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Development Manager category - so called in the Russian division of Hewlett-Packard office of Paul Kuzmenko, responsible for mobile systems, whose duties include supervision and direction "PDAs." Recall that HP - unconditional leader of Russia and Europe in terms of sales series iPAQ handhelds based on Pocket PC. On the eve of the final annual news conference the company, which will take place next week, our reporter managed to interview Paul in order to find out when our shelves will the recently announced budget HP H1910 and the first hi-end PDAs a new generation of H5400, which is planned to Pocket PCs release in the coming year, how the company sees the Russian market and that will be offered to our customers. HPCru: How can we explain the success of Hewlett Packard? You are second in sales after the Palm ... PK: In this segment, ie segment of handheld computers on the Pocket PC, we have a commanding lead. Our products - the most sold on this platform. And of course, in our plans to strengthen this leadership. On the other hand, if you compare our products with products of the company, Palm and "clones", Sony, for example, I can say that our products are initially positioned for a different market segment than they do. Emphasis on the possibility of using our handheld computers for corporate use of vertical markets. In many ways, the success of the platform as a whole and our brand in particular due to the fact that our users have traditionally purchased equipment from Compaq and HP, were still able to use mobile devices, handheld computers, to meet their needs - the needs of vertical markets. This may be logistics, could be tracking cargo, may be mobile management, in particular, mobile management IT-infrastructure. In addition, it may be an organization of wireless Internet access, work with the CRM-database (customer relationship management) for sales. HPCru: Corporate market is very picky about the perfect "enchanted" hardware solutions for different needs. As HP, at the level of line iPaq, copes with this?
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PK: Here we are successful largely due to the openness iPAQ, the very concept of what used to be called "Jacket," and now called the Expansion Packs. This system allows for the issuance of new options are very effective to meet a particular need for the user. Plus, those users who have become accustomed to a particular brand - HP / Compaq - get a complete solution, without changing your favorite brand. It is this focus on full-scale solutions aimed at corporate users, to offer a specific package and leads to success in this market. In addition, another important factor is the design. In fact, for a long time, iPAQ became a trendsetter in this segment. It is possible to achieve considerable success in the future we are going to develop them. HPCru: That purposefulness for corporate use due to the presence of the scanner otpechtakov fingers in new models? This new level of enterprise security? PK: Yes, this is definitely a new level of security and the opportunity while maintaining the price niche, which we have traditionally adhere to (we are well aware that we are not price leaders), to achieve the one hand a new level of personalization, on the other - maximum security. For a sufficiently large number of enterprise applications is needed from a security perspective, the qualitative verification of the user.Necessary security to work with these devices, because only in this case, our customers can be sure that confidential information is important for their business will not be lost or stolen even if the physical loss of the device. Biometric authentication - not only our strong point. Those technologies that have been successfully tested in previous modelh now, thanks to a new level of integration, we can not offer both options, as well as built into the base product. We are talking mainly about the wireless data - Wi-Fi, in the first place, and well-proven and long ago embedded in the chip iPAQ Bluetooth, which will continue in the new series. HPCru: How HP is looking at plans of some companies producing supercheap Pocket PC? PK: Of course we monitor market trends related to the preservation and development of niche low-cost devices, and plan next year to issue a special series of inexpensive cars, which will preserve the dignity of "older" models (I mean the focus on corporate users ), but at the same time certain elements of functionality will have been removed in order to translate them into a different price segment. Therefore, the plans of competitors to produce very cheap cars do not will catch us by surprise - and in this price niche we can offer our customers a complete solution. Generally the market is scheduled two directions: makmsimalno cheap machines without too much functionality on one hand, on the other - multifunction devices with features that are virtually do not occur in "standard" PDA. Promotion strategies of these two types of devices on the market are very different. We already have experience of working with expensive models, and market low-cost handsets for us until a special niche, which still has a lot of work. HPCru: The Russian market has its own specifics. Here, there is little corporate use of handheld options, but many customers who buy PDAs in image purposes. Does this trend continue? PK: The Russian market is booming, its volume, according to our estimates, approximately 65,000 units sold this year (for comparison - last year this figure does not exceed 50 thousand). That is, the growth in the face. Surely noticed that there is a large group of consumers who use these devices in order to fashion, including, for these purposes often choose iPAQ. We are not seeing big trouble, because our market is, of course, must go through those stages which were the markets of other countries - from the Pocket PC as a personal organizer to the work of CCP as a component of a complete solution. I must say that in this matter, we see positive changes. They are related to the fact that quite a large package of corporate orders we already have - these supplies are used exclusively for the needs of the business organization, for vertical markets, which I have already spoken. Number of clients is constantly growing and this can not but rejoice. As for those devices that are sold as gifts or bought for image purposes ... A little early to talk about it, but I think that our line of inexpensive handheld hardly designed for this market segment. In Russia, for creating an image using still more expensive models. Therefore, the "younger" Our devices will soon be used by corporate customers that are sensitive to the budget. For example, in the framework of a decision in which the hardware will be allocated a small portion of funds. HPCru: When do you estimate the Russian market will exceed threshold of 100 thousand units sold per year? PK: If the market will show the same tendency to grow, and if the GSM-operators extend the range of available content services (access to corporate networks, e-mail), perhaps as early as next year. HPCru: On the cellular networks. Russia does not recognize international certificates of cellular equipment, so all the mobile innovations have come late - after the domestic certification.Does HP plans to deliver to the Russian market modification line iPaq 5400 GSM / GPRS module?
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PK: Actually, shipping equipment new line will begin in late December of this year, so be on sale in Russia, they will appear in the first quarter of next year (in February, apparently). As for the model with built-in GSM / GPRS, these cars will be supplied later, but in any event, we hope that by the end of the first calendar quarter of 2003, they will be available to Russian users. We're working hard to licensing issues, and all devices that will be delivered to Russia will be held all the necessary certification procedures. HPCru: Will you cooperate with the cellular networks of stores, as do Nokia and Siemens, or model of iPaq 5400 GSM / GPRS modudem will be sold in stores that sell handhelds as an ordinary PDA with advanced features? PK: We are considering options for distribution of new products through mobile operators, but now the more interesting option for cooperation on providing corporate customers with data services. HPCru: In Europe and the world at large platform Palm OS still maintains its lead in total sales PDAs. In Russia, the Pocket PC platform some time ago to get ahead. What explains this specificity of the Russian market? PK: Judging from our data, Palm, plus "clones" occupy about 35-40% of the market, while HP - slightly more than 25%. But in general, really, Pocket PC in Russia ahead of Palm. I think this is due to the fact that it is on the Pocket PC platform first appeared really and truly elegant full-featured handheld computers. And the explosion of interest in handheld computers, as such it has been linked with certain devices that work on Pocket PC 2002, in particular with the iPAQ with large screens and functionality. Well, the second factor - the habit of using Wintel'ovskih (Windows plus Intel) platforms. HPCru: New Palm PDAs and the new OS will significantly change the alignment of the global market? PK: Of course, we are cautiously refers to the actions of our competitors, but we believe that the devices that appear in our range and in general on a platform of the Pocket PC 2002 will compete with the new technology from Palm. Some things did not change. This superiority in performance, functionality, easy integration with other maykrosoftovskimi products, timing, ability to work in operating systems with similar interfaces - all play into our hands. Therefore, for users of Palm OS new - good news for Pocket PC, and HP in particular, has to respond, and we expect that, at least, the existing balance of forces continues, and moreover, Pocket PC will gradually take away the position of at Palm. HPCru: Russian PDA market, unfortunately, are quite small and unobtrusive. Will there be some promotional work for the promotion of products HP, or platforms, Pocket PC, or "pocket" class of computers, as such? PK: This work is already being gradually, though it may be, its results are not as noticeable. We promote our technique in osnovnovnom through specialized companies that provide turnkey solutions in this area. They receive from our marketing support and promote our devices in the enterprise market. As for mass advertising, we've recently released a new catalog. He has appeared as a tab in certain business publications and is a separate page devoted just PDAs. Next year we plan to continue to work on the popularization of mobile solutions in general. Planned a lot of promotions associated with laptops, the next step - the inclusion of these shares are held computers. The authors, translation:
Konstantin Vorontsov