Slide1:

Description of Company
- Hewlett-Packard Company (commonly referred to as HP) was an
American global information technology company headquartered
in Palo Alto, California.
- Founded January 1, 1939; 77 years ago
Founder William Redington Hewlett and Dave Packard. They were
graduated with degrees in electrical engineering from Stanford
University in 1935.
- The company operates through some business segments:
o Enterprise storage and servers
o the personal systems group,
o The imaging and printing group,
o HP Financial services and corporate investments.
o The enterprise storage and servers,
o HP services and software segment are aggregated under the technology
solutions group
Slide2:
What is the product?
HP TouchPad was released on July, 2011 in USA. Touchpad is a tablet PC that was
developed and designed by Hewlett-Packard (HP). The HP TouchPad is a touchscreen
tablet that runs HP webOS. (wikipedia)
What is HP webOS?
HP webOS is a Linux based proprietary mobile operating system initially developed by
Palm, Inc. and later owned by HP. The webOS allows applications to be developed using
web technologies and hence has acquired the prefix web.
What the difference between webOS, Android and iOS?
In brief:
Difference Between HP webOS and Android
-

HP webOS and Android are both Linux based mobile operating systems.

HP webOS is a proprietary mobile OS, while Android is distributed as a free and open
source software.

Android has a larger market share than webOS in the smart phone market.

Android and webOS both utilizes touch screen technology.

HP web OS devices are mainly developed by HP, while Android is available with
many vendors such as HTC, Samsung, LG, Micromax.

Android has a larger number of applications in comparison to webOS, therefore

missing features can be included in devices easily.

Slide3: Why did it fail?

1. The competitors are growing faster to develop their OS
2. webOS has a few developers
3.
According to http://www.channelinsider.com/c/a/Hewlett-Packard/WhyHPs-TouchPad-Tablet-Strategy-Failed-742211
1. Too Slow to Market
Channel partners at HP's Americas Partners Conference 2011 in
March were clamoring to get their hands on HP's TouchPad tablets
for their end customers that wanted a tablet that supported Flash.
But customers were tired of playing the waiting game. Many opted
for iPad before Touchpad's launch date on July 1.
Announced in February, the TouchPad hit retail shelves in July, four
months after the iPad 2's March launch.
That's equivalent to an eternity.
"This is a very fast-paced market," ITIC's DiDio said. "Apple has built
up such incredible momentum and demand for the iPad."
Should HP perhaps have rethought going into the tablet market?
"One would have thought that a company of HP's experience,
stature and obvious access to market research would have [been
able] to make an informed decision on whether or not to enter the
market and how best to compete against already strong and
entrenched rivals like Apple, Google, Motorola and Samsung,"
observed DiDio. "But that didn't happen."

2. Too Few Apps

While Apple's App Store and the Android Marketplace claimed
hundreds of thousands of apps, WebOS only had 6,000 to start with.
3. More of the Same
A quick view of the tablet market shows iPad in the lead with a host
of other tablets trying to catch up. TouchPad was one of the crowd
and HP had not effectively demonstrated to potential buyers why
their device was better than any of the others.
4. No 3G/4G Support at Launch

HP promised that later versions of the device would support 3G and

4G but the first generation supported only Wi-Fi, a limitation when
pitted against other tablets.
5. No Support for Storage Cards
Promoted as a security feature, HP made the decision to not support
external storage cards. There are no slots. That left users hitting just
16Gb or 32Gb of internal memory not very much.
6. Inadequate Promotion
HP's integration of its webOS phone with its webOS TouchPad tablet
provided some pretty nifty features. For instance, a user could touch
one device to the other to share a web page. But the features were
not widely promoted. Indeed, while there are plenty of walking
advertisements for iPad, HP did not put enough marketing muscle
behind its tablet launch.
7. Exclusive Software Relationships
TouchPad shipped with Kindle preinstalled and Citrix supported, but
the company said it did not plan to initially support either VMware's
desktop virtualization or other eBook formats. That was likely at turn
off for buyers who preferred the other software.
8. Pricing Too High
With the market leader, iPad starting at $499, HP was foolish to
price its TouchPad comparably. iPad had already established itself as
the device to beat on functionality, style and price. It didn't have
better functionality or style. Price was its only option.
9. Pricing, Again
But once HP dropped the price to $99 for the entry-level model, the
TouchPad flew off the shelves. Days later it was out of stock
everywhere. Tech publications were running articles on "what to do
with your $100 TouchPad" (i.e. It's cheaper than a Kindle, and it has
a Kindle app. Or, program it with kids' sites and give it to your kid.)
Slide4: What did the company miss in its marketing research?
FAILURE TO PRICE THE PRODUCT BASED ON COMPETITIVE FAIR
MARKET VALUE.
Reasons:
- HP printers and laptops are known to have a good quality and pretty
sold on the market. But when they participated to sell tablet PCs (HP
TouchPad). HP tried to emulate the success of Apple in the tablet PC
(iPad). At the same price but with lower quality. It makes the
customers leave this product.
1. FAILURE TO THINK OF R & D AND MARKETING

Reason: HP Touchpad runs HP webOS which not familiar and many

users was saying that webOS is confusing. Plus, the lack of
applications available on the official apps store.
So thats why, HP failed to innovate and market this product.