HP is going to stop manufacturing its own digital cameras from next year – as soon as it finds an OEM partner to take over.
The company announced yesterday that it was seeking an alternative business model for its HP-branded cameras and shift resources toward its Print 2.0 growth initiatives.
It is working on identifying an OEM partner that it will license to design, source and distribute digital cameras under the HP brand.
HP will continue selling its own cameras through the holiday season and intends to have the partnership arrangement in place in the first half of 2008.
This shift in strategy is intended to enable HP to accelerate its investment in Print 2.0 initiatives. These include furthering its position in home photo printing and online photo services, while accelerating the company’s retail photo-finishing business.