 | | | | Hewlett Packard Taps Students for Product InputStudents were looking from their windows and gathering on the Weatherford lawn evaluating the product that won Hewlett Packard the 2005 Consumer Electronics Show Innovation award-the HP ep9012 Instant Cinema Digital Projector (code named Zoetrope). With a sheet hanging from the building reflecting the projector image, even students not involved in the project came out to see what was going on.
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| AustinEntrepreneurship Program students test out a Hewlett Packard Instant Cinema Digital Projector. |
"It was a really neat experience being able to work on the Zoetrope project with HP," said Brian Hay, a computer engineering major and Weatherford resident. Hay was one of nearly two dozen students who were part of a focus group and product evaluation exercise for Hewlett Packard. "Not only were we able to develop business ideas, discuss the market for the Zoetrope, and then present our findings to the people at HP; we were also able to play around with a piece of cutting edge electronics that is sure to have an impact on the future of Home Entertainment Systems. I'm really glad HP asked for our help, and I hope they continue with similar projects in the future," said Hay.
"The relationship between us and HP is just one of the wonderful benefits to living in Weatherford hall," said Jenny Villalobos, a sophomore studying marketing and international business. Because of the size of her room, which provided an optimal viewing area for the projection, Villalobos and her roommate kept the HP product in their room for lengthy testing.
"The Zoetrope is truly amazing. It transformed our room into a movie theater, without the feet on the backs of our seats and the sound of noisy movie goers all around," Villalobos said. "The Zoetrope brings the theater home where we can lay in our beds in our PJs and take part in a quality movie experience."
With Zoetrope, Hewlett Packard created a new category of projector by incorporating new components including a DVD player, subwoofer and 2.1 surround sound. Students tested the product, beyond its home entertainment niche, in classroom, dorm room and exterior settings analyzing the "big screen cinema experience" in a box concept. Students evaluated its high-resolution picture, nine-foot diagonal display, price and functionality, among other features.
"Students provide a completely different perspective," said Mark Giordono, part of Hewlett Packard's New Business Development team based in Corvallis. "They have a different mindset and don't temper what they say. They provide honest enthusiastic feedback that gives us a good customer perspective."
The focus group viewed the product as a breakthrough. However, the group also suggested some ideas to make the product even better by adding or improving features such as: wireless, smaller size, "Bose" speaker quality, more product mobility (can be put upside down) and a battery power option.
About 20 students attended the final presentation to HP representatives from marketing, research and development and other areas. "Participants from HP heard first-hand something for their area that will help in enhancing the product, marketing it, deciding on feature tradeoffs, entering new markets and more," said Giordono.
Giordono is coordinating with Jon Down, Austin Entrepreneurship Program director and Justin Craig, entrepreneurship professor, to begin another focus group/product evaluation exercise in the fall. As part of the Austin Entrepreneurship Program's informal curriculum, the product evaluations provide experiential learning outside the classroom. HP is also working with the new College of Business Close to the Customer Project on projector market research. |
