For Technology Marketing Professionals

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	October 12, 2007 HP's Positioning: Good Balance, But IT Remains The Native Language VPR: IT Services And Outsourcing Providers Summary, Q3 ‘07 by Pascal Matzke with Bradford J. Holmes, Eric G. Brown, Daniel Krauss

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Executive Summary

HP's positioning is more technology-focused than that of its competitors, yet the company succeeds in delivering a consistent message across its business and consumer positioning as well as its corporate and services positioning. HP has recently begun to articulate more business-oriented messages to its enterprise clients. However, the positioning of its IT services and outsourcing offerings still predominantly uses the language of IT. This is not surprising, as HP's sales force remains focused on the IT decision-maker as the primary client stakeholder for its enterprise services.

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