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Mean, green machine

Hewlett-Packard Co is a global major that caters to the modern world’s technological needs. And you can equate this specific stature with their overflowing passion when it comes to caring for the environment.

A short drive just southwest of the Irish capital of Dublin sets the stage for what to expect at the campus. And even before arriving at it, the scenery serves as the perfect welcoming party:

“Welcome to the HP Liffey Park Technology Campus.”

High-tech nature

The Palo Alto, California-based company invested half-a-billion dollars to build this green-field site, transforming it into a highly advanced technology campus. Feel free to be one with nature with seemingly never-ending greenery while enjoying the sight of friendly rabbits and foxes roaming the fields.

It is also home to several of HP’s key units, including Sales and Services, International Bank and Financial Services, Customer IT Outsourcing, Contract Manufacturing Management and Media Manufacturing.

But at the nucleus of it all is HP’s Dublin Inkjet Manufacturing Operation, or DIMO. With approximately 2,000 people working here, it’s no small-scale thing.

The DIMO facility is the only place in Europe that does this, thus producing a massive volume of original HP cartridges — all of which have gone through thorough research and intensive product development, and each one being “a sophisticated piece of technology.”

Beyond Ireland, and into the UAE

While Liffey Park reflects HP’s pledge to making quality supplies, it also mirrors its commitment to spreading out its technology to the world.

And according to two officials of HP’s Inkjet and Web Solutions unit, one of those key markets is the UAE.

Christian List, Director for Middle East, Mediterranean and Africa Region, and Martin Jakobs, Supplies Product Marketing Manager, were more than willing to share their insights to Khaleej Times about the country, and how it plays a very important role not only for the company, but also more especially for businesses and consumers.

Technology hub

List said that the UAE is an integral part of HP’s operations in the region. And proof of this is that the company’s headquarters is located at Dubai Internet City.

The location of Dubai is especially important for HP, as it is advantageous for its business’ spread to North Africa. “It’s a show of commitment for us,” he said.

“What we are seeing clearly in this region is growth in terms of business and market,” Jakobs added.

“We see the region as one of our fastest-moving areas, [and] business is moving forward.”

He further said that HP has created a regional warehouse in Dubai for HP products, with the purpose to “serve the market quicker and [be] more flexible.”

“These investments are made clearly on good return of investments.”

In the Middle East, List said that HP enjoys a gargantuan 60 per cent market share, citing International Data Corporation figures.

In the aftermath of the global economic crisis, both List and Jakobs agree that HP has successfully maneuvered through it, and that there are very exciting times ahead.

“The region was not severely hit by the crisis,” List said, specifying that this is one advantage that emerging economies — like those in the Middle East — have. He also approves the idea that these markets came back stronger.

“Our dedication to emerging markets is bigger than before. The growth is there, the resilience is there. [There is] every reason for us to be more committed,” List said.

Emerging markets in focus

HP is one of the first companies to have offices in emerging markets, according to List. And as a further show of commitment, the company has even hired a new executive vice-president to focus on emerging markets.

“[The outlook is] more positive for me, and the region is more resilient,” he said.

Jakobs sees the near future to be better for the overall market, with HP “going in with certain solutions” for the region. “What we just went through also shows that we are a strong player in the market,” he said.

He added that HP will continue to invest in these markets, because it is the firm’s aim to remain successful and continue to be the market leader — a strategy that has been in place for over 20 years.

“With strong competition, we are also proving that we can be successful,” Jakobs said.

Taking it head-on

And with all the competition, one cannot help but ask about one of them: e-books and e-readers.

Are they — in any way — a threat to traditional printing, considering its conveniences?

“Not at all,” List said, citing that it is totally different. “A good percentage of users would still like to print, so it’s still going in the direction of companies like us.”

“It’s more of an opportunity of going forward rather than [seeing it as] a competition,” Jakobs said. “What we are printing is changing… having HP’s solutions and tools enable people to use content differently and print it. It can help drive businesses and help users as well.”

List brought up the fact that before, the printer was linked only to the computer. But today, the printer can be linked to virtually any gadget with printing capabilities.

“What we print and how we print is changing, but the good news is we’re still printing,” he said.

“Printing itself… is a human need in the end to express oneself, and that’s not going to go away over time.”

And expect that — as well as HP’s commitment to serve and support emerging markets, businesses and consumers — to be there for a very long time.

alvin@khaleejtimes.com