Hewlett Packard announced this week that it plans to refocus its efforts in the digital imaging sector towards its “Print 2.0” strategy, and will no longer be designing or manufacturing its own digital cameras. Under the Print 2.0 strategy, announced in May this year, HP is looking to boost its photo printing and online photo services across all customer segments.
The company will not abandon the digital camera business altogether, though. HP is looking for an OEM partner that would be allowed to design, source and sell digital cameras under the HP brand. In the meantime, the company will continue to sell its current line-up of cameras through the holiday season, but expects to have a partnership in place by early 2008.