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Tue 1 May 2007 05:49 PM

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Ink rethink for buoyant HP

Printing giant overhauls its supplies strategy in an effort to serve the differing cartridge requirements of ink users.

Hewlett-Packard is aiming to reaffirm its stronghold in the Middle East market for print cartridges following the reinvention and expansion of its global supplies portfolio.

The vendor claims it will offer greater value and a simplified shopping experience as a result of the "major change" to the way its printing supplies are offered globally. As part of an initiative to address the different printing needs of customers, HP has divided its portfolio into standard, value and speciality cartridges.

Standard cartridges - priced as low as US$14 - are aimed at users who print in small volumes and are therefore swayed by price. Speciality users, in contrast, tend to print higher volumes more frequently and are concerned by lower operating costs.

In addition to the new line-up, HP has introduced new colour-coded packaging for easier in-store and online selection, and is promising to provide new point-of-sale ink selection guides.

"The standard, value and speciality ranges are a further manifestation of the ongoing strategy to provide customers with unrivalled choice - not only in printer platforms but also in printing supplies," said Vincent Vanderpoel, VP and general manager of the EMEA supplies business of HP IPG. "It's a real departure from the way the supplies industry has operated to date and we're confident it will be well-received by our customers."

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