Major PC manufacturer HP will strongly promote its latest models at SXSW Sydney 2023.”High-priced” models priced at approximately 800,000 yen are on display at once.

“The way people work has changed dramatically over the past few years since the pandemic, and we’ve all lived through a shift from office work to a hybrid lifestyle, and PCs have become even more essential.”

Koh Kong Meng, Vice President of the Greater Asia Region and Head of the Personal Systems Category, who is in charge of HP’s Asia region excluding China and India, said this at a briefing session for new products that will be released in Japan from mid-November. Ta.

According to US HP’s financial results for the third quarter of fiscal 2023 (May to July), sales decreased 9.9% from the previous year to $13.2 billion (approximately 1,978.2 billion yen). Due in part to the slump in the PC division, the company has revised its full-year earnings forecast downward.

Even in Japan, it is hard to say that the PC market is doing well. According to IDC, a private research company, the number of units shipped in the Japanese PC market decreased significantly in 2022 to 12.57 million units, a decrease of 11.3% from the previous year.

HP once again emphasizes that its latest PCs are “changes in life due to coronavirus” and strengthens the HP brand.Aim for.

Exhibiting a large-scale booth

This new product briefing session for Japanese media was held in Sydney to coincide with SXSW (Scythe by Southwest), a multi-purpose music and tech event held in Sydney.

In addition to having a large-scale booth exhibiting new models at SXSW, HP also set up a special exhibition space outdoors. It can also be seen that the company is spending money on messaging to strengthen its brand, such as inviting Asian media from Japan, South Korea, and Indonesia to local information sessions.

3 roles in 1 unit.Expandable display

HP’s new PC “HP Specter Foldable 17” (scheduled to be released in Japan in mid-December) is a “3-in-1” computer that combines the functionality of a laptop, tablet, and desktop.

It looks like a thin and small computer, but the keyboard can be removed, and by folding it in half, you can unfold it and use it as a “17-inch desktop PC.”

The direct sales price in Japan is quite expensive at 798,600 yen (tax included), but Mr. Koh Kong Meng mentioned above”Considering the convenience of being able to do three things in one device, I think it’s only natural that it’s more expensive than a typical notebook PC.”He explains.

Another new product, the HP ENVY Move All-in-One (available in Japan from mid-November), is a 23.8-inch all-in-one PC that is easily portable. The price is 220,000 yen (tax included).

It has a built-in battery that can run for 4 hours, and a handle on the top makes it easy to carry.

“For example, I can carry it with me when I do yoga, and when I want to make something in the kitchen, I don’t have to watch YouTube on a small screen like before. I can watch movies, and I can move my small desk when I’m done using it. (Koh Kong Meng)

Assuming life after coronavirus

HP’s appeal is that the product is responsive to changes in life due to the coronavirus.

“It’s no longer uncommon for people to use multiple devices to work across multiple environments.Use it as a tablet at home on the sofa or bed, or as a laptop when traveling for work. But we’ve got the perfect device for all of this.”

Sash Vrgleski, consumer notebook category manager for Australia and New Zealand, emphasizes this.

In fact, this new product is also equipped with features that make working on the go and working from home more comfortable.

Specifically, camera security has been strengthened in anticipation of remote work on the go. The screen locks when the camera detects that the user leaves the device. Additionally, if the camera recognizes that someone is looking into the screen, it will blur the screen or notify you of peeping.

There are also ways to make computers more integrated into people’s lives. The HP ENVY Move All-in-One, which is designed to be carried around, automatically adjusts audio and screen brightness.

“If the location changes, the environment changes, and the way we use it changes.Detects the distance between me and the screen and adjusts audio accordinglyTo do. Since we are in different environments, such as when working in the study, moving from the office to the living room, or having children or lovers with us, the audio is adjusted on the floor to give you the best experience in your new room. (Sash Vrgleski)

Expectations for gaming PC in Japanese market

According to an announcement by IDC, a private research company, HP will have the top PC share in Japan in 2022 by brand, but domestic demand for PCs is sluggish.

However, Koh Kong Meng is bullish, saying that the coronavirus has been positive for the computer industry.

“The pandemic has made us realize that PCs are essential for work, learning, and entertainment. During the pandemic, 250 million PCs were sold annually worldwide.The peak was two years ago, but demand has grown significantly, especially compared to before the pandemic.”

Regarding the Japanese market,”Japan has one of the largest gaming markets in the world. There is a gaming boom, and it is one of the countries in Asia where demand is growing tremendously.”He explains.On the other hand, regarding the marketing of this new product in Japan,”We are currently considering how to proceed with marketing and sales. We will conduct marketing that is appropriate for each country.”All I could say was that.

Also, regarding the high price range of approximately 700,000 yen,”It’s a product that’s very innovative and has value that other companies don’t have. We’ve priced it accordingly.”And so.

He also noted that Windows 10’s support period will end in October 2025, which is close to three years left, and that this will be an opportunity to push out the product.

“When support for Windows 7 ended in Japan, it became a big problem. Especially for businesses, we want to take action as soon as possible without waiting until support ends.”

(Interview cooperation/HP)