1. US Consumer Notebooks
2013 Pre/Post-Sale Mobile Program
US Consumer Computing Category and WW Digital Strategy
August 2013
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

2. 2013 Notebook Pre/Post-Sale Mobile Program
Why does mobile matter to HP?
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Six billion people use mobile devices worldwide—far more than use TVs and PCs combined.
Internet adoption rate growth has tracked five times faster for mobile than for desktops.
The number of mobile devices accessing the internet will exceed PCs by 2013.
US smartphone and tablet owners spend more on mobile data access than do other markets.
Mobile messaging generates an average response rate of 12 percent—a significant jump over
the two percent achieved by traditional marketing.
• Location-based and local targeting options are expected to drive higher returns on marketing
spend with map and directions access ranking among the most frequently used activities.
• HP’s US Consumer notebook mobile programs have performed well above expectations; 2011
and 2012 QR code scans consistently represented double-digit shares of sales out, for example.
Sources:
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HP Digital Ecosystem Mobile Strategy (Ad Week, Google, Microsoft Advertising, mobiThinking).
Yeager, Bryan. “Roadmap 2013: Digital Marketing & Media.” InfoTrends. January 2013.
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

3. 2013 Notebook Pre/Post-Sale Mobile Program
Why does mobile matter to the shopper?
• Customer reviews, differentiating feature messages and product/feature demo videos are key
influencers (often tie breakers) in the purchase decision but are not often accessible through
retail store merchandising. Mobile sites provide an efficient way to deliver this key content.
• According to in-house research:
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Nearly half of smartphone owners say they have used their smartphone to look up product information when in store.
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Nearly two-thirds of smartphone owners have accessed product reviews on their smartphone when in a store.
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Over half of smartphone users claim to be highly influenced by online reviews.
• Access to self-help tools, “how to” demonstration videos, and comprehensive HP contact
information has been proven to help improve customer satisfaction and reduce returns.
• Today’s mobile web experiences are the foundation for tomorrow’s expanded capabilities that
will ideally enable dynamic SKU-level comparisons, customized offers driving product sales in
and around stores, plus Support, accessory and other service sales at home or anywhere.
• Bottom line: Mobile will help ensure consumers get the information they need plus the best
value for them when and where they are shopping for, or using, products.
Source: McKay, Sheila (2013). “Holiday 2012 Product and Channel Selection.” HP primary research.
HP Digital Ecosystem Mobile Strategy (Ad Week, Google, Microsoft Advertising, mobiThinking).
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© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

4. 2013 Notebook Pre/Post-Sale Mobile Program
QR Codes on Palm Rest Labels
Landing page
Palm rest label
• All US Consumer notebook products include labels with QR Codes and URLs
leading to mobile-optimized web sites.
• Sites include pre- AND post-sale experiences!
• Sites deliver series-level content—feature descriptions, product and feature
videos, iconography, photos, offers, plus complete support information.
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© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

5. 2013 Notebook Mobile Program
Post-sales and Pre-sales series-level experiences
Post-sales
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Landing page
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Pre-sales

6. 2013 Notebook Mobile Program
Pre-sales experience
Feature Demos
Pre-sales
Features
• Series feature descriptions
• Product and feature videos
• Offers—Box and Google Drive cloud
storage, T-Mobile 4G, security software trial
• Customer reviews
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© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Offers

7. 2013 Notebook Mobile Program
Post-sales experience
Post-sales
HP Support Assistant
Get started
HP PC Help
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© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Offers

8. 2013 Notebook Mobile Program
Recently launch sites for Holiday 2013
HP Pavilion 14-n000 Notebook PC series
http://www8.hp.com/us/en/m/qrc/5401217/index.do?proc=amd
HP Pavilion 15-n000 Notebook PC series
http://www8.hp.com/us/en/m/qrc/5401225/index.do?proc=amd
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© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

9. 2013 Notebook Mobile Program
The Team
Core
Dana Harrold, PPS-A US Consumer Computing Category, Senior Product Marketing Manager
Susan Dininni, PPS-WW Digital Marketing, Program Management Lead
Cindy Maestas, PPS-WW Digital Marketing, Program Sponsor
Phil Green, Beeline, VP of Digital Innovations
Cristin Shea, Beeline, Senior Account Manager
QR code labels—Faith Braaksma, PPS-A PC Category, Consumer Cycle Manager
Customer reviews—Heather Hastings, PPS-A US HP Shopping, Web Experience Manager
Mobile Web
Andrei Tudor, WW IT Operations
Gabriel Grigore, WW IT Operations
Adrian Ber, WW IT Operations
Offers:
Security and HP Connected suite—Tad Shelby, PPS-A Applications & Services Group, Business Development Manager
Box—Kathy Chen, PPS-A Applications & Services Group, AMS Deployment Manager
Google Drive—Michele Mixter, PPS-A Applications & Services Group, AMS Deployment Manager
T-Mobile—Lori Laxen-Brown, PPS-WW Mobility GBU, Mobility Channel Program Manager
Content automation:
Provisioner content—Pat Oullette, PPS WW Marketing Shared Services, Content Manager
Provisioner legal guidance (Back-to-School 2013)—Valerie Andes, PPS WW Commercial PC Marketing, Senior Paralegal
Post-sale experience:
Content—Wally Norwood, PPS GDS-A, Social Media Support Manager
Support—Bryan Norton, PPS CSS-A, Field Product Quality Manager
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© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

10. 2013 Notebook Mobile Program
Measurement Plan Overview
Exposure
Engagement
Effectiveness
• Sharing (Send to friend)
• Unique Visitors
• Engagement Rate (1—Bounce
Rate)
• New (versus Returning)
Visitors
• Total Page/Video Views
• Page/Video Views per Visit
• Purchase Decision
Influence
• Total Scans
• Minutes per Page/Video View
− Surveys
• Scan Rate (as a
percentage of sales out
• Events (Clicks, Instances) per
Visit
− Digital Offer
Redemptions (future)
• Total Visits
• Minutes per Visit (Average
Visit Duration)
• Share of Events by Page
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© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
• Returning Visitors
• Opt-ins (future)

11. Thank you
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.