Hewlett fax designed for home office

Hewlett-Packard (Canada) has entered a new category with a three-in-one product specifically designed for the home office/ micro-business market.The HP OfficeJet personal printer-fax-copier is one of the first products in the new multi-function business equipment category, and Angela Burns, Hewlett-Packard products,...

Hewlett-Packard (Canada) has entered a new category with a three-in-one product specifically designed for the home office/ micro-business market.

The HP OfficeJet personal printer-fax-copier is one of the first products in the new multi-function business equipment category, and Angela Burns, Hewlett-Packard products, says the company is expecting to have a lot of competition in the marketplace.

At a suggested retail price of $1,369, Hewlett-Packard has combined the technology of its popular DeskJet printer, which offers 600 by 3,000 dots-per-inch resolution, with a 24-page memory plain-paper fax, and a photocopier with multiple copying and reduction capabilities.

The OfficeJet has all those features in one piece of equipment about the size of a laser printer.

It uses only one print cartridge, one kind of paper, and one manual for all three functions.

‘In a home office situation, people are looking for affordable equipment that provides them with professional output, that’s easy to use and doesn’t take up a lot of space,’ Burns says.

‘HP OfficeJet also answers questions that home office customers have had for a long time, such as, `I really like your plain-paper fax, can I use it as a printer?’ Now the answer is `Yes,’ and at a cost less than stand-alone products.’

Price is a major consideration in the home office market, and it is especially important for multi-function products to be more cost-effective than if the customer were to buy each piece of equipment separately.

hp competitor Panasonic has its own printer-fax-copier product, which it is selling in the u.s. for under US$1,000.

It will not be brought into the Canadian marketplace because at an estimated $1,500, the price would be too far out of the ballpark.

Montreal-based Brother International Canada has had a similar product on the market since September.

Brother’s IntelliFax 2400ML and IntelliFax 3500ML plain-paper laser fax machines are multi-copying full-function photocopiers, and can be hooked up to a personal computer to act as a fax modem, scanner and laser printer.

Ruben Brecher, Brother product specialist, says the IntelliFax is first and foremost a fax machine.

The addition of optional Missing Link software makes it a laser printer and brings the retail price of the three-function product to around $2,075 for IntelliFax2400ML.

Brecher says Brother wants to position itself as the ultimate home office company, and with the new products such as IntelliFax is showing it has the capabilities and products to do it.

A newspaper campaign for IntelliFax is under way from Hennessey & Associates of Toronto.

Hewlett-Packard started getting its OfficeJet into stores about a month ago, and is still firming up its advertising plans with its agency, Saatchi & Saatchi Advertising, Toronto.

Last week, Hewlett-Packard introduced new additions to its computer line-up, two notebook computers – HP OmniBook 600 PC and OmniBook 4000 PC.

The OmniBook 600 weighs in at only 3.8 pounds and offers Intel 486DX2/50 or 486DX4/75 processors and full-color display.