HP last month announced a strategy to radically simplify technology to help people `enjoy more' - a move that extends HP's leadership in imaging, printing and home computing into the fast-growing digital photography and entertainment markets.

As part of the strategy and in direct response to complex proprietary systems that have led the consumer electronics landscape for years, HP unveiled more than 100 consumer products designed to easily bring digital photos, music and video to life in new and enriching ways.

"This move marks a new beginning for consumers who have been turned off by complicated technology," says Reggie Nxumalo, country manager for Imaging and Printing Group. "HP is using its unparallelled consumer knowledge and technical inventiveness to cut through the complexity and make technology a positive ingredient in people's lives - a way to connect, discover, entertain and get more things done.

"Businesses of all sizes rely also on technology, from PCs to printers, from servers to storage, from PDAs to integrated software solutions. Today small and medium businesses (SMBs) believe that technology is an increasingly important tool for success. HP now delivers one of the broadest product offerings in the industry, and the company's goal is to make these products work together seamlessly.

Nxumalo adds, "Our vision is simple: place you, the consumer, at the centre of the digital experience by making technology that is simple, fun to use, and works better together.

"Already the world's leader in consumer IT, HP is expanding its leadership within the fastest-growing consumer digital imaging and entertainment markets.

"If technology companies want to get more consumers to adopt their solutions, they have to not only deliver innovative, easy-to-use, interoperable products, but also focus on how those products contribute to the overall consumer experience," explains Reggie.

"Consumers use technology because they enjoy digital photography, digital music and/or digital video. The challenge is to seamlessly integrate technology into their passion - and HP is providing compelling solutions to consumers."

For more information contact www.hp.com