HP has launched five new notebook lines for the consumer and enterprise markets, and rolled out a revamped marketing campaign.
The vendor plans to emphasise the distinguishing features of its notebook systems, including enhanced security and instant access to media features such as DVD players. The strategy breaks with a previous focus on performance.
Some of the new laptops offer a fingerprint scanner as standard, as well as a privacy filter over the screen.
HP also unveiled its nc2400 ultra-light 12.1in widescreen notebook weighing about 1.4kg. The model is scheduled for availability later this month starting at $1,599.
"This is the product that really will meet the needs of the road warrior and all of us going forward," said Ted Clark, general manager for HP's notebook unit, at a company event in San Francisco.
Clark also unveiled a new coating for HP's consumer notebooks that will give the units a "smooth and luxurious" finish. "This is fusing fashion with technology," he said.
Notebook systems represent the fastest growing segment in the PC business, and HP has been gaining market share in recent quarters, according to analyst reports.
Stephen Baker, a vice president with analyst firm NPD, credited HP's growth to a strong channel programme.
A direct model, such as that used by Dell, does not work very well in a world where consumers buy computers based on features, according to Baker.
"There is not a lot of value in offering an upgrade from an 80GB hard drive to a 100GB hard drive or a better graphics card," he argued.
Baker added that HP is well positioned to profit from the popularity of notebook computers, especially because the company has a broad strategy that spans the consumer and enterprise markets.
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