HP Inc expands 3D printing and digital manufacturing presence in Southeast Asia

HP relied on detailed market intelligence combined with comprehensive digital marketing initiatives to expand its 3D printing presence in the region.

HP Inc. (HP) is an American multinational information technology company headquartered in Palo Alto, California, that develops personal computers (PCs), printers and related supplies, as well as 3D printing solutions.

HP first introduced its production-ready commercial 3D printing systems HP Jet Fusion 3D printing solutions in 2016. These printers are productive enough to handle volume production runs with a significantly lower cost per part. The printers are also reliable with minimal downtime and were recently upgraded to adhere to injection molding standards.

Challenge

The HP Jet Fusion 3D printing solutions are a perfect match for SoutheastAsian markets which are predicted to see substantial growth in the additivemanufacturing space. Honing in on the growth opportunity, HP decided to augment its existing coverage in the region.

Approach

HP leveraged a proven distributor with a multi-market presence, established market coverage, existing infrastructure and distribution network to expand its foothold in the market quickly and efficiently. This helped them to maintain stringent cost control while expanding into a new markets.

Using market intelligence gathered from our customer relationship management systems and a third party’s market data, HP identified the markets with the most potential as initial market entry points.

They held dedicated co-joined marketing events with us for selected industries like education and medical that resulted in exceeding sales target and helped establish a strong pipeline.

They conducted several digital marketing efforts including local language websites, webinars and email campaigns to promote and reach new users of 3D printing technology.

Using our application engineers and expertise, customers were presented with complete turnkey solutions, which bundles upstream process such as software and downstream solutions such as post-printing process, instead of standalone equipment.

They established a Center of Excellence in Thailand and Malaysia to facilitate the development of applications and produce benchmarks for testing.

They leveraged on our service network. This proved to be a crucial factor during the challenging travel and movement restrictions of COVID-19 as the local partner successfully fulfilled all repairs, installations and commissioning work.

They benefited from our warehousing infrastructure to ensure the best delivery time and convenience for customers, and they worked with customers to forecast future needs of consumables to ensure a fast and efficient delivery time.

Result

HP was able to quickly expand their geographical coverage and establish a strong presence in the Southeast Asia region. Moving ahead, they have identified several large projects, particularly in some Asian markets that have a high demand for high-value printing production systems.