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Enrique Lores, arch of HP press division

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When was the aftermost time you were aflame by a printer? Quite possibly it was in 1999 aback three anno advisers destro one with a baseball bat in the cine Appointment Space.

Enrique Lores, arch of HP’s printer business, wants to accord you a bigger atude. He’s blessed for you to bash through the photos you like on your phone. But for the photos you love, he wants you to accomplish article you can feel with your easily and stick on your fridge so you can bethink the acceptable times.

To get us there, he’s aggravating to accomplish printers that are easier to use — abnormally from your buzz — and that aren’t bedeviled by ink cartridges that you ascertain broiled out aback you dust off your printer for your kid’s academy project.

Lores has above account in the pipeline, too: amusing press at parties with HP’s tiny Sprocket printer, alone customized magazines, aggrandized absoluteness coding that’ll acknowledge whether that Louis Vuitton purse is or isn’t a counterfeit, and printers that adorn doors, shirts and curtains with new designs. HP’s alike allotment of a Japanese auberge activity that will adapt your auberge room’s floor, walls and appliance if you appointment during the 2020 Olympics.

Enrique Lores, HP printer chief

And conceivably best radically, he wants to body a printer that you’ll absolutely be blessed to see.

“To our disgrace, we accept apparent that consumers absorb added money in appliance to adumbrate the printers than in affairs the printer,” Lores said. If HP’s investments in architecture succeed, you’ll be appreciative to appearance off your abutting printer.

Lores, a trim man with a agreeable Spanish accent, oversees a business that pulls in $20 billion a year affairs not aloof the bargain inkjet printers sitting in your home appointment but additionally the ample printer-copiers in offices and the behemothic Indigo presses that can book high-quality custom photo books from companies like Shutterfly. And if you’re a photography enthusiast, he’s got some large-format fine-art printers he’d like to advertise you.

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Lores discussed his business with CNET. The afterward is an edited archetype of the conversation.

Q: Bodies see printers as commonsensical things that booty up amplitude in the office. Are they a arid artefact category? Lores: This has been the case for a continued time, and this is one of the things that we accept started to change.

Excitement will appear added from the achievement than from the printers themselves. What consumers appee is to book a photo of the actuality they love. Article we haven’t done abundant of is to redefine the cl and accomplish the printers attending cool. If I attending at the printers we acclimated to do 29 years ago and the printers we do today, they’re similar. As the leaders in the category, we accept not done abundant to reinvent it. This is article that we are accomplishing today.

We launched Sprocket aftermost year, a baby printer for consumers. We like this not alone because it’s a abundant business, but because it’s bringing activity to the category. It’s uming consumers new things, new agency of experimenting with the printed doent. It’s authoritative press air-conditioned again.

For adolescent ancestors that accept never acclimated press before, it’s uming them what it is possible. We accept an action alleged amusing press that is about how can we actualize those experiences. We [will enable] what we alarm affair approach — several bodies can affix to it and book their photos to the aforementioned [Sprocket] printer to accomplish abiding it becomes a amusing experience.

The carriageable HP Sprocket Plus printer is advised to be acclimated with phones. HP is alive on a amusing press approach to let orted bodies use it at parties.

So the printer is a agency to an end — spotlighting memories. Can you accord examples of what’s activity to appear that you can’t do today?Lores: The best archetype is photos. Antite about how abounding photos are taken every day by all of us with our phones. The big, big, big majority are never apparent again. You balloon you accept them. We accept absent the joy of seeing photos that we took. With press you can accompany that joy back. Aback you accept a concrete photo at home or on your fridge, that photo brings aback the memories of the burning you took it. Concrete adventures are important because they absolutely advice you to alive afresh those memories that you absolutely enjoy.

How about a cable account area your photos get automatically uploaded and you get a folio with a agglomeration of pictures?Lores: We are alive on abounding of these directions. For example, we are enabling articulation management. You appear aback from a trip, you see your photos on Google Photos, afresh you say, “Print this photo.”

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How big a business is press at HP?Lores: It’s about $20 billion per year — about 40 percent to 45 percent of the acquirement of the aggregation and about 80 percent of the aculation of the company. Aback the break [splitting Hewlett-Packard into Hewlett-Packard Enterprise and Lores’ company, HP], the business has started to abound again. We accept been growing for the aftermost bristles quarters. Afore that, we had not developed aback afore 2011.

You’ve switched some ink purchasing to a cable model. What atom of barter are on that plan?Lores: We don’t absolution the bulk of customers, but it is growing for the aftermost four or bristles years. It’s starting to be a cogent allotment of our business.

With the cable model, it’s 70 percent cheaper to print. And HP monitors bulk of ink in the printer, so afore the printer runs out of ink, we address our new armament to the consumer. We accomplish abiding that the printers are consistently working.

Is this how everybody will buy food at some point? I brainstorm some bodies are afraid about that because they antite they’re activity to get hit with costs they don’t expect.Lores: Abounding barter don’t like to accord their acclaim agenda or don’t like cable casework in general. So I don’t antite we’ll anytime be at 100 percent, but for a actual ample allocation of consumers, yes.

I’m analytical about your technology for custom press things like photo books and magazines and photo calendars. Tell me what you guys did with the April affair of Elle with Kim Kardashian.Lores: Every awning has a special, altered message. This one is “Hi, Enrique,” with a signature from Kim. Every subscriber got a altered annual with a appropriate dedication. It was about allowance them to body a altered affiliation with their subscribers. This is aloof the beginning, because in the aforementioned way we accept alone the cover, we can personalize the abounding magazine.

Customized affair of Elle for Enrique Lores, arch of HP press division

All these magazines accept a lot of advice about subscribers. They apperceive the accessories they like, the accessories they don’t like. They apperceive the blazon of articles that could be absorbing and the blazon of articles that are not interesting. They could redesign the abounding annual and actualize absolutely alone magazines. But you cannot personalize 100 percent, because there is additionally bulk in the abrupt — but you additionally can personalize the unexpected. Eventually it will happen.

We can aftermath alone textbooks. You can accept the lessons. This will absolutely change the teaching acquaintance and the acquirements experience.

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Augmented absoluteness is interesting. How do you fit into that?Lores: We accept press technologies that can bury in images appropriate codes that are airy to the animal eye but are arresting to sensors. Aback the sensor sees the image, you get emails or you get a agenda experience. All the Sprockets we advertise today accept this technology congenital in. For example, you can booty a video of a bird and book one of the frames. Aback you see that anatomy through your phone, you will see the abounding video.

Enrique Lores

We are activity to be embedding that in added technologies. We are accomplishing that for packaging. This can additionally accompany security, and aegis is actual absorbing for appointment doents.

In packaging, you will get a lot of advice about aback article was produced, or whether it was produced in this branch or that added factory. You can use this for aegis and anti-counterfeiting. If you antite about medicines, for example, anti-counterfeiting is absolutely critical. All these technologies will absolutely advice to abridge that.

I was accoutrement a apparent balloon — Apple v. Samsung — and every morning bodies would caster into the attorneys these huge carts with three or four dozen binders, anniversary arranged with 300 or 400 pages of paper. Best of them aloof sat there, these apathetic chastening of asleep trees. Is this the appropriate way to be accomplishing things?Lores: Let me allocution about the asleep trees. Sustainability is added and added important for all of us. Today, press has a stigma of not actuality sustainable. Believe it or not, it’s not right.

The HP Envy printer line, alien in backward 2017, is advised to accomplish photo press bigger and easier.

When you antite about the asleep copse that were actuality agitated in the courtroom, you accept a beheld from apparently 50 or 100 years ago, aback agenda was advancing from copse that were in forests. Today, 90-plus percent of agenda comes from copse that accept been buried to become paper. It’s actually, if the printer appeal declines, all those copse will never be planted. It’s a difficult adventure to explain because it’s absolutely counterintuitive, but a lot of copse that are buried in the apple today are buried because there is a appeal for paper.

It’s article we’re alive on appropriate now — how do we acquaint that in the appropriate way so consumers accept that absolutely book is sustainable.

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But millennials allegedly appee beneath concrete stuff. In the continued run will bodies bulk that as abundant as they do today?Lores: This is area we go aback to the bulk of the concrete experience. In fact, millennials are the ones application Sprocket and adequate it. This bulk of accepting article that you can touch, you can smell, you can comedy with — it’s accurate for everybody. Aback you collaborate with article printed, you are agreeable with added senses than aback you attending at article on screen. And it’s about application your concrete faculty and your smell. You chronicle to altar in a altered way than you chronicle to screens.

Right, the aroma of a book aback you accessible the new book. But I mostly chock-full affairs agenda books. You can fit a lot of books on one your buzz these days. Are we affective added against a paperless world?Lores: What we see is the cardinal of pages of appointment abstracts printed per actuality in developed countries is activity bottomward because abounding processes are acceptable digital. But aback we attending at the absolute cardinal of pages printed in the world, it’s absolutely stable. The abatement in developed countries is compensated by the bread-and-butter growth, mostly in arising countries.

HP has a lot of researchers. What are the pains you apprehend to see vanish? Inkjet cartridges that don’t go dry? The end of agenda jams? Printer drivers that don’t suck?Lores: Authoritative press as accessible and acceptable as possible. Best of the agreeable today is in our adaptable devices, but how do we accomplish press accessible from adaptable interfaces? As we all go to articulation interfaces, you will see a lot of ignment in that space.

To our disgrace, we accept apparent that consumers absorb added money in appliance to adumbrate the printers than in affairs the printers. Authoritative printers that attending air-conditioned and that you and I would be accommodating to accept in the active allowance is addition affair you will see us accomplishing — there’s a lot of investment.

To me, press is a all-important angry in my life.Lores: You charge to antite of the positive. It brings your memories aback to life.

HP’s Indigo articles are mammoth, complicated press presses acclimated by companies like Shutterfly to accomplish custom photo books.

Let me explain a air-conditioned affair that apparently I shouldn’t. We accept been alive in the aftermost years to advice hospitals adorn apartment area kids are actuality treated. We did some technology to book posters and wallpaper. It is the alone technology that can be acclimated in a hospital. So now, in abounding departments for blight treatment, they accept been busy so aback kids go through the big machines, they are like amplitude shuttles. What we are accomplishing now is embedding AR technologies on those posters, so aback the kids are cat-and-mouse to be treated, they can go through a scavenger hunt. This advice them to balloon what is accident absolutely with them. It can accompany actual air-conditioned adventures that can absolutely advice bodies to go through actual difficult times.

You’re not in HP’s 3D printer division, but you are accretion above press on paper. What added media are in the future?Lores: By the end of the year, we will be aircraft our aboriginal bolt printer products. We are additionally ablution this year a printer for corrugated cardboard. We can book on about any blazon of artificial material. The bulk of substrates we awning is actual broad, and we are activity to abide to aggrandize that.

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This year we are additionally ablution the aboriginal printer that will be able to book on adamant material. You can put a aperture through it and we will be press on the door. It’s up to 3 meters wide. It’s activity to be acclimated a lot for either adornment and advertising.

With bolt printing, the aboriginal affair that sprang to my apperception is custom T-shirts.Lores: Our absorption in bolt is activity to be added in sportswear, because for every affectionate of bolt you charge to accept appropriate blazon of inks. You can book curtains or big bolt signs. We will be accretion to T-shirts or added types of apparel aback we a architecture new blazon of ink.

Who are the barter for that?Lores: It could be Nike press sports shirts. We additionally see companies area you upload your photo or your architecture and they will book it for you. For example, best cycling teams accept their own shirts for the club.

2020 is the year of the Olympics in Tokyo. We are alive with a big administrator there that has the rights for manga comics. They are activity to accessible a hotel. Aback you register, you will be able to say how you appee your allowance decorated, and afresh they will personalize the abounding allowance for you. The carpeting will be your carpet. The bed bedding will be the ones you like. The wallpaper will be the wallpaper you want. The photos or the portraits in the allowance will appear from the affair you say. You can say, “I appee a Star Wars room,” and the allowance will be a Star Wars experience. Maybe the abutting actuality will accept a soccer theme.

Things that today we get the aforementioned as everybody abroad — in the approaching they will all be personalized. 

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