In the late 90's HP set out to deliver the content via their industry-leading line of printers. The idea, while technically possible, preceded on-demand services like Spotify, Netflix or Kindle. The internet of the 90s made on-demand audio and video streaming prohibitively expensive. Over a decade later, the small team in Corvallis, Ore. decided to reboot what was then called "Scheduled Delivery."
In 2010, web-connected printers were affordable and streaming services like Netflix were household brands. The time seemed right to "stream" printed content directly to households around the world. By 2011, we had quietly launched the service to specific lines of printers.
At first, we created dozens of publications from content syndicates — the very same syndication services that newspapers use to this day. Publications included The Universal Crossword, Dear Abby, 7-Day Menu Planner and Comics. Later, through the intensive business development efforts, we began delivering content from publishers like The New York Times, NBC News, Disney, LeapFrog, Condé Nast, Highlights, National Geographic Kids, Crayola and DreamWorks.
As part of the InkJet Print Lab, we worked an innovative environment. Our new business had many pilots, prototypes and beta tests. Each new title was its own project that required content analysis, development of branding, template design, detailed instructions, user testing and analytics. After creating an InDesign template for each new title, we utilized vendors based in India to populate the templates every day. Today, there are still hundreds of publications though scheduled printing has been scaled back significantly. Messaging about HP Printables was eventually included in the boxes of some printers, but the service was never advertised broadly.
As part of my nearly five-year engagement with Hewlett-Packard:
I piloted and lead the development "Samples," which drove 3,500 new subscriptions each week during the peak of scheduled content.
I managed the implementation of "welcome pages," which clearly outlined subscription details for each subscriber of 200+ publications.
I lead the development of a "welcome kit" and process for outside publishers to begin serving content with limited onboarding support.
I developed a number of slides for an international presentation by HP Executive Vice President Vyomesh (VJ) Joshi.
I designed multiple slide decks for Stephen Nigro, former senior vice president of Imaging and Printing. Nigro is now the president of 3D Printing.