**Challenges in the Printer Industry and HP’s Innovation Efforts**
The printer sector is undergoing a notable downturn, primarily driven by the digitization of virtually all facets of contemporary living. People print significantly less than before, as digital storage, cloud collaboration, and online communication have taken center stage. Concerns regarding the environment and the movement towards paperless workplaces have exacerbated this decline, leaving businesses like HP striving to maintain their relevance in a diminishing market.
Nonetheless, it’s not solely technological and societal transformations that have led to the printer industry’s challenges. For numerous consumers, printers are now associated with annoyance. These devices are often perceived as obsolete, untrustworthy, and overly complex. Furthermore, many users would agree that printer manufacturers have done little to change this view. In fact, some of their business approaches have intensified consumer skepticism.
### HP’s Controversial Tactics
HP, a major contender in the printer sector, has encountered substantial criticism in recent times due to its contentious business strategies. Among the most condemned practices is the implementation of **Dynamic Security**, a feature that inhibits HP printers from functioning with third-party ink cartridges. Through firmware updates, HP has effectively made many printers incompatible with non-HP ink, compelling consumers to purchase the company’s often pricier proprietary cartridges.
This practice has resulted in numerous lawsuits and hefty penalties, alongside customer reimbursements. Activists have even advocated for the exclusion of HP printers from the **Electronic Product Environmental Assessment Tool (EPEAT)** registry, citing the anti-consumer implications of Dynamic Security. In spite of the backlash, HP maintains its defense of the practice, with CEO Enrique Lores even going so far as to assert that third-party ink poses a cybersecurity risk—a claim that has been met with considerable doubt.
Beyond the ink issue, HP and other printer makers have been criticized for necessitating ink for tasks that ideally should be ink-free, such as scanning and faxing. Such practices have only intensified the dissatisfaction many consumers harbor towards the printer industry.
### A Call for Printer Rebranding
In light of the adverse perception surrounding printers and the shrinking market, it’s evident that the industry requires a rebranding effort. Printers are no longer viewed as vital instruments for home or office use, and many consumers regard them as obsolete and overly complex. Interestingly, in 2024, the most recommended option for many individuals in search of a printer is often a basic, black-and-white **Brother laser printer** from 2017 or a visit to the nearby library.
To regain consumer confidence and interest, printer manufacturers must concentrate on innovations that truly enhance the user experience. Instead of relying on dubious business practices to boost profits, companies should emphasize features that simplify, accelerate, and make printing more user-friendly.
### HP’s New Feature: Perfect Output
In an uncommon initiative, HP has introduced a new feature that could enhance the consumer printing experience. The feature, referred to as **Perfect Output**, is currently being tested by select customers through a beta software driver. It forms part of a novel category of printer features that HP terms **HP Print AI**.
Perfect Output aims to streamline and expedite certain print tasks, especially for users who may not be very tech-savvy. As per HP, this feature facilitates easier printing of web content, such as articles, travel documents, and tutorials, resulting in a cleaner and more aesthetically pleasing output. For instance, Perfect Output can automatically resize images, eliminate advertisements, and reduce unnecessary white space when printing from a webpage.
Furthermore, the feature is designed to enhance spreadsheet printing, ensuring that the content doesn’t span multiple pages. HP asserts that Perfect Output can “reformat and reorganize content to fit perfectly on the page the first time,” which saves users time, paper, and ink.
### A Positive Move Forward?
While I haven’t had the chance to test Perfect Output personally, the idea appears promising. If the feature functions as claimed, it could help mitigate some of the frustrations consumers associate with printing. By simplifying the process and minimizing wasted pages, Perfect Output could transform printing into a more efficient and less demanding endeavor.
However, concerns linger. For one, it’s uncertain whether HP will leverage HP Print AI to collect data on its users or encourage them to connect their printers to the Internet—both of which are viable scenarios. If HP utilizes this feature to further exploit its customers’ data or breach their privacy, it could turn what seems to be a beneficial tool into yet another source of annoyance.
### Missed Chances for HP
Perfect Output is not the first instance of HP attempting to roll out features aimed at enhancing customer satisfaction. However, many of the company’s previous initiatives have not succeeded, either due to poor execution or a greater emphasis on driving recurring revenue rather than genuinely assisting customers.
For example, in February 2024, HP unveiled a **printer rental program** that was intended to streamline the process for…
