|
NATIONAL ASSOCIATION OF BROADCASTERS
LAS VEGAS, NEVADA
APRIL 19, 2004
© Copyright 2004 Hewlett-Packard Development Company, L.P
All rights reserved. Do not use without written permission from HP.
Introduction: One of the crucibles of Silicon Valley from its very initiation decades ago. I'd like to bring on our first guest today. I'd like you to say hello to Shane Robison, who is Executive Vice President, Chief Strategy and Technology Officer for Hewlett-Packard. Let's say hello to Shane. Bring him on, boys.
Shane: Thanks, Glen. Wow! What a great group. It's really exciting to be here today. Over the course of my career, I've had the opportunity to work in a bunch of different technology areas that, in one way or another, have all become part of today's digital entertainment landscape.
I started out in developing flight simulation systems for the military. I spent some time in artificial intelligence research, and then I was at Apple Computer, when color was introduced to the desktop, when QuickTime was introduced to the marketplace and a bunch of other entertainment-related technologies.
Now, a lot of the things we were trying to do at the time were really challenging because the fundamental technologies that linked the computer and the entertainment worlds together were not really there yet. The analog and digital worlds were completely separate. Now, just this year, I had one of those "ah ha" moments where I realized that those barriers were actually disappearing forever. So let me tell you a story about when I realized that things have changed.
HP sponsors BMW Formula One race team, and I was at one of the races. I actually was down in the pit area, and I had my HP 945 camera. When Juan Pablo Montoya, our driver, drove out of the pits during the race, I was able to quickly snap about 50 pictures, and I should say I'm not a great photographer, so I was lucky to have snapped at least this one great picture, and the others I took - well, you really couldn't tell. They were of different parts of the car and ear lobes, the back of some guy's neck. I got lots of shots, but this one was really good.
Now, I was able to leverage HP's strategy to ensure simple and rewarding experiences across our entire portfolio. We call it RSBT for radically simple better together. I popped my memory card out of the camera and into the laptop. I deleted all the bad pictures because I didn't really need them. And then I popped it into an HP mobile Photosmart printer. And I was able to print out an incredibly high quality hard copy print on the spot.
Now, there were a lot of other people there with me, including customers, who also thought this was a pretty good picture, and so I printed about 50 prints for the people who also wanted to capture the excitement of Juan Pablo leaving the pits. But it didn't stop there. After the race, I took the one good photo that I had to Juan Pablo, and I asked him to autograph it for me, which he did.
So I walked away with a record of the experience as a memento. The cool moment for me was when I realized that this whole personal entertainment experience, the whole process, was digital, it was mobile, and, most important, it was really easy. So why am I telling you a story about personal digital entertainment here at NAB?
It's because I believe that personal and professional digital entertainment content are converging in some really interesting ways. There's truly a digital revolution happening. One of the most exciting things for me about being here at NAB this year is the role that digital information technology is playing across the entire professional media and entertainment industry, and that's from content creation to content management and distribution, all the way to consumption.
And this industry, in particular, is one that has always embraced innovation and innovative technologies. What I think is most important is what these innovations have enabled all of you to create. Technology has helped this industry bring comic book superheroes to life. Technology has fast-forwarded audiences several thousand years into the future. Technology has enabled all of us in our own living rooms to witness live combat as it unfolds. Technology has made these rich experiences possible for our eyes, our ears, and our minds to fully integrate.
Now, compelling story telling has always been the foundation of this industry's business model, and the good news is the human need to consume these experiences has not changed. So that fundamental business driver will always be there. However, what has changed is the quality, the diversity, and the sheer volume of stories and experiences that we can produce.
Storytelling and experiences are being distributed digitally through new networks like secure communications networks and they're being displayed on mobile devices, like the cell phone that was just ringing in the background. If you heard Carly's keynote this morning, you heard her talk about how every process is becoming digital, mobile and virtual. So this basically translates into the idea that every step you would normally take in creating, managing, and distributing content is shifting from a labor intensive, physical and analog process to an automated, mobile and virtual process.
So just to make that a little more real, for example, think about my digital camera story. From a process perspective, I didn't have to physically take the pictures to a lab for developing. No chemical processing. It's actually all just bits and bytes at that point. It's mobile in the sense that I can take it with me wherever I go, including the printing side of the experience. And finally, it's virtual in the sense that it's not a physical object, like a negative. It doesn't sit in a fixed location, and I can share it virtually in a way that allows people to have access to it from anywhere in the world.
Now, we've all seen examples where audiences are interacting with content through their mobile phones. Cell phones are being used to target audiences, to vote and send live feedback to TV characters and to even view movie clips. Just this week, HP and Nokia announced something called Visual Radio. It's a new technology that allows radio broadcasters and advertisers to interact in real time with their listeners via cell phones.
And it's information technology that really has the potential to make these new storytelling experiences more engaging, more vivid, more personalized, more targeted, and more effective across multiple audiences, mediums and devices.
You may not know this, but HP is the world's largest consumer IT company. We occupy 10% of the world's total retail shelf space in 176 different countries. We're the largest supplier of information technology to small and medium businesses, and we're the second largest enterprise IT company in the world, with market leadership in virtually every category in which we compete - Linux, management software, servers, storage and the list goes on.
We have the broadest and deepest information technology portfolio in the world, and we believe that by partnering across this industry, we can do a lot of interesting things together. On the consumer side, specifically, digital information technologies are already transforming the entertainment experience in our homes, with digital cameras, DVDs, PVRs, high definition TVs and digital displays.
Now, I have a really fun video to show you that will give you a much better feel for what HP is doing to transform the whole digital entertainment experience, so if we could roll the video.
[video presentation]
Shane: That's where HP is investing - in the digital entertainment experience for the home. But there's something happening outside the home that I believe is more profound across the whole entertainment industry. All the digital technologies that we've been talking about that make this industry so extraordinary are still just digital islands today. They're not truly interconnected in a way that allows you to capitalize on their full potential across everything that you need to do.
Now, these are not my words. They're yours. It's what customers like Warner Brothers and DreamWorks, Viacom and Disney are consistently telling me. They tell me that open industry standard technologies are really what it's going to take to help them make the full digital transition possible.
The question on your minds right now might be: "How can we use information technology to continue to create great stories, to target audiences more effectively, to save money, to make money and to create entertainment experiences that have never existed before through as many different types of media and devices as possible?"
Today, you'll hear me talk about how we're partnering with industry leaders such as DreamWorks, Warner Brothers, CBS, Time, SAVVIS and AVID, who are all helping us drive this digital revolution forward. Today, I'm announcing HP's intention to build out the digital media platform for the future of the entertainment industry. This will be an open industry standard platform that will help link all the applications and technologies that you use in your business infrastructure, together, in a way that will help you fully capitalize on the digital revolution.
HP is the only company that can create this platform across your business infrastructure, all the way from content creation to content distribution to content consumption and, again, helping you save money, more importantly make money, and create new revenue streams and experiences that never existed before.
Now, in any discussion involving the transition of this industry from an analog to a completely digital world, across the entire spectrum of what you do, from content creation to content distribution, to content consumption, you must address the issue of Digital Rights Management and how to preserve and expand great customer experiences in that Digital Rights Management context.
Earlier this year, HP took a strong stand on the importance of protecting digital rights and copyright protected material. We took this stand because we believe that just because technology may evolve faster than our individual sense of what's right and what's wrong, and just because we have the ability to take someone else's intellectual property for free, that doesn't mean we should.
As we're entering an era in which all content is digital, mobile, and virtual, HP is committed to three primary principles in support of digital rights management. First, to emphasize the consumer experience in the context of digital rights management. Second, to build, acquire or license reasonable content protection solutions. And third, to respect and support the protection of intellectual property and copyright.
Now, since January, we've actually made significant progress on this commitment. HP has become a member of the content management licensing authority. We've also licensed HDCP technology from Intel to ensure that video cannot be intercepted as it travels between devices and that the destination device also follows the usage rights associated with that video.
We've partnered with Philips to propose new copyright protection technology for direct digital broadcast recording to the FCC, and I'm here to tell you today that HP is going to build on the commitment that we began here in Las Vegas at CES last January. So let's talk about that.
HP recognizes that there are hundreds of millions of analog TV sets out there today. We also know it's going to take time before consumers replace all those old TV sets with the new digital ones. Now, this causes some concerns, particularly for the entertainment industry in the process of this digital transition. Why is that? Because when content goes from digital form to an analog form, the usage rights usually get lost. This loss, plus the fact that it's easy to convert unprotected content, unprotected analog content, back into a digital form where it can be illegally copied is unfortunately stalling progress for the introduction of new forms of exciting and compelling entertainment content.
HP believes that now is the time for all three industries, the IT industry, the consumer electronics industry, and the media and entertainment industry to come together on this issue in a way that will ensure progress and ensure that new business models are successful, even with the huge number of existing old analog TV sets that are out there today.
Now, we've bee having conversations about this for years now. We know what needs to be done, and now is the time to get it done. In order to truly facilitate this transition between an analog and digital world, we need to level the playing field and that's going to take narrowly focused legislation to move all this forward. We believe this approach is really what it will take to facilitate the full transition for this industry towards secure digital delivery of great compelling entertainment experiences, entertainment experiences that we all know are possible.
So now, let's shift gears. We're going to jump right in and talk about all the great innovations that we're creating with our customers and our partners to help them capitalize on this digital revolution. Let's begin with our partnership with DreamWorks.
One company that's recognized as a pioneer in this industry is DreamWorks. DreamWorks has been partnering with HP to capitalize on the digital revolution for several years now. HP and DreamWorks both have the spirit of invention in their DNA. HP is a 65 year old technology company built on innovation and invention, and DreamWorks is the first new major studio to be founded in over 65 years.
In many ways, this is a perfect partnership for two companies that don't want to be limited by conventional thought or by available technologies. Back in 2001, HP helped DreamWorks out of a tight spot, as they needed computing power to finish their groundbreaking, original, 3-D animated feature film. It involved a certain green ogre named Shrek.
Our work with DreamWorks gave us insight into how significantly they were pushing the boundaries of existing technologies to bring their vision to the screen, creating a story telling experience that both adults and children could enjoy equally.
Together we've been tackling some of the toughest animation and rendering challenges in the world. We've been working to improve the fidelity and the security of digital distribution and, together, we've been making big strides in information compression, in pioneering new digital imaging technologies.
Today, DreamWorks has nearly a thousand high-end HP graphic workstations running Linux for its most talented and demanding creative artists.
DreamWorks animation has created an HP computing system that spans multiple sites, enough computing power to rank it among the top supercomputer sites in the world, a phenomenal amount of computing power. Now, DreamWorks is a studio that first creates the story that they want to tell and then they find a way to bring it to life, irrespective of the technology challenges involved.
DreamWorks has never been willing to compromise or to alter their creative vision because the technology couldn't keep up. And, frankly, HP is not one to let technology limit a customer's vision either. It's out of this growing partnership that we're pleased to announce two innovative technology solutions, and these have implications for the entire industry.
The first announcement we're making today is that ShrekII is the world's first Hollywood animated feature film to be rendered using HP's utility rendering service, thereby providing DreamWorks with 50% more capacity from a pooled set of computing resources. These are resources that DreamWorks can use dynamically as they need them. So, for example, it's like all utility services - water, gas, electricity. When you need more of something, you just dial it up. So why is this announcement significant for the industry?
Because it means that storytellers and creative artists of digital filmmaking are no longer constrained by computing capacity. At its essence, this dynamic rendering service is both a business model innovation and it's a technology innovation. It's a business model innovation because even though DreamWorks has a powerful state-of-the-art rendering facility, they continue to push the boundaries of rich visual imagery and audio effects to create the most compelling experiences possible. And now, they're doing it across multiple feature films, all at the same time.
So instead of having to make capital equipment purchases to install, manage, and maintain more and more additional gear to meet their crunch time demands, we offered them an alternative model, one that allows them the choice to pay for only the capacity that they need when they need it.
Now, it's a technology innovation because it gave DreamWorks a lot of flexibility in how they used this rendering service. Our Palo Alto data center provided them with a utility-like service that enabled them to prioritize the capacity they needed, when they needed it, during peak demand, so they would program their priorities in and the rest would all happen automatically. Now, you're going to hear a little bit more about this service in just a few minutes.
The second announcement is that DreamWorks and HP are partnering to bring DreamWorks's virtual studio collaboration to the whole entertainment industry. One of the most common challenges all studios face is how to enable various creative teams and studio execs to collaborate across a number of different process steps from storyboarding to reviewing dailies to all the things that you all do, and they need to be able to do that any time, even if they're on the road, which I understand is pretty much all the time.
Using all the greatest moviemaking techniques, lighting, sound design, visual effects, DreamWorks has created an incredibly realistic collaboration environment that recreates the experience of working together live in the same room. It's amazing when you actually see this thing, and you really do need to see it to believe it.
HP is teaming up with DreamWorks to recreate this experience and to bring it to the whole industry to use an enjoy. It's all part of our overall corporate strategy to bring high tech, low cost, and the best total customer experience to our existing markets and to new markets.
But rather than have me go on about the details of these announcements, let's roll a video that will give you a much better feel of how these announcements work and what they're all about.
[video presentation]
Shane: But it gets even better. Now, I'd like to invite Ed Leonard, a friend and partner, Chief Technology Officer for DreamWorks, up to say a few words about our partnership.
Ed Leonard: Hi. So I just wanted to take a minute and just acknowledge what has been a really incredible partnership between DreamWorks and HP. About two years ago, we formed a partnership and our goals were pretty ambitious. We wanted to form a partnership around the notion of really redefining the convergence and the overlap between technology and creative content. To look very specifically at what technology could do internally for our creative process and then to form a collaboration around the notion of putting new technologies that can enable our business, and I think you can see by some of the stuff that was shown here this afternoon that even though our ambitions were incredibly high, I think that HP is continuing to exceed even our highest expectations, and the really cool thing also is that everyday and every week that goes on, I think we continue to raise the bar.
This virtual collaboration studio project that you saw here, as late as Friday afternoon, we actually got this working between our Glendale site in California with HP's Corvallis, Oregon, site, which represents a giant milestone for us, and now, we can have the creative teams, engineering teams at Corvallis who are developing this, collaborate with our teams internally and I think it's going to accelerate the pace of change between our companies which is just tremendously exciting.
Another giant milestone that we had last week for us, which was a huge milestone, is we actually completed the production of ShrekII and that for us is - for those of you that know, making this film, there's certainly at least one or two points of time during the process where you're not really sure that's going to happen, but thankfully, it is going to happen. You know, I have a 9-year-old daughter and she said to me - I was working late a couple of nights, and she called a little family meeting, and she got us all together and she said, okay, look, Dad. I know that you're working late and it's okay if you need to work late, but get Shrek II done. And I thought, oh, great. I need just a little more pressure in my life right now.
So Shrek II, it is just a remarkable movie and is consuming just a tremendous amount of computational power. There's about 10 million CPU hours of rendering in Shrek II. The original Shrek took about 5 million render hours, so it only seemed fitting for Shrek II to double that. And I do think that shows up in the film. It's just a fantastic film.
In the last couple of months, this URS project, this utility rendering service, provided us with a very critical amount of peak rendering, and we actually rendered about a million hours on this utility rendering, and again, this was a pilot project. We expect to use a lot more of this, but it was really a fantastic opportunity for us to try this out with HP.
And all in all, there were about a half million frames that got rendered on UDCs. I'd like to share one very important frame with you right now. If we could see that. That's not the frame. Oh, there we go. We have to have a little rolling. So this is HP's film credit on Shrek II, which for our industry is - it is one of the key acknowledgments of contribution, and without a doubt, HP is a key contributor to this film and is just a fantastic partner. And so, of course, this really doesn't look that good here, but it really looks great in a theater on film, so I would encourage all of you to go see this product May 21st when Shrek II opens. So thank you very much.
Shane: Thanks, Ed, for being part of this today. And thanks to DreamWorks for being a partner in all that we've been able to do so far.
Now, I'd like to switch gears a little bit and talk through another way we're partnering across the industry to capitalize on the digital revolution. At HP, we realize that one of the great drivers of the digital revolution is customers who want to relive their favorite movies or television shows, things that they saw 20 or 30 or even 40 years ago, and I can almost relate to that piece. The opportunity to unlock these experiences in new digital quality picture and sound is very real today.
So think of this in the context of the more than $25 billion home video and DVD market. The problem today is that some of the very best stories and entertainment experiences are still sitting in old vaults wasting away, where none of us can enjoy them.
That's why we're leveraging technologies we've developed in our labs around imaging, restoration, archiving and metadata tagging, to help bring these historical treasures back out into the light of day.
HP has recently engaged in deals like the one that we announced with Time, Inc., to digitally restore every image every published in the history of Time magazine, and these are images like Muhammad Ali's Thrilla in Manila, or the Fall of the Wall in Berlin.
Another partnership is with Getty Images, the world's leading provider of imagery, film and digital services. And our engagement there is to help them manage their assets for over 150 million unique visitors each month.
Or finally with CBS to restore and make available classic entertainment experiences such as when the Beatles first appeared on the Ed Sullivan Show and really rocked the world for the first time.
Today, we have another very special partnership to announce with another entertainment industry leader. This is a company at the forefront of every aspect of the entertainment industry, from feature films to television to home video to DVD to animation, to comic books, interactive entertainment, games, product and brand licensing, international cinemas and broadcasting. I'm, of course, talking about Warner Brothers Studios. Together, HP and Warner Brothers share a common vision for the future of digital media entertainment, a future where digital technology enhances the quality of entertainment media in both its production and in its distribution.
HP and Warner Brothers are putting this vision into practice through active cooperation and partnership on a number of cutting edge projects. This partnership is about harnessing the power of digital technology to restore many of the world's classic motion pictures and television experiences. It's about creating new digital tools to define the motion picture post production studio of the future, and it's about cooperation as a means for encouraging the transition from analog to digital for all of filmed entertainment delivery.
So let me give just a few more details on these deals, and then I'm going to invite Chris Cookson from Warner Brothers to give some additional color - no pun intended. First, on the digital restoration front. HP and Warner have agreed to pool their collective expertise in imaging processing to develop and deploy new techniques to restore image quality from Warner Brothers' classic motion picture and television library, which is the world's largest.
This includes the ability to dynamically scale storage and compute capacity across multiple restoration projects, such as The Wizard of Oz or An American in Paris. Building on Warner Brothers' proprietary software used to restore Singing in the Rain and Robin Hood and Meet Me in St. Louis, and HP's image, color and data management technologies, HP and Warner are committed to preserving and presenting the original creative vision of these classic films in stunning digital age quality.
Now, we're going to just have a look at the before and after of Robin Hood for an example, and we'll see if you can tell the difference.
[film presentation]
Shane: Every time I see it, I'm just amazed. Warner Brothers told us the story of a famous director who, after seeing his film restored with this method, actually cried about halfway through the film, and to date, the consumer response to these restored films has been simply overwhelming, so together, HP and Warner Brothers intend to make this service scalable and available to the entire industry.
So next, let me say a few words about this digital post production studio of the future. Working at more than four times today's customary digital resolution, Warner Brothers and HP will define and develop the tools necessary to manage and manipulate the hundreds of terabytes of data that are needed to make that quality of what goes into the vault meet or exceed the historical quality of 35 millimeter film.
This deal will combine HP's network and adaptive enterprise expertise with Warner's deep industry knowledge and experience with workflow technologies and processes across their feature film restored library of films and their high definition television shows.
We will also use the results of this collaboration to continue to build out the digital media platform together and to make it available to the whole industry as a standard for digital post production.
Now, I'd like to invite Chris Cookson, President of Technical Operations and Chief Technical Officer of Warner Brothers Entertainment to come up and just say a few words about our partnership. Chris.
Chris Cookson: That's the first time I've heard them play the music. That's kind of fun. We at Warner Brothers are not only committed as Shane demonstrated to the preservation and restoration of classic films from the past. We're also determined to develop and adopt innovative new tools and techniques that are made possible by these digital technologies, that will allow today's filmmakers to capture a modern, creative vision on the screen. And to do it in a way that will protect that vision for the future by ensuring that what is preserved in the vault is at least as good as, if not better than, what has been historically possible.
And we're excited that HP wants to join in these projects. Not only does HP bring experience and knowledge in the managing, storing and manipulating of the vast amounts of data that digital production generates. You know, in full resolution, a feature film can easily generate over a thousand terabytes of raw data. But they've also got unique image processing and management technologies from their pioneering work in still photography that we look forward to adapting to motion pictures.
We also support and join in HP's drive to find opportunities to use digital technology in new and innovative ways for consumers to access and enjoy the kinds of entertainment we create and especially we applaud their leadership in seeking to protect intellectual property in this digital age.
And to steal a line from one of our classic films, Casablanca, this could be the start of a beautiful friendship.
Shane: Thanks, Chris. It's great to have you supporting this incredible partnership between HP and Warner Brothers.
Now, we have more to come. In addition to unlocking the power of digital content, HP's digital media platform is also about the secure enablement of content on the move. This content must be protected as it moves across the multiple networks that we all use today.
Did you know that HP powers almost 90% of the world's financial services transactions? We power the world's top stock exchanges and virtually all the ATM financial infrastructure in the world runs across HP technologies. So that means we know something about securing transactions and so does our partner, SAVVIS Communications, whose network operating system helped us securely manage and move over 65% of the financial transactions I just mentioned. So that's why we're pleased to announce today that HP and SAVVIS are teaming up to ensure the digital media platform will offer the protected management and distribution of digital content. For example, just this year, HP and SAVVIS powered the international Emmy's enabling the secure digital screenings for all the judges and the live distribution of the programming content over SAVVIS's global IP network to 16 different countries.
There's actually a digital revolution that's just beginning on the consumption side in the retail environments as well. You may have heard about an innovative partnership between HP and Starbucks. We just announced it last month. HP, as Starbucks' technology partner, has helped the company delivery innovative experiences to its customers through the T-Mobile Hot Spot WI-FI network that's now available in more than 2700 Starbucks stores across the country. That's a big footprint.
And just about four weeks ago, we took this partnership to the next level. HP working closely with Starbucks and its Hear Music brand introduced a revolutionary new retail concept that uses HP technology in its foundation. So what exactly did we do?
We brought together two things that most people can't live without - coffee and music. Starbucks' customers can now choose from thousands of songs across a number of music styles and then, they can easily burn their own high quality CDs, and I'm talking real CD quality - no compromises. This breakthrough in the consumer music industry creates a total new retail experience in which customers can choose their own personalized music.
In the end, what you're able to do is fully customize your individual music buying experience, so together with Starbucks, HP is in the process of virtualizing the entire Hear Music library, plus inventories from others. All in all, a wealth of great music made available.
And we're helping Starbucks and Hear Music to cost effectively scale this solution to Starbucks' locations nationwide and then we can take it international. Now, in the front of the store, consumers can use an HP tablet PC to listen to the music and to arrange their custom mixes and then they use HP's integrated burn and print technology to take these CDs away with them.
Behind the scenes, this inventory of music sits on HP storage servers and network technology and our digital media software platform, all of which is supported by HP Services.
So now, let's play a video that will give you a better feel for the experience that we're helping Starbucks to create.
[video presentation]
Shane: You can check this out at the Starbucks store in Santa Monica. This custom retail experience is something that only HP could help create by leveraging our full portfolio of products, technologies, and services.
Now, I want to switch gears again and step back a bit to what I was saying at the very beginning of this talk, that information technology is powering the digital revolution, but what about the small and medium businesses that make up the lion's share of this industry?
Our success within this industry really depends on a tight integration with the tools that power the artist at every level of production. One company in particular began the digital revolution on the creation side for this industry in 1989. This company, AVID Technology, was founded on the promise that a computer and innovative software in the hands of a gifted storyteller could revolutionize the making of film and videos.
Today, 90% of all prime time TV shows, 85% of feature films, and 80% of commercials are made using AVID products. At this year's Academy Awards, every film nominated in the Best Picture, Directing, Film Editing, Sound Editing, Sound Mixing, Visual Effects categories used at least one AVID solution.
For the past three years, our companies have worked together to develop the world's highest performing video editing systems. The result of this relationship is that HP has become AVID's preferred provider on the PC platform. In fact, the AVID DS Nitris system, the industry's most powerful high definition finishing solution, is available exclusively on an HP 8000 workstation. This HP workstation is the only qualified desktop PC system to use AVID's workhorse editing system, Media Composer Adrenaline.
Now, I'd like to talk about the democratization of this technology for the rest of the content creation community. The folks with the boutique post houses, the basement recording studios, the home-based digital effects shops and the bedroom DVD suites. For those artists, AVID has just announced the AVID Express Studio, the latest in a line of advanced solutions that use HP as their preferred platform. Basically, AVID took its industry leading video editing, audio production and 3-D animation solutions, added award-winning visual effects and DVD offering packages, and augmented them with professional video and audio hardware.
The result today is an integrated suite of products that offers new creative possibilities to a wide range of media professionals.
Now, as compelling as all this is, the most stunning aspect of all of this is its price. It starts at under $4,000, so with a standard configured HP 8000 workstation, you can get all this power for just under $10,000.
Five years ago, if you had tried to build a system with similar video, audio, 3-D effects and DVD offering capabilities, you would have had to spend well over $100,000 on individual solutions, and they wouldn't have had anywhere near the level of interoperability, the workflow innovations or the performance that AVID Express Studio and HP bring to the table.
So with this solution, you get a high tech, low cost, and absolute best total customer experience that only HP and AVID can provide. So together, HP and AVID are providing widespread access to technology that was once reserved for multi-million dollar production facilities, and this puts the industry's most advanced tools into the hands of a much larger community of artists and producers.
And by the way, AVID and SAVVIS are both involved in helping HP and Warner create the digital post production studio of the future, which is just another example of how these partnerships are all working together to create the digital media platform.
So today, I've talked about how HP is helping the entertainment industry unlock new value and new growth. This is an industry that collectively across 14 different business segments is a $1.1 trillion dollar industry. It's projected to grow to a $1.4 trillion industry over the next three years, and according to the experts, the biggest, most disruptive shift is the transition to an all digital platform.
HP is the only technology company that can do this across the entire industry. We're leveraging our full portfolio of products, technologies and services to help you all capitalize on the digital revolution, and as I mentioned, this digital media platform is being built out today based on our accumulated knowledge, experience, and intellectual property, and most importantly, our ongoing partnerships with companies like DreamWorks, Warner, Starbucks, AVID and SAVVIS.
HP is the only company that can create this platform across your business infrastructure from creation to distribution to consumption. We can help you save money, make money, and create new revenue streams and experiences that never existed before.
DreamWorks, Warner Brothers, and AVID are partnerships on the content creation side. Starbucks, Warner Brothers and SAVVIS are all partnerships having to do with the management and distribution of rich digital content, and, finally, Starbucks and HP digital entertainment systems are creating simple and rewarding experiences on the content consumption side, both in retail and in the home.
HP is focused on driving this today, not tomorrow. Now, you may notice that this talk was not a lot about hand waving and waxing poetic about the future of information technology.
Today, I've talked about real deals, real partnerships, and real value being created. I believe that information technology solutions and specifically the power of HP's portfolio can help free this industry up to help you create, manage, and distribute exciting entertainment experiences through as many different types of rich media as possible. The digital revolution is here today, and I believe that HP plus all of you, plus the right technologies, plus the right business models, plus the right stories, plus the right experiences, makes everything possible.
Thank you very much.
|
Printable version
