Hewlett Packard indicated this week that it plans to refocus its efforts in the digital imaging sector towards home photo printing and online services- and away from manufacturing and distribution of actual cameras. According to an IDG News Service story picked up by the New York Times, the shift will involve HP finding a licensee to produce cameras under the HP name, but that actual HP-manufactured devices will be phased out by the middle of next year.
The move represents the latest step in HP’s “Print 2.0” initiative, which was announced in late May at the company’s annual Imaging and Printing Conference. Under Print 2.0, the company will focus on making it easier to print photos from the Web, extending HP’s digital content creation and publishing platforms and making printing both faster and cheaper. HP followed the announcement with the launch of a $300 million ad campaign, featuring singer Gwen Stefani.
