HP printing heads to the cloud

HP Imaging and Printing Group (IPG) is driving its printing strategy into the cloud environment and reveals plans to deliver printing-as-a-service to businesses.

Tuan Tran, HP vice-president and general manager of InkJet Consumer Solutions, IPG, speaking at the HP Imaging and Printing Innovations Summit 2010 in Istanbul, Turkey, said this is HP IPG's biggest move into the cloud.

This month, HP rolled out its latest range of printers that enable consumers and business users to access cloud-based applications, documents, photographs and widgets directly from HP's ePrintCenter platform. According to HP, document creation will still need the use of a desktop PC or notebook.

In an HP statement, in the instance of HP Photosmart Premium All-in-One, users can upload documents and photographs using a USB flash drive or memory card that can be inserted into the printer. HP has integrated Snapfish into the printer's interface, enabling users to access their Snapfish account on the Web via an HP Touchsmart screen, access and upload photographs and then print them directly.

Arthur Goldstuck, MD of World Wide Worx, claims, as bandwidth increases in both capacity and quality, the applications model of printing will become relevant in Africa.

“In the next five years, we will be seeing a new wave of computing devices that are application-based. Devices such as the Apple iPad and BlackBerry Playbook show the direction in which applications are moving.

“Printers in the past have been seen as dull and boring. I think moving to this model was a good move by HP as [it] needed to evolve to the next level to gain excitement in the technology.”

During a round table held at the conference, several delegates voiced concern over how HP would secure documents stored in the cloud on HP's platform.

Tran said: “Users can set their printer in a protective mode, meaning it will only receive e-mails from one e-mail address from specific devices assigned by the user. Even if a spammer or bot got the e-mail address of the printer, it will only recognise and print white-listed e-mail addresses.”

He added that the only way the printer would be susceptible to hacking is if the actual white-listed mobile phone or PC was compromised.

Another move HP is making in the cloud computing space is offering printing-as-a-service to businesses via its channel resellers.

Richard Ford, sales and solutions enablement manager, HP IPG of Europe, Middle East and Africa, pointed out the company is driving printing-as-a-service by leveraging the InCommand programme.

“Small and medium enterprises are turning to printing-as-a-service to reduce printing costs. We also view this as an incremental revenue opportunity for our partners. We provide the printer supplies and service and the customer just provides the paper.”

HP is rolling out this service in three markets, namely UK, Denmark and Sweden. In March 2011, HP will introduce it to SA. By next year, HP expects to reach 150 resellers and be active in 21 markets with the programme.