The AMI-Partners Blog

Last month I was able to attend HP’s Spring PC Tour where HP announced the release of its TouchSmart Elite 9300 Business Desktop PC, which is expected to be made available in the U.S. in May. This all-in-one desktop is the latest offering from HP’s TouchSmart series. You can read more about the device’s specs here.

Over the last few years, HP has paid a lot more attention to the design, look and feel of its computing products; the latest TouchSmart PC is a nice example of an attractively designed device that also delivers on productivity and efficiency.

What stood out to me were the strong compatibility features of the device. This allows channel partners (i.e., ISVs) and other developers to build customized software applications on the device that meet the needs of each individual client. What remains to be seen, however, is how HP will convince small and medium businesses that this device is right for them.

SMBs within retail can go through ISVs to develop software to effectively engage their clients. For instance, Ducati (already using the TouchSmart) has created an application that allows customers to customize their own motorcycle by changing the color, interior, and other features simply by dragging their fingers across the screen. The same can be replicated by electronics (for the guys) and clothing (for the gals) retailers. Eventually, effective adoption of this product will enable SMBs to optimize their cost structure, thereby reducing the need for on-site sales staff.

In addition to retail, the latest TouchSmart could make significant impact within the healthcare, hospitality, and education verticals. For this product to be successful among SMBs in these, and other, verticals I would suggest the following action items to HP:

• Offer Attractive Bundling Options – SMBs generally prefer buying all solutions from a single channel or vendor. HP currently offers bundles that include HPs VirtualRooms software (a collaboration tool to conduct meetings through the internet). Offering further bundling options with other computing products would certainly increase the attractiveness to SMBs.
• Market the Device to BDMs – The Business Decision Makers (BDMs) for SMBs are generally the owners of the firm. They make all of the buying decisions including which channels to work through and which brands to purchase.
• Advertise Through the Proper Outlets – SMBs are most influenced by Internet search engines and vendor web-sites when making purchasing decisions. In addition to these outlets, social media continues to grow as a critical source of information for SMBs.

I believe that if HP can take these factors into consideration, the TouchSmart Elite 9300 has the potential to be an impactful device across several verticals within the SMB space.