HP to 'radically simplify technology'

Hewlett Packard (HP) has promised to "radically simplify technology" in a bid to make digital photography and entertainment more enjoyable and accessible for consumers.

The firm has unveiled more than 100 consumer electronics gadgets designed to create and manipulate digital photos, music and video.

"Today marks a new beginning for consumers who have been turned off by complicated technology," said Carly Fiorina, HP chairman and chief executive officer.

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

HP's product announcements include the release of the HP Photosmart 7960, which the company claimed is the industry's first consumer eight-ink photo printer.

Another first claimed by the company is the HP PSC 2510 Photosmart all-in-one printer, which comes with built-in wireless functionality.

In addition the firm unveiled its 5.3megapixel, 56x total zoom Photosmart 945 digital camera and the Photosmart Mobile Camera for the HP iPaq.

HP also promised to improve its post-sales support services. It detailed a package dubbed Total Care that includes 24x7 free phone support and same-day local PC repair.

"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 focus on how those products contribute to the overall consumer experience," said Danielle Levitas, director of consumer devices and technologies at analyst IDC.

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