Ser­ena Yong Businesses want more re­turn on their in­vest­ment in IT, and con­sumers want more from their de­vices.

Gen­eral Man­ager, Print­ing & Per­sonal Sys­tems, Sin­ga­pore & Malaysia, HP


Tell us about your role at HP Sin­ga­pore and Malaysia.

I first joined the com­pany in 1988, and last year was my 25th an­niver­sary at HP. I’m re­spon­si­ble for the growth, busi­ness per­for­mance and mar­ket pen­e­tra­tion for all of our PPS prod­ucts. I’m also in charge of driv­ing our chan­nel strat­egy and its im­ple­men­ta­tion across all en­ter­prise and commercial chan­nels in Malaysia, and Sin­ga­pore.

What are some of the in­ter­est­ing trends that you ob­served in re­cent years?

The rise of tablet PCs among con­sumers and businesses is one of the most no­table trends we’ve seen in mo­bile com­put­ing in re­cent years, in Malaysia and else­where. This has been driven by a range of fac­tors, in­clud­ing an in­creased de­sire for mo­bil­ity, the con­tin­u­ing ap­petite among con­sumers for ‘smart’ de­vices, the re­quire­ment by businesses for de­vices that can man­age large amounts of data within a se­cure in­fra­struc­ture, and so on.

An­other key trend is the ‘con­sumer­iza­tion of IT, where con­sumers are look­ing for an in­creased range of ex­pe­ri­ences on their de­vices, and businesses are look­ing for far greater lev­els of mo­bil­ity and se­cu­rity in the de­vices that are used by em­ploy­ees.

In print­ing, we’re see­ing an in­creas­ing de­sire for pro­duc­tiv­ity and se­cu­rity across our en­ter­prise and busi­ness cus­tomers, as well as among con­sumers. But our cus­tomers now want greater lev­els of in­no­va­tion also. For ex­am­ples, cus­tomers want mo­bile print­ing to be easy, con­ve­nient and flex­i­ble, mak­ing it easy to use and print from mo­bile de­vices both at work and at home.

Given the em­pha­sis on mo­bil­ity, how will HP’s strat­egy come into play?

In terms of mo­bil­ity, at HP, we have de­vel­oped a num­ber of tablet prod­ucts, such as our Slate 7 Ex­treme, which we be­lieve will be a val­ued op­tion for con­sumers who are look­ing for at­trac­tive, com­pet­i­tively priced tablet PC op­tions. Some jour­nal­ists and com­men­ta­tors have spo­ken about how the tablet will change the world. At HP, we are ideally po­si­tioned to cap­i­tal­ize on this trend by pro­vid­ing con­sumers with what they are look­ing for.

But it should be noted that we view tablets as an ex­ten­sion of our over­all per­sonal sys­tems port­fo­lio. We have an ag­gres­sive tablet strat­egy that aims to gain enough scale to aid hard­ware mar­gins while driv­ing at­tached ser­vices and soft­ware rev­enues.

We in­tend to cover all ma­jor seg­ments in Malaysia with a broad port­fo­lio, of­fer­ing choice for the cus­tomer. Our port­fo­lio now in­cludes tablets in a va­ri­ety of sizes and op­er­at­ing sys­tems that pro­vide com­pelling so­lu­tions for home as well as the of­fice. Go­ing for­ward you’ll see an in­creased fo­cus in pro­duc­tiv­ity ap­pli­ca­tions and op­ti­miz­ing tablets for busi­ness - this is an area in which we need to lead.

For print­ing, HP is sim­pli­fy­ing the mo­bile print ex­pe­ri­ence with se­cure peer-to-peer wire­less print­ing and touchto-print tech­nol­ogy. HP is de­liv­er­ing these ca­pa­bil­i­ties in the world’s first En­ter­prise MFPs with touch-to-print and to HP’s in­stalled base via af­ford­able new ac­ces­sories.

HP continues to in­no­vate and ex­pand its MFP port­fo­lio to ce­ment its po­si­tion as the busi­ness print­ing leader in APJ. Businesses now can choose from a range of in­no­va­tive MFP tech­nol­ogy across Inkjet MFPs (Of­fice­jet Pro X), Flow MFPs, and the lat­est depart­ment flow MFPs that are op­ti­mized for fast-speed, high-per­form­ing scan­ning, print­ing and copy­ing.

These of­fer­ings, com­ple­mented by HP MPS and part­ner MPS, help or­ga­ni­za­tions in­te­grate dig­i­tal and paper work­flows, op­ti­mize their IT in­vest­ments and se­cure their print­ing en­vi­ron­ment from end-to-

end to drive in­creased busi­ness re­sults.

What do you think are the chal­lenges fac­ing HP Sin­ga­pore and Malaysia?

The chal­lenges faced by HP in Sin­ga­pore and Malaysia are sim­i­lar to those faced by the com­pany in other coun­tries, in Asia Pa­cific and glob­ally. Businesses want more re­turn on their in­vest­ment in IT, and con­sumers want more from their de­vices.

How­ever, as our Pres­i­dent and CEO, Meg Whit­man, pointed out at our re­cent quar­terly re­sults up­date, HP is in a stronger po­si­tion to­day than we’ve been in quite some time, thanks in no small part to the sup­port from our cus­tomers and chan­nel part­ners. We’re in the sec­ond year of a five-year turn­around strat­egy, and we’re in a good place to meet these chal­lenges and deliver world class prod­ucts and so­lu­tions to our cus­tomers in Malaysia and Sin­ga­pore, and across the re­gion.

Can you share with us what are the key fo­cus ar­eas for the PPS Group this year?

Our cus­tomers in Malaysia across all cat­e­gories can look for­ward to a range of new de­vel­op­ments over the rest of this year. Al­though we can’t talk now about what ex­actly we will bring to mar­ket, we will ex­pand to additional mo­bil­ity cat­e­gories and form fac­tors where we be­lieve we can of­fer gen­uine and dif­fer­en­ti­ated value to our cus­tomers.

2013 was an ex­cel­lent year for HP in Malaysia. We brought sev­eral new prod­ucts to mar­ket in both the con­sumer and commercial sec­tors, and we con­tin­ued to evolve our sup­port­ing ser­vices and so­lu­tions.

We con­tin­ued to see good trac­tion across our key prod­uct lines and, as al­ways, our pri­mary fo­cus was on how we can con­tinue to pro­vide what our cus­tomers need. This year, we are con­tin­u­ing to play a leading role in these ar­eas, in terms of de­liv­er­ing best in class prod­ucts for con­sumers and businesses.

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