HP Workstation: Apple Compete Approach

© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

HP: Apple Compete

© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.�2

Agenda

• Goals and Objectives"• Opportunity"• Strategic Framework and Insights"• Messaging Strategy"• Content Strategy"• Project Details


Project Purpose

• Create an experience that positions HP workstations as the top choice for professional Mac Pro users in the Media & Entertainment market.


Building for Web and Mobile UXUser Flow

Social Media"& Tech Blogs

HP v. Apple Landing Page

Workstation "Landing Page


Business Goals

• Increase workstation market share in M&E industry"• Drive conversion of HP Workstations"• Increase awareness of the HP workstation portfolio"• Increase our brand perception in the eyes of Mac users


Experience Goals

• Connect users to rich, engaging and persuasive content that facilitates consideration of HP machines"

• Provide them with clear access to the Workstation portfolio"• Enable the path to purchase


As defined by HPOpportunity Context

• The Mac Pro tower has been the product of choice for this market for over a decade !"

• Apple has been slow to update this platform causing major riffs in this community !

"• They have abandoned the professional market

by removing professional features from software solutions!

"• New form factor limiting expandability required by

high-end users !"


As defined by HPOpportunity Context

• The Mac Pro tower has been the product of choice for this market for over a decade !"

• Apple has been slow to update this platform causing major riffs in this community !

"• They have abandoned the professional market

by removing professional features from software solutions!

"• New form factor limiting expandability required by

high-end users !"

Target SMB’s in the M&E industry for whom the new Mac Pro design limits their workflow.!"


We’ll explore each to gain insight into our approachStrategic Framework

M&E"Industry

Mac Factor HP


Two tracks of primary research going into these findings:Inputs

CM

• SMB research in EMEA: Mac users"

• Competitive Audit (messaging & tech)"• Online Sentiment Analysis"• Pro Interviews:"

• Film & TV Production"• Editing & Post-Production"• Game Design"• UX/Media"• Product Design & Architecture

HP


The Media & Entertainment IndustryWho do we target here?


The M&E Industry

• Broadcast"• VFX"• Game Design"• Coding/Programming"• Product Design"• Architecture""• Animation"• Graphic Design"• UX Design"• Film & TV Production"• Music Production""

Apple owns 80-90% of this market.

10-20% share "owned by PC’sM&E"

Industry


The M&E Industry

• Broadcast"• VFX"• Game Design"• Coding/Programming"• Product Design"• Architecture""• Animation"• Graphic Design"• UX Design"• Film & TV Production"• Music Production"• Motion Graphics"""

Of this remaining market we know certain audiences are more important than others based on market size:"1. Film & TV "2. Animation"3. Motion Graphics

A core group in this market are already dedicated PC users or dual users (PC specific tasks).


Key Challenges

• Dell is exclusively targeting film and TV professionals – as a cat. leader, we need to lead, not follow"

"• We don’t have insights into the needs of specific

segments – can’t talk to specific usage scenarios believably"

"• The rich video content in flight for the page will target

a broad audience (VFX, music, videographers)"""""


Key Challenges

Our recommendation is to create a broad proposition targeting ‘SMB Creatives’ more generally.

• Dell is exclusively targeting film and TV professionals – as a cat. leader, we need to lead, not follow!

"• We don’t have insights into the needs of specific

segments – can’t talk to specific usage scenarios believably!

"• The rich video content in flight for the page will

target a broad audience (VFX, music, videographers)!""""

!"


Strategic Framework

Target the industry broadly, "focusing on ‘SMB Creatives’.

M&E"Industry

Mac Factor HP


The Mac Factor — Where is the Mac Pro vulnerable?


What are people saying about the new 2013 Mac Pro?Gauging Online Sentiment for Workstations

+ Mac Pro

• “Pro doesn’t mean ‘having everything for everyone built in.’ The Mac Pro is definitely Pro, and definitely not a mess.”""

• “The Mac Pro can drive up to three 4K monitors, it will have enough power to support my work.”""

• “I think it looks pretty cool, I like how they designed it based on functionality.”

• “I like the size – small and portable”

• “Love the new design! I will probably end up trying it out and see how it holds up against my older iMac.

- Mac Pro

• “Kind of hard to spend $3k on a quad core computer with a non-standard, brand specific GPU setup, 256GB of flash memory with no HDDs.”

• “Ouch though, only 1 hdmi port? Really apple? All that graphics power and only one hdmi port?“""

• “Wait…it doesn’t include a track pad or keyboard?”""• “It’s a good replacement for the Mac mini.”

"


Research: The value of hardware

Desire for Expandability

Higher quality/reliabilityImproved perform/prod

Lowest price productSpecific configuration

Expandability/ServiceabilitySupported connectivity options

Trial run to assessMore robust mfr support

Rackable product designNone 18%

7%

10%

10%

14%

19%

21%

24%

43%

53%

Product Design doesn’t rank first

OS ease of useOS stabilityOS security

Product designEnd user capabilities/comfort

Software/app performanceBrand loyalty/image

Transition time to transfer dataFinal Cut Pro availability

Hardware costsTransition time to learn/adopt

Don't know 3%11%13%14%

19%21%

29%29%29%31%

35%36%

Factors that would Prompt Switch Factors that would Prevent Switch


Strategic Framework


M&E"Industry

Mac Factor HPFor most users, the key issues with the new Mac Pro are hardware related – specifically around the expandability of the device.


HP — What can and should we own as a competitive advantage?


% Top-2 Box Mean63% 7.4163% 7.2154% 7.1450% 6.9451% 6.9139% 6.5543% 5.9740% 5.9232% 5.6831% 5.3926% 5.34

OS stabilitySoftware/app performance

OS ease of useOS security

End user capabilities/comfortProduct design

Brand loyalty/imageTransition time to transfer data

Transition time to learn/adoptFinal Cut Pro availability

Hardware costs

0% 25% 50% 75% 100%

1%

4%

1%

1%

1%

1%

3%

1%

1%

1%

1%

18%

21%

17%

10%

14%

4%

1%

6%

6%

3%

4%

3%

4%

6%

6%

4%

1%

3%

3%

1%

3%

6%

1%

4%

6%

4%

7%

1%

3%

3%

6%

7%

3%

10%

4%

1%

11%

1%

3%

1%

15%

17%

15%

10%

14%

19%

8%

10%

14%

11%

6%

8%

6%

10%

11%

6%

10%

10%

14%

3%

6%

10%

15%

14%

15%

7%

10%

17%

11%

14%

18%

7%

13%

13%

17%

10%

19%

21%

10%

24%

14%

15%

22%

21%

14%

14%

22%

21%

22%

29%

28%

36%

39%

40%

42%

Extremely important barrier 8 7 6 5 4 3 2 Not an important barrierDon’t know

OS stability is the highest barrier to switching from MacMore than 4 in 10 businesses that use Apple workstations think OS stability is an ‘extremely important barrier’ in switching to Windows or Linux. More than 8 in 10 think it is an important barrier. Software/app performance and OS ease of use are the next most important barriers.

F20 [ASK IF S70B=1 or A60.2=5] Please consider your current use of Apple workstation(s). Below is a list of attributes that may prevent you from switching to a Windows or Linux workstation from an Apple workstation. Please rate each attribute on a scale of 1 to 9, where 9 means the attribute is ‘an extremely important barrier’ and 1 means the attribute is ‘not an important barrier.’"

Importance of Factors that would Prevent Switch

N=72


We can’t control the software perception factorThe HP Workstation Conundrum

+


We have to tell a hardware storyWhat HP can own

Designed for "modification=


Strategic Framework

We need to own the hardware story, leveraging the modular nature of our designs.


M&E"Industry

Mac Factor HPFor most users, the key issues with the new Mac Pro are hardware related – specifically around the expandability of the device.


Messaging Strategy

Fully customizable, to unleash your full Creative Potential


Customization and Creativity

Marketing

HP Workstation: Apple Compete Approach