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HP's Chris Morgan on the T400 Announcement

Published on March 18, 2011

Chris Morgan, HP SVP, talks about this week’s media event at O’Neil Data Systems in Los Angeles, and the impact of the newly-announced T400 Inkjet Web Press on the analog to digital transformation of print.

Chris Morgan: We’re excited about the event today. Clearly the T400 is a breakthrough. It’s the most productive color inkjet, most productive digital press in the marketplace and we think it is going to continue to drive this major transformation in the printing world. We really see digital, which has done a great job of addressing short-run, now moving into a really transforming mainstream printing. Cary Sherburne: And so of the markets that you focus on, vertical markets that you focus on, which one do you think is going to be impacted first and the most? Chris: Well, I think that they are all moving, but I use the T400 as an example. Clearly, things like publishing, where you can not look beyond just optimizing the print cost you can look at total cost transformation where you get to remove a lot of the warehousing, a lot of the waste, a lot of the inefficiency of not matching supply and demand, and then also the ability to add all this additional value in terms of versioning, in terms of personalization. You know, we’ve had this conversation about the market having in the past been very focused just on print cost per pieces or print-centric cost and now the really good printers moving up and looking at how do I look at my customer’s total cost? How can I give them advantages there where they still might pay more in what they print, but they’re getting all these additional savings outside of that print or they’re getting all of these additional value adds in terms of ad capabilities like more impact in their publishing burgeoning or more impact in their go to market pieces. Cary: Well, that’s great. Well I want to congratulate you on an event that was just superbly done and everybody’s really excited and congratulations. Chris: Thank you. We’re really glad you’re here and we’re excited. WE are, as we said, we want to really manage the future by inventing it and I think today is another good example of us being on that path.

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