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Hewlett-Packard's printing and imaging group (IPG) is launching a summer campaign with the aim of targeting IT directors encouraging them to think strategically about their role in the business.
The vendor believes that the role of the IT director has changed with them playing a role in advising their employers about developments including the cloud as well as the traditional back office functions.
As a result HP is pitching a campaign, which provides educational tools and guidance to IT managers, over the summer and obviously will tie it in with its latest developments with its printing technology.
Vincent Vanderpoel, vice president and general manager of IPG laserjet and enterprise solutions EMEA, set out the changed situation that had led to the campaign.
"With senior management looking to IT, not merely to support the business, but to drive growth, IT managers are increasingly responsible for defining and communicating a strategic vision," he said.
"The print environment is absolutely no exception to this rule," he added "But to be genuinely strategic, the print environment needs to support SMBs on the operational level; and that also means embracing concepts such as mobility and cloud."
The vendor is going to be pitching its ePrint function which allows users to print via the cloud to a printer of their choice as well as encouraging IT managers to have a more strategic attitude to printing.