Top Story

e4m_logo.png

Home >> Marketing >> Article

“Entertainment will be the focus area for HP this year’'

02-March-2013
Font Size   16
Share
“Entertainment will be the focus area for HP this year’'

Technology companies are increasingly going beyond the traditional touch points to create greater engagement with their TG. A recent example is Hewlett-Packard (HP) tying up with Universal Music and Hungama to make entertainment one of the key components of its marketing strategy this year.

While observing that today’s user wants a mix of technology and entertainment, Ranjivjit Singh, Head - Marketing, PPS, HP India said, “Entertainment will be the focus area for us this year as HP ties up with Universal Music and Hungama to launch one-of-its-kind notebook called HP Connected Music.”

HP has been involved in the launch of hybrid devices and ultrabooks displaying music and lifestyle. Besides HP Connected Music, the company has addictive entertainment properties and associations such as HP Print Art Workshop.

Commenting about the energy quotient involved, Singh said, “Available with a catalogue of over one million songs across different genres and languages, this is a free service provided by HP for one year on the purchase of Windows 8. Apart from the unlimited download, it also offers a 30-second preview before you download a song.”

HP Connected Music in India also includes a section called ‘Money can’t buy experience’, which includes an access to various contests where users can win prizes in the form of passes and concert tickets.

Regarding the cost factor involved in providing the free service for a year, he said, “As part of the marketing strategy, first year is the seeding period, which is a compelling value proposition for users who would like to extend the service on a long term basis.”

Commenting on entertainment through social media, Singh noted, “Even though there are many challenges in social media in terms of getting a direct negative feedback, a DJ doesn’t just break his own music, but others’ as well.”

Keeping in mind the fact that a large part of India’s population is the youth, who are tech savvy and prefer laptops over television, HP recently launched its new Windows 8 based products for the Indian market, which include the Envy TouchsmartUltrabook 4, Envy X2 hybrid and Envy 23 AIO.

Ranjivjit Singh was speaking on the topic ‘Entertainment as a platform to marketing technology devices’ at the Delhi leg of the Pitch CMO Summit, held in Gurgaon on March 1, 2013. 

Bhasin on the checks and balances of new IRS, methodology with new companies like Vedsur on board, interpreting the data and why it’s not fair to compare with previous data

Chitresh Sinha, CEO, Chlorophyll Innovation Lab and Vivek Singh, Joint MD, Procam International speak exclusively with exchange4media on the upcoming #BeBetter Campaign for the TATA Mumbai Marathon

Abhishek Punia, Co-founder and COO of ARM Worldwide, tells about how they re-branded themselves from ARM Digital to ARM Worldwide and in the process marked their presence globally

Srinivasan opens up on what prompted their recent rebrand, their foray into bus depots and developing the software that displays Bengaluru Metropolitan Transport Corporation's (BMTC) Passenger Information System for all the major bus depots in Bangalore.

Duroflex and Happy mcgarrybowen launch #7HourMarathon campaign with Milind Soman to promote healthy sleeping practices

Punjab has witnessed highest growth, of more than 50% DTH penetration, followed by HP and J&K

IRS 2017 has been reinforced with design, methodology, quality, and questionnaire enhancements to ensure the highest integrity of the data.