their smartphone to look up product information when in store.• Nearly two-thirds of smartphone owners have accessed product reviews on their smartphone when in a store.• Over half of smartphone users claim to be highly influenced by online reviews.

• Access to self-help tools, “how to” demonstration videos, and comprehensive HP contact information has been proven to help improve customer satisfaction and reduce returns.

• Today’s mobile web experiences are the foundation for tomorrow’s expanded capabilities that will ideally enable dynamic SKU-level comparisons, customized offers driving product sales in and around stores, plus Support, accessory and other service sales at home or anywhere.

• Bottom line: Mobile will help ensure consumers get the information they need plus the best value for them when and where they are shopping for, or using, products.

Why does mobile matter to the shopper?

Source: McKay, Sheila (2013). “Holiday 2012 Product and Channel Selection.” HP primary research. HP Digital Ecosystem Mobile Strategy (Ad Week, Google, Microsoft Advertising, mobiThinking).



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QR Codes on Palm Rest Labels

• All US Consumer notebook products include labels with QR Codes and URLs leading to mobile-optimized web sites.

• Sites include pre- AND post-sale experiences!• Sites deliver series-level content—feature descriptions, product and feature

videos, iconography, photos, offers, plus complete support information.

Landing page

Palm rest label



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Post-sales and Pre-sales series-level experiencesPre-sales

Post-salesLanding page

2013 Notebook Mobile Program


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Pre-sales experience Pre-sales

• Series feature descriptions• Product and feature videos• Offers—Box and Google Drive cloud storage, T-

Mobile 4G, security software trial• Customer reviews

FeaturesFeature Demos

Offers



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Post-sales

Post-sales experience

Offers

Get started

HP Support Assistant

HP PC Help



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Recently launch sites for Holiday 20132013 Notebook Mobile Program

HP Pavilion 14-n000 Notebook PC serieshttp://www8.hp.com/us/en/m/qrc/5401217/index.do?proc=amd

HP Pavilion 15-n000 Notebook PC serieshttp://www8.hp.com/us/en/m/qrc/5401225/index.do?proc=amd

http://www8.hp.com/us/en/m/qrc/5401217/index.do?proc=amd





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The Team2013 Notebook Mobile Program

CoreDana Harrold, PPS-A US Consumer Computing Category, Senior Product Marketing ManagerSusan Dininni, PPS-WW Digital Marketing, Program Management LeadCindy Maestas, PPS-WW Digital Marketing, Program SponsorPhil Green, Beeline, VP of Digital InnovationsCristin Shea, Beeline, Senior Account Manager

QR code labels—Faith Braaksma, PPS-A PC Category, Consumer Cycle Manager

Customer reviews—Heather Hastings, PPS-A US HP Shopping, Web Experience Manager

Mobile WebAndrei Tudor, WW IT OperationsGabriel Grigore, WW IT OperationsAdrian Ber, WW IT Operations

Offers: Security and HP Connected suite—Tad Shelby, PPS-A Applications & Services Group, Business Development ManagerBox—Kathy Chen, PPS-A Applications & Services Group, AMS Deployment ManagerGoogle Drive—Michele Mixter, PPS-A Applications & Services Group, AMS Deployment ManagerT-Mobile—Lori Laxen-Brown, PPS-WW Mobility GBU, Mobility Channel Program Manager Content automation:Provisioner content—Pat Oullette, PPS WW Marketing Shared Services, Content ManagerProvisioner legal guidance (Back-to-School 2013)—Valerie Andes, PPS WW Commercial PC Marketing, Senior Paralegal Post-sale experience:Content—Wally Norwood, PPS GDS-A, Social Media Support ManagerSupport—Bryan Norton, PPS CSS-A, Field Product Quality Manager

© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.10


Exposure Engagement Effectiveness

Measurement Plan Overview

• Total Visits

• Unique Visitors

• New (versus Returning) Visitors

• Total Scans

• Scan Rate (as a percentage of sales out

• Engagement Rate (1—Bounce Rate)

• Total Page/Video Views

• Page/Video Views per Visit

• Minutes per Page/Video View

• Events (Clicks, Instances) per Visit

• Minutes per Visit (Average Visit Duration)

• Share of Events by Page

• Sharing (Send to friend)

• Returning Visitors

• Purchase Decision Influence

− Surveys

− Digital Offer Redemptions (future)

• Opt-ins (future)


Thank you