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From Sudarshana Perera in Bangkok

Hewlett Packard Development Company (HP) will invest US $ 100 million in the Asia Pacific region to build a leading position in the consumer technology while rewarding simple consumer experience with new exciting products, said Michael Hoffmann, Senior Vice President, Imaging and Printing Group, Asia Pacific/Japan at "HP Exprezzo 2003" the HP regional conference at the Peninsula Hotel in Bangkok. The two-day conference held to announce the launch of HP consumer strategy, digital imaging and entertainment solutions was attended by HP Asia Pacific professionals, Wordwide executives and IT journalists in the region.

Hoffmann said that HP's vision is focussed on becoming the number one consumer technology company that offers the most rewarding consumer experience in digital technology.

"We will also form strong alliances with the world's mobile giants such as Nokia to provide mobile technology solutions to the world, he said. Speaking on HP's strategy in emerging countries in the Asia Pacific, Hoffmann said that they are very happy over the progressive market share achieved and will continue to lay a strong strategy to increase its business while helping to develop IT industry in emerging countries.

"Our consumer strategy is to improve home productivity with photographic, imaging, entertainment, theatre, music and educational products, he said.

When asked to comment on HP's performance and overall IT sector in Sri Lanka," Hoffmann said that they have recorded a continuing increase of its market share and he is optimistic that Sri Lanka's IT sector is moving fast towards growth."We see a potential market in Sri Lanka, he said. More than 80 HP digital photographic and entertainment products were also launched at the event.

The launch of consumer strategy is also expected to capture US $ 119 billion market opportunity in the digital consumer technology category which is set to grow at US $ 156 billion. The company is also targeting to build good partnership with over 30,000 retailers in Asia Pacific to obtain profitability with a continuing investment in e-marketing.

Mrs Margaret Ong, Vice President, Digital Imaging and Personal Printing said that to further accelerate growth the company has increased its investment around key market opportunities.

"We are bringing consumers to the Centre of the digital revolutions and are set to create billions of enjoyable and creative products for Asian consumers," said See Chin Teik, Vice President Consumer Desktop HP.

Dr. Luanne J. Rolly, Senior Scientist Ink Chemistry R&D and Tom Anderson, Vice President, Marketing Personal Systems Group also addressed the conference.

HP is a worldwide IT company which offers IT infrastructure, personal computing, access devices, imaging and printing solutions. HP's Asia Pacific office is in Singapore.

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