HP defines specific approach for emerging countries, BRIC countries

Tuesday, November 29, 2011

HP (NYSE: HPQ) has identified a set of challenges and opportunities for its business in emerging markets, and in particular the BRIC countries, the company's senior VP of global sales, Jan Zadak, told BNamericas.

HP has different approaches for the mature markets, emerging markets and BRIC markets, he said.

"All markets are important to us. But among the emerging ones, we have a particular approach to the group comprising Brazil, Russia, India and China [BRIC], and despite some particularities between them, I see common opportunities," Zadak said during the HP Discover 2011 conference taking place in Vienna, Austria.

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Among the opportunities, the executive noted "a lot of innovation" coming from developing countries, both in the enterprise and in the consumer segments. Zadak also listed a young, "eager to contribute" generation, and the growing number of IT professionals as strategic to HP's business approach to those regions.

Another important characteristic of the group, in Zadak's opinion, is a "freedom of leveraging" observed in their IT markets.

Among the challenges, though, the executive highlighted a still underdeveloped ICT infrastructure.

"I personally do not like the 'emerging countries' term. I prefer 'growth markets,' which is how we designate the countries that do not form the BRIC group," Zadak said.

According to executive, the company's goal for those countries is to continue focusing on enhancing and strengthening channels.

He also pointed out that despite the fact that the company is openly focusing more on software and services, the hardware vertical will still be important in developing countries and regions where a significant portion of the population is only now acquiring personal computers.

HP is in close negotiations with a "very large" bank from one of the BRIC countries to provide corporate solutions, Zadak said, declining to disclose which bank or where it is located.