Cary: Hi, I’m Cary Sherburne, Senior Editor at WhatTheyThink.com and I'm here with Avi Basu who is the manager of North American Business Development HP. Welcome.

Avi Basu: Thank you.

Cary: You’re – one of your responsibilities is has to do with HP Capture Program which is a business development program for your customers. Maybe you can talk to us a little bit about how that works and what the customer response has been to what you’re providing for them.

Avi: Right, actually Capture which is our branded offering from HP has been launched about four years ago. And actually it was intended to be part, it’s not the only thing, but its part of a broader business development offering. So just to put it in perspective, what our customers have told us is HP would like to get your help to figure out how do I develop my business. Making the investment in HP relatively speaking is the easiest part. The real work starts after you install it.

Cary: Exactly.

Avi: How do I build my business that’s profitable, that I can sustain, that my salespeople feel good about. So there’s a set of services which includes all the way from training courses including sales training course, developing a marketing plan, how to develop a web to print business, how to understand what trends are going on in social media, how do you approach not no longer just a buyer but perhaps a marketing manager, perhaps a CMO. These are fundamental new skill sets or new test cases or new learning’s that many of our customers are looking to HP for.

So we have created with the help of a lot of other industry content providers as well as our own internal experts and we put that under an umbrella that we call Capture.

Cary: Okay.

Avi: Okay. So this is Capture is our comprehensive program that we offer as part of what we call our Customer Business Development.

Cary: And is the primary channel of distribution for that DSCOOP or is DSCOOP just one channel. I mean cause it seems like based on the Indigo side most of your customers must be members of DSCOOP.

Avi: Yeah, actually bring up an excellent point. This is a very exciting development for us especially for this year. As you know we just made some big announcement, DSCOOP did along with HP. We actually completely taking this to the next level where yes we have had Capture for the last four years, we’re adding lot of new content and material based on the feedback and learning’s that we have but we have much more strongly formalized now with DSCOOP and HP to say if you are an HP customer you have choices. And what we’re building with DSCOOP is a set of very rich content, some of it is coming from HP, some of it is coming from DSCOOP sourcing from not only real life example with customers but also with other sources like Infotrends.

Cary: Infotrends.

Avi: Exactly. Infotrends marketing share product and other people like that. There number of such arrangements. All this plethora and rich of information now jointly available from DSCOOP and HP is available to our customers.

Cary: That’s great and whether or not they’re members of DSCOOP or.

Avi: For DSCOOP source information they have to be members of DSCOOP. If you not a member of DSCOOP, and I can’t imagine anybody not being a member.

Cary: Yeah, exactly.

Avi: When they find out they absolutely become members of DSCOOP but also if they’re not, in the beginning stages of something, they certainly have access to that as an HP customer, true HP sources as well.

Cary: That’s great because like you said one of the biggest challenges is not only how I monetize this investment I made and well I worked for Indigo many years ago, 95, 96.

Avi: The early days.

Cary: And those days it was really tough. It’s a lot easier now. I mean there weren’t the resources that you’re providing, so it’s really great news.

Avi: Right, well we find our customers they no longer asking us what is VDP. If you’re asking that question chances are the market’s gone past you.

Cary: Yes, that’s a very good point.

Avi: What they’re asking is how do monetize VDP because our customers, their customers are not asking what is VDP, they’re asking for not do you have the desire output. They care about do I have the desire outcome. Right?

Cary: Outcome. Exactly. That’s very good description.

Avi: How you do that is I think what they’re looking for examples and so no matter what we do I think we as human beings certainly our customers when they hear examples, real life examples from their peer enable to DSCOOP it’s so much more credible than anything you or I could say.

Cary: Absolutely cause they know those peers are on the front line right there with them.

Avi: Exactly.

Cary: Well great, great work. Thank you.

Avi: Thank you.