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  1. cNB SW Mrd:Apple compete Scott Menscher Software Product Marketing 11/5/10

  2. Topics • Summary • Opportunity • Landscape • MacBook Switchers • Students • Key Focus Experiences • MacBook vs. Student Edition • GTM Plans

  3. Summary • Goal • Collaborate with MSFT to create products that can compete favorably head-to-head with Apple’s 13” MacBook/Pro • Compete with the Apple user experience while providing a better value • Address the end-to-end value chain, including GTM • Target Market • Students purchasing a notebook for college in the 2c11 timeframe • SKUs will thus be called “Student Edition” • Solution • Launch: 2c11 • Platforms: Zidane 2.0 (dm4) • Channel: Retail • Localizations: US, Canada, Australia, UK, France, & Germany • Bundles: Investigating adding other HP HW to complete the student exp.

  4. OPPORTUNITY • HP’s opportunity • Stop Apple Considerers from switching to Macs • Collaborate with MSFT to improvethe Windows experience • Be competitive in $799-999 price band • Help uplift ASPs/ build brand value • Help fix GTM efforts • Defining Success • Gain assortment of Apple Compete SKU(s) in retail • Sell 100k volume of Apple Compete SKUs • Retailer anecdotal info of customers purchasing SKUs over MacBooks • Market and create buzz/awareness of Apple Compete SKU(s)

  5. Landscape • The Market Today • Apple is winning in the premium PC space ($800+) • HP has lost premium share YoY while Apple makes gains • Apple share = roughly 25%; HP share = roughly 10% • In US, Apple owns near 100% in $1000+ price band • Apple switching risk is high across markets • About 7.7M premium PC units ($800+) are at risk in FY11 • Apple is making dramatic gains with students

  6. Macbook Switchers • Why Did They Switch? (in order) • 1) Apple/Mac offered the features they wanted • 2) Appearance of the computer • 3) Apple/Mac was recommended over Windows PC • 4) iLife suite • 5) Experiences with iPod/iPhone and iTunes • “Why not another Windows PC?” (in order) • 1) Apple/Mac is more secure • 2) Apple/Mac is more reliable • 3) Frustration using Windows OS • 4) Apple/Mac OS is better • 5) Frustration with using devices on Windows PC • 6) Apple/Mac runs faster

  7. Macbook Switchers • Experiences Considered Better on a Mac versus PC • PC’s main better experience among this group was GAMING

  8. Students • What Students Value (in order) • 1) Power/Performance 5) Feature Package • 2) Price 6) Design • 3) Battery Life 7) Brand • 4) Weight • Top PC Activities (over 50%) • Email • Work (productivity) • Downloading music or videos • Watching DVDs locally • Watching TV shows, movies, or general videos on the Internet • Chat (IM or webcam) • Burn, backup, and storing of music, photos, or videos • Gaming

  9. KEY FOCUS EXPERIENCEs Live Messenger HD conferencing Windows Taskbar improvements MS Office 2010

  10. Macbook versus student Edition • Students’ Top PC Activities Compared (Pre-install) • Student Edition Experience Advantages • WiDi • HD Conferencing • Social Networking • MS Office (pre-install and upgrade pricing) • Cloud Storage

  11. Macbook versus student Edition • Student Ed. HW Advantages (based on current MacBook) • HP Pavilion dm4 • Bigger screen • Faster CPU & video card • More RAM • Bigger HDD • WiDi support + better BT • HD webcam • More USB + HDMI & VGA ports • Fingerprint reader • Weight

  12. Macbook versus student Edition • Attacking Apple Switchers’ Perceptions 1) Frustration using Windows OS, as well as devices on Windows • Mitigation: • Message Windows 7 benefits more effectively to consumers • Big leap in UX over Vista, including better “plug and play” support • Windows 7 gets great reviews 2) Apple/Mac is more secure and more reliable • Mitigation: • Ship with 1-year NIS 2011 and upgraded 2-year warranty 3) Apple/Mac runs faster and is better • Mitigation: • SKU has better specs and uses the latest & greatest technology • Best in class velocity scores • De-clutter the image • Message the power of the Windows ecosystem more effectively • More software, more accessories, more customization, more choice

  13. GTM Plans • Platform rollout • 2c11 HP Pavilion/ENVY platforms • Pavilion: Zidane 2.0 • Localizations • US BTO • Canada • Australia • UK • France • Germany

  14. Backup

  15. DM4 Student sku vs. macbook Green text = HP advantage Red text = Apple advantage

  16. SOLUTION OVERVIEW: DM4 (ZIDANE 2)

  17. CUSTOMER EXPERIENCE • Changing Windows UX: Engineering “asks” • OOBE • Remove/simplify EULA prompt • Create usertile picture with webcam • Offer wet migration options during OOBE • Post OOBE • Reduce MS Security Essentials first-run delay • Remove MSE EULA prompt • Remove MSE UAC prompt • Remove MSE first-run scan on pre-installs • Delay Windows updates to avoid first-run reboot • Remove rarely used applications • Remove duplicate entries • Allow extensive pinning • Simplify autoplay experience for external storage devices • Allow OEM applets to override Windows applets

  18. Hp Student Edition:image definition

  19. oobe • OOBE Changes: • Remove complete HP OOBE section • Will rely on Microsoft OOBE instead • Schedule HP Registration screen to display 1 week after OOBE • NIS 2011 EULA no longer in OOBE • User can agree to NIS EULA when splash screen is initially shown • TBD; either first or second boot (depends on Symantec contract)

  20. Applications • Base Zidane 2.0 app list • MS Windows 7 Home Premium SP1 • Blio • HP Setup Manager • eBay • Bing Bar • HP Support Assistant • User Guides • Adobe Reader • Recovery Manager • HP Cloud Drive • MS Silverlight • Evernote • HP Connection Manager 4.0 • Skype • Sun Java (auto-update?) • EasyBits (Magic Desktop) • Intel Wireless Display • MS Office 2010 (Starter) • Quicken Financial Center • Windows Live 2011 Essentials • CyberLinkDVD Suite • HP Movie Store • CyberLinkYoucamBE • OmnifoneMusic Station • HP Games • Adobe Flash Player • Adobe Shockwave Player • Zya App by Music Mastermind • Seesmic Desktop • Symantec NIS 2011 (1-year) • HP SimplePass ID Protection 2011 • HP ProtectSmart • HP Power Manager • LoJackStart Menu Tweak • HP CoolSense • Dolby Home Theater • MS Math 4.0 • MS Auto Collage 2008 • “Nirvana”

  21. APPLICATIONS

  22. Desktop • Windows Live Photo Gallery • Windows Live Movie Maker • Windows Live Mail • Windows Live Messenger • HP Cloud Drive • Skype • Evernote • Seesmic Desktop • CyberLinkYouCam BE • MS Math 4.0 • Clean desktop (NO icons except Recycle Bin) • 3 HP-designated Taskbar defaults (QuickApp buttons) • Recycle Bin placed on bottom right Recycle Bin: bottom right corner Windows Live “Nirvana” HP “Nirvana” • MS Office 2010 Professional Student Offer • MS Outlook 2010** • MS Word 2010** • MS Excel 2010** • MS PowerPoint 2010** Battery Microsoft IE9 Windows Explorer Windows MP HP CoolSense Other “Nirvana” 1:15 PM ** added if Office student offer is exercised

  23. DESKTOP (BEFORE)

  24. DESKTOP (AFTER)

  25. DESKTOP (BEFORE & AFTER) Before • Changes: • Removed all DT icons • Moved Recycle Bin to bottom right • Swapped out pinned Taskbar defaults with 3 quick access icons (“Nirvana”) • CoolSense as a default icon in notification area After

  26. TASKBAR “NIRVANA” APP LAUNCHER • “Nirvana” (official name TBD) • Application launcher • User mouses over and clicks on icons in preview window to launch apps • Runs at startup • User can edit items in each container through “Settings” app (discoverable in Jump List) • Limited to applications only • Limited to 3 total Nirvana containers and a max of 9 items per container

  27. Notification area Notification Area Hidden Icons: • Remove: • Synaptics (touchpad) • IDT Audio • Intel Rapid Storage No icons to go in notification area unless first approved by marketing! Battery HP CoolSense 1:15 PM • Keep: • NIS • MS Action Center • Bluetooth • Intel My WiFi

  28. NOTIFICATION AREA Before After • Changes: • Moved NIS to overflow • Added CoolSense as default • Removed Intel graphics icon • Removed trackpad icon • Removed Intel Rapid Storage icon

  29. Start Menu: mfu ITEMS Future change: Make Setup Manager item a flyout with options (see “Start Menu MFU: HP Setup Manager” in backup) HP Setup Manager Getting Started Xxxxxxxxxxx Getting Started Jerry Computer Network Connect To Control Panel Default Programs Help and Support Xxxxxxxxxxx Internet Explorer MS Office 2010 Windows Live NIS 2011 Skype Intel Wireless Dis. Seesmic Win Media Player • Flyout Changes: • Replace "Back up your files" with "HP Recovery Manager“ • Remove "Change UAC Settings“ • Remove "Add New Users“ • Remove "Change Text Size" Xxxxxxxxxxx Xxxxxxxxxxx Xxxxxxxxxxx Fab Welcome Xxxxxxxxxxx Xxxxxxxxxxx Flyout of all Live apps (if this is not possible, then only Windows Live Photo Gallery will be shown) Xxxxxxxxxxx Xxxxxxxxxxx Xxxxxxxxxxx If no Condor Peak, then Evernote will show instead All Programs All Programs Start Search 1:15 PM • Changed all 5 of MSFT’s MFUs • List may change depending on HW configuration (ex: WiDi)

  30. START MENU: ALL PROGRAMS Before After

  31. AUTOPLAY: USB KEY Before After

  32. AUTOPLAY: BLANK CD/DVD Before After Essentially, CyberLink DVD Suite should autorun when a blank CD/DVD is put into the notebook (and this dialogue box should not be displayed)

  33. IE9 Favorites • Favorites • HP Store (US only) • HP Download Store (US only) • PC Security (US only) • PC Learning Center (US only) • Support: Software and Driver Downloads • HP Photo Center Powered by Snapfish • HP Games Powered by Wild Tangent • eBay • MS Office 2010 Professional Student Offer • MS Live@edu

  34. Accelerators, Web slices, search • Accelerators • Windows Live • Bing Maps • Skype • eBay • Web Slices • HP Attach • eBay • HP Games • Search • Bing (Default) • Yahoo • Ask.com • eBay • Wikipedia

  35. Other Changes • Other changes: • HP QuickApp(Nirvana) • Boot-Up/OOBE time optimizations • Boot up: < 30 seconds (BIOS POST: 5 seconds) • S3 sleep: < 2 second • S3 resume: < 1 second • Shut down: < 5 seconds • Windows Update: Delay updates after OOBE to avoid having user reboot immediately? • IE9: Enable Pop-Up Blocker by default? • Notifications: Delay vendor notifications for 7-10 days after OOBE?

  36. APPLICATIONS

  37. APPLICATIONS

  38. START MENU: ALL PROGRAMS CHANGES  “Windows Live”  “Windows Live”  “Media & Games”  “Windows” Deleted  “Windows”  “Accessories”  “Windows” Deleted  “Accessories” Deleted  “Online Services”  “Media & Games”  “Media & Games” Deleted  “Windows” Deleted Deleted  “Microsoft Office 2010” See next few slides  “Online Services”  “Online Services”  “Windows”  “Accessories”  “Accessories”  “Windows Live”  “Windows Live”

  39. START MENU: ALL PROGRAMS CHANGES  “System Tools” Deleted  “System Tools”  “System Tools” Deleted Deleted  “System Tools” Deleted  “System Tools” Deleted Deleted

  40. START MENU: ALL PROGRAMS CHANGES Change name to “HP Utilities”  “Media & Games” (whole folder)  “Online Services” Deleted Move to Control Panel – Hardware & Sound  “Media & Games” (whole folder) Deleted Deleted  TBD  “Productivity” (whole folder) Deleted Move to Control Panel – Hardware & Sound Deleted Deleted Move to Control Panel – Hardware & Sound  “Media & Games” (whole folder) Move to Control Panel – Hardware & Sound Deleted Deleted Deleted Deleted Move to Control Panel – Hardware & Sound

  41. START MENU: ALL PROGRAMS CHANGES  “HP Utilities” (whole folder); change folder name to “HP Recovery Manager”  TBD (ALL likely to be deleted) Deleted Deleted Move to Control Panel – Hardware & Sound Deleted Deleted Deleted Deleted  “Online Services” Deleted (keep Silverlight app, though) • “Security” (whole folder) Deleted • “Security”

  42. Start Menu MFU: HP Setup Manager Make these buttons all flyout options in MFU list under “HP Setup Manager”

  43. MSFT SIGNATURE IMAGE: START MENU

  44. MSFT SIGNATURE IMAGE: START MENU • Changes: • Backup and Restore – from Maintenance to top of Start Menu • Removed Default Programs • Moved Desktop Gadget Gallery to Accessories folder • Removed Internet Explorer (64-bit) • Removed Microsoft Default Manager • Moved XPS Viewer to Accessories folder • Moved Windows DVD Maker to Accessories folder • Moved Windows Fax and Scan to Accessories folder • Removed Ease of Access folder in Accessories folder • Removed System Tools folder in Accessories folder • Removed Windows PowerShell folder in Accessories folder • Moved Recovery Manager folder to HP folder • Duplicated Windows Live Mail in Windows Live folder • Duplicated Windows Live Messenger in Windows Live folder • Duplicated Windows Live Movie Maker in Windows Live folder • Duplicated Windows Live Photo Gallery in Windows Live folder

  45. START MENU: ALTERNATIVE CHANGES Before After

  46. StudentResearch HP CONFIDENTIAL

  47.  HP laptops have plenty of room for improvement. The company should concentrate on improving its reported weaknesses, which include battery life, weight, and durability. HP’s customer satisfaction in the student market is below the average for PC brands. Improving reliability will have the biggest positive impact on students’ overall satisfaction. Research Findings • Rice MBA Study (5/12/10) • Webcam is essential; limited interest in HD or low-light webcam • Screen display is a top driver for overall satisfaction and has a significant impact on repeat purchase behavior. • Students continue to desire longer battery lives and lower weights in their laptops. • HDMI ports should be included in new laptop models for students. • Most students say they will not pay extra for 3D or a fingerprint reader. • Students are more concerned with reliability than cutting edge features. Just 28% of the students surveyed focus on the latest feature offerings. The majority of students would prefer a high performing laptop with proven reliability. • HP should concentrate on improving its reported weaknesses, which include battery life, weight, and durability. HP’s customer satisfaction in the student market is below the average for PC brands. Improving reliability will have the biggest positive impact. • All five Mac users has strong positive feelings toward the brand and extolled the virus immunity, user friendly OS, and long battery lives. • Some students complained of heat and one used a laptop sleeve as a heat shield. • HP owners were less satisfied than other PC owners with pre-installed software (13% less) and reliability (10% less). However, HP owners were 11% more satisfied than other PC owners on design-look and feel. HP CONFIDENTIAL

  48.  HP laptops have plenty of room for improvement. The company should concentrate on improving its reported weaknesses, which include battery life, weight, and durability. HP’s customer satisfaction in the student market is below the average for PC brands. Improving reliability will have the biggest positive impact on students’ overall satisfaction. Research Findings Rice MBA Study (5/12/10)

  49.  HP laptops have plenty of room for improvement. The company should concentrate on improving its reported weaknesses, which include battery life, weight, and durability. HP’s customer satisfaction in the student market is below the average for PC brands. Improving reliability will have the biggest positive impact on students’ overall satisfaction. Research Findings Rice MBA Study (5/12/10) HP CONFIDENTIAL

  50.  HP laptops have plenty of room for improvement. The company should concentrate on improving its reported weaknesses, which include battery life, weight, and durability. HP’s customer satisfaction in the student market is below the average for PC brands. Improving reliability will have the biggest positive impact on students’ overall satisfaction. Research Findings US Forrester Study: 18-24 demographic results (11/5/10) HP CONFIDENTIAL