THE INSIDE STORIES

FEATURES

Waging war on wildlife crimes 3 A one-of-a-kind forensics lab uses HP analytical equipment to help fight the multibillion dollar international trade in endangered species.

NewWave Computing strategy makes a splash 8 Some three dozen influential industry consultants get the inside scoop.

HP helps key National's success 12 National Car Rental and HP team up with a smart idea for customers.

1992: countdown for a unified Europe 13 The European Community will comprise a vast market when the concept of 1992 becomes a reality, and HP is gearing up for new opportunities.

Secrets beneath the sea 21 Dave Packard's love ofMonterey Bay, California, led to the creation ofthe innovative Monterey BayAquarium Research Institute.

DEPARTMENTS

ExtraOrdinary People 24 page 21 Your Turn 27

Letterfrom John Young 29

ExtraMeasure 30

MEASURE Editor: Circulation: Graphic designer: Jay Coleman Karen St. Clair ThomasJ. Brown

Art Director: Associate editors: Contributors: Annette Yatovitz Betty Gerard Michael Krug DonnaJones Katie Nutter Mary Weed On the cover: Flags flying outside the headquarters Measure is published six times a year far employees and associates of Hewlett-Packard Company. Produced building of the European by Corporate Public Relations. Employee Communications Department Brad Whitworth. Manager. Address Parliament In Sfrasbourg, correspondence to Measure. Hewlett-Packard Company, 20BR, PO Box 10301. Palo Alto. Californio 94303-0890 France, symbolize the unity USA (415) 857-4144. Report changes of address to your local personnel department. "1992" means for Europe. Turn to page 13 to see what 1992 © Copyright1990 by Hewlett-Packard Company. meanstoHP. Material may be reprinted with permission. Member. International Association of Business Communicators.

Hewlett-Packard Company is an international manufacturer of measurement and compu1ation products and systems recognized for excellence in quality and support. The company"s products and services are used in industry. business. engineering. science, medicine and education in approximately100 countries. HP employs more than 94,000 people worldwide and had revenue of $11.9 billion in its 1989 fiscal year.

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www.HPARCHIVE.com Waging waron wildlife crimes ByJay Coleman

As director ot the U.S. Fish and Wildlife service's newanimal forensics lab, Ken Goddard keeps an eagle eye out for poachers involved In illegal products.

It's a grisly scene as Federal agents descend on anAnchorage, Alaska, cabin and find the results ofthe slaughter: hundreds ofpounds ofraw walrus ivory. The raid-one of 15 being conducted throughoutAlaska­ ends in the same grisly scene over and over as agents seize 10,000 pounds ofuncarved ivory. A 1972 law allows local Eskimos to hunt walrus for their subsistence and sell the carved ivory-tusk handicrafts they make from the 1,500-pound beasts. But this carnage is no shopping trip for native artisans. No, the scene has the stench ofthe multibillion dollar global

May-June 1990 3

www.HPARCHIVE.com Ken examines elephant and walrus tusks with Ed Espinoza, a forensic chemist who discovered secrets of animal Identification. market for illegal wildlife products. continue until the trial hinges on "There are thousands ofspecies of Investigators theorize that the wal­ the forensic scientist's testimony. He animals on Earth," Ken says, "and ruses may have been sunning them­ testifies that traces ofblood in the about350 forensics labs in the U.S. set selves on ice floes in the middle ofthe confiscated tusks clearly show that up to investigate crimes against one sea when they were attacked. Poach­ the tusks were taken after 1972. species ofanimal-Homo sapiens ers, lured by big money from ivory Thejury convicts 90 people. (man). We handle all ofthe other buyers, may have slaughtered the The importance ofthe verdict is sec­ species." walruses, cut offtheir heads, dumped ondary to the larger victory it leads to: The lab's primaryjob is to develop the bodies in the sea and sold the ivory the establishment ofthe National Fish identification techniques which will to nonEskimos, which is illegal. & Wildlife Forensics Laboratory in allow forensic specialists to testify in Proving justwhere the 10,000 Ashland, Oregon. It's the only facility court. The lab supports federal, state pounds ofivory came from is another ofits kind in the world-the first and international wildlife law-enforce­ matter. wildlife crime lab. ment efforts in the same way a police It takes a year ofold-fashioned The June 1989 dedication ofthe $4.5 crime lab does: match the suspect, undercover investigative work by a million lab marked the fulfillment ofa victim and crime scene together by U.S. Fish and Wildlife Service agent, 1O-year dream for lab director Ken examining physical evidence. and vital testimony by a forensic Goddard. Ken is a Renaissance man­ In the vast majority ofcases, all that expert to nail the criminals. a 12-year criminalist for the Hunting­ remains ofthe animal is a bit ofhair, The poachers claim the ivory was ton Beach, California, Police Depart­ fur, hide, blood, tissue, tusk, teeth, hunted before the 1972 law took effect. ment, one-time head ofthe Fish and claw, horn, feather or some item made The Fish and Wildlife agent counters Wildlife Service's forensic branch and their claim. Weeks oftestimony the author ofa best-selling crime novel (see story on page 7).

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www.HPARCHIVE.com from some combination ofthe above. "Parts and products," lab workers say casually. The identifications would be impos­ sible without a million dollars worth of equipment, including several Hewlett­ Packard analytical instruments. "When I designed the lab," Ken says, "I called crime labs across the country "Wildlife crime is an environmental issue and this is an Ienvironmentalstate." and asked their recommendations for instruments such as gas chromato­ graphs and mass spectrometers (GC/ MS). More than 80 percent ofthe peo­ ple I talked to said 'Buy HP equipment.' "I had used HP equipment a lot in Dr. Kent Oakes, chief criminalist at the wildlife forensics lab in Ashland, Oregon, uses a the past and have a lot offaith in it. battery of HP analytical equipmenf to help the cause of protecting endangered species. It's extremely reliable. That's critical because our testimony has to have the vice had confiscated: elephant-leg ash paving and utility-line costs. highest credibility when we walk into trays; foot-long frog skins which had "Crime labs usually are in the middle a courtroom." been stretched into purses; aphrodisi­ ofurban areas," Ken says, "but wildlife Joe Weitzel, analytical sales rep acs made from ground tiger teeth. crime is an environmental issue and from HP's Baltimore, Maryland, sales Ken and Joe met several times dur­ this is an environmental state." office, remembers the day in 1987 ing the next few months to determine Prosecuting the perpetrators of when he met Ken in Ken's nondescript which products the new lab needed wildlife crimes in the past meant Washington, D.C., office. before deciding on two HP 5890B gas catching them killing an animal, or Ken showedJoe a bizarre collection chromatographs and an HP gas chro­ recovering a large enough part ofthe ofobjects the Fish and Wildlife Ser- matograph/liquid chromatography/ carcass to prove the animal's species. mass spectrometer (GCILCIMS) Today's analytical instruments can do system. itwith a speck ofevidence. "It was an interesting sale," Joe HP's GCIMS system is so sophis­ explains, "because the new lab wasn't ticated that it can detect a chemical built yet and Ken didn't have a staff." concentration as low as one partper How the lab ended up in Ashland is billion-about the same as detecting a story in itself. The U.S. Fish and Wild­ a granule ofsugar in a bucket ofsand. life Service was about to award the Using the system-made famous facility to another site when Southern for Olympic drug testing-researchers Oregon State College offered to lease can compare more than 110,000 com­ a four-acre parcel ofland on campus pounds in less than a minute. for $1 a year for 50 years. State lottery funds paid for the $79,000 in road-

A lab scientist Inspects a hairywoodpecker to determine the cause of Its death.

May-June 1990 5

www.HPARCHIVE.com Wildlife

Dr. Ed Espinoza, a Ph.D. forensic Ed noticed subtle differences in the chemist, left teachingjobs at the Uni­ 1O,000-times magnified ivory tusks: versity ofCalifornia at Berkeley and The abundance ofmicrostructures Sacramento State University to join called dentinal tubules is greater in the U.S. Fish and Wildlife Service lab. mammoth ivory than in modern ele­ Some ofthe 50-plus investigations the phant ivory. This causes the visible forensics team has conducted in the cross-hatching called "Schreger lines" lab's first nine months involved: to form angles ofless than 90 degrees in ancient ivory and greater than 110 • Examining deer wounds to see if degrees in modern ivory. the animals were killed illegally. For the first time, scientists could "The hunting season for bow-and­ objectively determine whether carved arrow hunters opens a month early items were made from "legal" ivory. and continues a month later than the "It was an amazing finding made rifle season," Ed explains. "Some hunt­ possible by a $250,000 scanning elec­ ers carry a .22 caliber pistol in their tron microscope and a 25-cent protrac­ pocket, shoot the deer, then drive an tor," Ken says. arrow through the wound to mask the The lab's chiefcriminalist Dr. Kent cause ofthe wound. But our equip­ Oakes, who has a Ph.D. in physical ment can prove ifthere was a bullet chemistry (molecular spectroscopy) wound first." Beth Ann Gilroy, forensics lab specialisf, and is an I8-year veteran ofpolice compares feathers from Northwesf birds. crime-lab work, says the chance to be • Analyzing suntan lotion to see ifit a part ofthe lab's pioneering work in contains sea-turtle oil. wildlife forensics drew him to thejob. Parts and prodUCts "It was exciting to see all ofthe "Six ofthe seven species ofsea tur­ Here are some ofthe "parts and sophisticated instruments I ever tles alive today are on the endangered products" the U.S. Fish and Wildlife dreamed ofhaving all at one time," list," Ed says. "The GCIMS can tell us Forensics Lab has investigated: Kent says. "But if we're really serious if the lotions were made with illegally • Sealskin coats obtained turtle oils. The GCIMS equip­ • Reptile leather products ''We get about300 to ment already has been essential to • Eagle feathers 500 eagles a yearand many ofour cases." • Walrus earrings about1,000 requests • Rhino-horn knife handles forfeathers." • Studying hundreds ofsamples of • Tablets made from powdered I ivory to determine ifvarious products rhino horn (believed to be an about protecting endangered species were made from prehistoric mammoths aphrodisiac) and prosecuting big-money cases, we (which is legal) or from modern Asian • Crocodile-skin shoes and purses need the bestscientific equipment and African elephants (which is illegal). • Giraffe-hair bracelet available." • Elephant-skin briefcase The wildlife forensics lab also After analyzing ivory samples • Thrtle-oil suntan lotion serves as the National Eagle Reposi­ for countless hours with a scanning • Smoked whale meat tory. Wildlife enforcement agents send electron microscope, Mary-Jacque • Tiger-bone tincture (supposedly Mann, a lab forensics specialist, and has medicinal power) • Elephant-foot ice bucket • Whale-blubber chewing gum

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======:======-_www::.::..HPARCHIVE.com bald- and golden-eagle carcasses to the lab, which makes parts offeathers available to American Indians for use in religious ceremonies. "We get about 300 to 500 eagles a year and we have about 1,000 requests for feathers," Kent says. "The scarefactorwill be worth1,000 ojficers Ibefore we're done." While lab scientists already have Peter Dratch, senior forensic specialist at the wildlife "crime" lab, takes muscle fissue to study shown the value ofthe lab during testi­ biochemical differences between a walrus, cougar, bobcat and bear. mony involving wildlife crimes, the lab's success won't be measured by the number ofconvictions, says director Ken Goddard. The write stuff "We can only provide the scientific Cop. Scientist. Best-selling novelist. ofwhat the victim felt. It's the same facts we obtain based on the evidence Director ofa one-of-a- kind lab to with writing. Writing isn't success­ we get," he says. "But if ourvery pres­ investigate crimes against animals. ful unless you're capable ofstep­ ence creates a paranoia among the Ken Goddard's life has had as many ping into the character's skin and violators, well, that's great, too." twists to it as his spine-tingling being that person." Adds Terry Grosz, assistant regional books. Ken began writing as a psycho­ director for the Fish and Wildlife's Balefire, Ken's first novel, spent logical safetyvalve to hisjob of division oflaw enforcement, "The three weeks on The New York investigating one lurid crime scene scare factor the lab creates among Times best-seller list. In the book, after another. violators will be worth 1,000 officers terrorists take over the Olympic ''After viewing hundreds ofmur­ before we're done. We now can say to Games. The Alchemist is a thriller der victims you numb yourselfto those people, 'We have the methods about a college professor who sells the fact that each bloody carcass and the means to convict you-and drug formulas to organized crime. was a living, breathing person a few wewill.'" - Ken's third novel, Digger, is due out hours earlier," he explains. in the fall. What happens when the victims In all three, he weaves his back­ are animals rather than human ground in science and police work beings? to create eerily real scenes. "People react differently when "There are a lot ofdepressing the crimes are against animals," Ken aspects ofpolice work that I don't says. "For some reason, homicides miss," Ken says. "At the crime scene, justbecome statistics, but there you putyourselfin the victim's skin is a true outrage when itinvolves mentally and walk through the defenseless animals." motions you believe he or she made. It's a weird sensation to get a sense

May-June 1990 7

www.HPARCHIVE.com HP's Steve Baker guides industry consultants through the manufacturing segment of the NewWave Computing demonstration.

On an islandjust offthe coast ofFlor­ is a network ofspecialized and gen­ ida, some three dozen consultants or eral-purpose computers and peripher­ NewWave "industry watchers"joined HP execu­ als that are all accessible to people tives in March for a briefing on HP's through their personal workstations, NewWave Computing strategy. and which all cooperate together as Computing The event gave HP executives a a single, integrated whole (see the chance to describe the company's November-December 1989 Measure). framework for computing and to Cooperative computing may be an strategy showcase solutions and technologies industry trend, Networked Systems that HP can deliver today. Sector Executive Vice President Doug NewWave Computing is HP's imple­ Chance told consultants. But HP's makes mentation ofwhat the industry most approach is different from others often calls "cooperative" computing, because it is open-that is, the inter­ which is the form computing will take faces are published-and based on a splash in the decade ofthe 1990s. industry standards. ByKatie Nutter The decade ofthe 1960s was the era In contrast, many ofHP's competi­ ofthe mainframe. In the 1970s, distrib­ tors build their solutions around their uted data processing was born, and the own proprietary architectures. ''A HP minicomputer played a key role in cooperative-computing strategy must making it happen. The decade ofthe be based on open systems," Doug said. 1980s was the age ofthe personal com­ "Proprietary models won't integrate puter. In the 1990s, cooperative com­ diverse computing environments, and puting will build on and incorporate that's what customers want to do. They these previous technology trends. want the flexibility and choice that This decade's version ofcomputing open systems and standards create."

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www.HPARCHIVE.com NewWave Office ~ ~ ~ Q m File Printer Waste Mail Pdxn 1-2-3 Drawer Basket Summary Joel Birnbaum, vice president and general manager ofHP's Information To: SUpervisors Date: 8/25/89- Architecture Group, was quick to point From: Secretary MASTER SCHEDULE John Clever has accepted the position out that standards don't mean stand­ of manufacturing manager effective ardization or sameness. In fact, he Small 2,000 Immediately. Medium 24,000 • ...... • • noted, standards will make possible a - Large 15,000 greatervariety ofcomputer systems components and software. Joel com­ pared an open system with another O=OJ ~Y ~Y PRODUCT INVENTORY - - - pervasive technology-electricity. "The electrical plug is a standard inter­ face. Yet we've seen tremendous iii ~ iii change on each side ofthatstandard n... ~Rol.ptr ~Rtl.P'" §] RIl. PII' interface ... in sources ofelectrical hour hour hour power and in the appliances that use it. Ifthe interface weren't standardized­ if people had to re-engineer the entire connection for each new technology­ then improvements on either side of his is an example ofwhat a application, running on an HP 9000 that interface would have been much manufacturing supervisor's in the warehouse, is expressed in slower." Tcomputer screen might look easily-understood graphical form. "Standards aren'tjustgood for cus­ like with NewWave Computing. In the bottom right, the supervi­ tomers," noted Dean Morton, HP's The icons on the top row rep­ sor gets to view what's happening chiefoperating officer and head ofthe resent some ofthe services the on the manufacturing floor in "real Computer Business Organization. manager would want to use. The time"-as it's actually occurring. "Standards also provide additional windows are views into different (This capability requires HP parts ofthe organization, represent­ NewWave support for X-Windows A cooperative­ ing information that formerly was terminals, which will be available computing strategy available only in stacks ofcomputer in 1991.) must be basedon open printouts orby "sneaker-net"­ Finally, in the top right window, systems. walking over to another part ofthe there's HP's OpenMail, HP's new I organization to catch a glimpse. electronic mail productbased on market access for HP by opening up On the top left, the supervisor the X.400 industry standard that accounts from which we were previ­ gets to view what's happening in a can communicate across MPE and ously excluded because ofproprietary materials-management application UNIX* operating systems. architectures." running on an HP 3000 computer. Besides being based on open In the bottom left window, the •UNIX is a registered trademark ofAT&T in the USA and other countries. systems and industry standards, data from a production-scheduling HP's architectural framework has two other important characteristics. First, HP's approach has the goal of happen, HP will build on some ofthe achieve this goal, SAA dictates a new providing both application portability technology in the Networked Comput­ and proprietary applications program­ (the ability to move software applica­ ing System (NCS) pioneered by the ming interface that forces customers tions between different computers) Apollo Systems Division. and software vendors to rewrite most and interoperability-the ability of Othervendors' architectures­ oftheir applications. different software and computers with most notably, IBM's Systems Applica­ In contrast, HP's NewWave Comput­ different operating systems to work tion Architecture (SAA)-emphasize ing framework assumes that existing together cooperatively. To make this application portability. In seeking to applications will work directly with

May-June 1990 9

www.HPARCHIVE.com NewWave

the operating systems for which they were designed. The plan is to add NewWave Computing extensions that allow those applications to run in a client-server environment, in which some computers-the clients-ask for a service and others-the servers -provide it. In addition, HP's evolutionary approach provides tools that allow the old applications to use modern user interfaces. While existing applications are gracefully integrated, new applications that take full advantage ofthe technol­ ogies in NewWave Computing will go much further in terms ofbeing able to cooperate by sharing data and resources. In that scenario, for exam­ ple, the output ofone software appli­ cation would automatically affect the workings ofanother; the two (or more) applications could cooperate on a mutual task. Besides the focus on interopera­ Joel Birnbaum (left), V.P. and G.M. of HP's Informaflon Archlfecture Group, and bility, HP's architecture is based on Apollo Computer co-founder Paul Leach falk over bits and bytes. software objects. HP's implementation ofsoftware objects represents perhaps the most establishment. A software object has power ofinformation." significant technical contribution of only to "knock on the door" ofanother In keeping with its emphasis on HP's NewWave user environment and object, which then explains its own open systems and standards, HP is organization and rules. licensing the NewWave user-environ­ Standards don't mean Objects benefit the software ment technology to othervendors standardization or industry and end-users. They make it (most recently to NCR and AT&T) and sameness. possible to reuse software modules; helped found the Object Management I software developers canjust "plug in" Group to help forge an industry stan­ software objects into their applica­ dard based on HP's approach. In addi- is the primary reason this software has tions. Software objects can cooperate won so many awards. Simply defined, with each other, even though they objects are self-contained pieces might not have been designed to do so. The powerofobjects ofinformation and the procedures Objects also make it possible to will unlock thepower for operating on them. Think ofan encapsulate existing applications as Iofinformation. object as a completely enclosed and objects-in other words, to provide unknown house at which you're them with the same interfaces that are tion, the NCS technology described knocking on the door. All you have to specified in the object-management above has been licensed to more than know how to do is to knock, and some­ facility-and integrate them with new 200 other companies and is part ofa one will answer and tell you how the technologies. As HP President and jointsubmission to the Open Software house is organized and the rules ofthe CEO John Young told the consultants, "The power ofobjects will unlock the

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www.HPARCHIVE.com Foundation from HP, IBM, DEC, 'fransarc and Locus Computing. As John Young, Dean Morton and Doug Chance all told the consul­ tants-and the media in two later press briefings-standards and open systems have changed forever the rule ofcompetition in the com­ puter business. They added that stan­ dards make it possible for vendors to develop many new and exciting single or "point" products that can plug in Consunants (from leff) Tom Willmott, Tony Friscia and Bruce Richardson take part in an interactive team-computing demonstration during the March briefing in Florida. and work with the overall network. Because standards define the inter­ face, they create opportunities for new What the consultants say about companies to challenge established NewWave Computing leaders who are wed to proprietary architectures and the status quo. "NewWave Computing represents participation in the event; it showed Many ofthose challengers are grow­ the most logical and coherent real commitment to the program." ing much more rapidly than "the estab­ framework for an overall informa­ MICHAEL MILLIKIN lishment." And HP-which has a much tion architecture. This is the first Vice President-Technology broader offering than any ofthem and time we've seen a vision that is Seybold Office Computing Group which achieved a 25-percent growth being delivered, notjusttalked rate in computer-business revenues about. "HP's NewWave Computing in FY '89-mustbe considered as the "Your level ofcontent was per­ direction will extend the company's leader ofthe challengers. fect. The feedback session was one position in the industry. Its reputa­ Everyone agreed that the consul­ ofthe most intriguing parts ofthe tion as a quality company will be tants' briefing-ateam effort orga­ whole event. I don't think your com­ augmented through truly inno­ nized by Randy Whiting, manager of petition would have dared do it. It vative technology, design and sup­ HP's industry consultant relations pro­ reinforces HP's overall approach to port ofopen environments, and gram-was a success. The message to openness." a real understanding ofuser industry watchers was upbeat. So was BRUCE RICHARDSON requirements. the mood. The reviews are still coming Vice President "The company's persistence in in (see quotes on this page), but the Advanced Manufacturing Research 'doing right' for the customer will preliminary conclusion appears assure HP's role as a leader in the obvious: HP has a plan to win in the "With NewWave Computing, HP '90s." 1990s-and a very good chance of is in a position to take a leadership CHRISTINE HUGHES doing just that. - role in the cooperative-computing President market. HP has the right size, prod­ Myriad Research Katie Nutter is managerofexecutive ucts, stability and vision. They accu­ communications in HP's Corporate rately predicted the direction ofthe "NewWave Computing represents Public Relations department. Her last industry and made the right invest­ an excellent base oftechnology that Measure story, "Rows and columns ments and changes to be ready. will allow HP to provide innovative defined, "appeared in January­ "HP's commitmentto provide products and services in the '90s." February 1987. unrestricted access to executives TOM WILLMOTT clearly differentiated you from the Vice President competition. I was very impressed Aberdeen Group with the level ofyour executives'

May-June 1990 11

www.HPARCHIVE.com HPhelps key National's success

It's 11 p.m. and you've justflown from New York City to San Francisco. You're tired and hungry. The lastthing you want to do is stand at the counter and wait for your rental car. Ifyou're a National Car Rental pre­ ferred traveler you'll drive out ofthe airport lot in a matter ofa few minutes, thanks to an automated rental system designed by National and HP. The Smart Key system works like a With help from HP, National Car Rental customers can receive a rental agreement and a set bank automated-transaction machine. of car keys In about 30 seconds using National's Smart Key automated-transaction machine. Renters insert their approved mag­ netic-striped credit cards into a slot Sanford, program manager at HP's erences, optional coverages and and answerfive questions on an inter­ Advanced Manufacturing Systems frequent-flyer numbers. active HP Vectra personal computer Operation in Sunnyvale, California. "Customers expect and deserve the with a video-graphics-adapter color "It was a challenging project fastest and easiestservice possible," touchscreen monitor. because ofthe tight schedules and says VincentA. Wasik, National's presi­ Approximately 30 seconds later, the the need to integrate our hardware dent and CEO. "At National, our goal is computer processes the rental infor­ with printers, card readers and other to develop and use technology to make mation, releases a set ofcar keys and non-HP equipment into a new cus- that expectation reality whether the presents the renter with a short, tom enclosure. It took a team effort customer rents with us once a year or simplified rental agreement. between National and HP to develop a once a week" When they reach their destination, high-level language to interface Smart Based in Minneapolis, Minnesota, National renters can drop offthe car, Key to National's mainframe computer National is the world's largest car­ catch their flight, then complete the network" rental network With its partners car-rental transaction and receive a National introduced its Smart Key Europcar, Nippon and Tilden, it serves receipt from any Smart Key Machine Machines in March 1989 at the Los 129 countries and territories with in the system. Angeles, San Francisco and San Jose, more than 4,500 locations. "National came to us in August 1988 California, international airports. "Nobody offers the level ofservice and we had a demonstration system Today, about30 machines are installed Smart Key provides," says HP's Larry ready two months later," says Larry at major U.S. airports. Sanford, "and we're proud to help Key executives and frequent cor­ make it a reality." _ porate travelers canjoin National's Emerald Club or Privileged Preferred Program and receive a Smart Key card by completing a personal profile. This includes company data, billing pref-

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www.HPARCHIVE.com 1992: countdown fora unified Europe ByMary Weed The European Community will comprise a vast market when the concept of 1992 becomes a realit'{, and HP is gearing up for new business opportunities there. ~ Do / 9, ~ Ultimately, the 12 countries that make up the European Community will be united with a common currency and passport. The blue and gold flag in the foreground symbolizes 1992.

All ofa sudden, with the fall ofthe • Morejobs. Iron Curtain that used to split Europe in two, East Central Europe has been Those are among the benefits which stealing much ofthe show. It has shad­ European Community studies predict owed some ofthe real progress in the will flow from the completion ofa true unification ofWestern Europe. common market-an idea whose time Today, we're seeing a greater chance seems at last to have come. for a United Europe that includes the For Cesare Barbieri, head ofthe • 12 European Community (EC) members Astronomical Observatory ofPadova, and more. What do all these changes Italy, "HP offers the technology we mean for HP business in Europe? need in astronomical research in the 1990s. It can equip us for the Galileo • Lower consumer prices throughout Project (a sophisticated telescopic Europe. research project) in ways no other company can." • Cheaper transportation. A unified European market in 1992

May-June 1990 13

www.HPARCHIVE.com 1992

could mean better service and greater interest in hidden markets, such as European research laboratories and universities where HP is very active. For Carrefour, an HP customer and one ofFrance's biggest shopping store chains, 1992 means new opportunities to diversify and expand in EC coun­ tries. "This is already having a strong impact on our business," says Bertrand de Menthiere, HP sales representative for the French group. Inside HP, the enthusiasm for 1992 is rising. According to Steve Cutting, Unilever worldwide account manager at HP in the United Kingdom, "HP customers such as Unilever use our systems extensively within the con­ sumer-packaged goods industry. "Unilever plans to restructure its manufacturing and distribution

How did "Europes­ HP's advanced technology was the deciding factor when the Astronomical Observatory ot simism"become Padova, Italy, chose HP to assist in its sophisticated telescopic research project. "Euro-optimism?" I ades. The successive oil crises of 1973 European business leaders find operations to take advantage ofthe and 1979 drove most countries back feasible? integrated marketplace that will behind their traditional frontiers to The one word answer is pragma­ exist in Western Europe in 1992." battle domestic unemployment and tism. The term"1992" sums it up nicely. What a change! Just a few years ago, rising inflation. Ifthe word used was a concept-inter­ Europe was slow, old and suffering Building a common Europe seemed nal market or European unity-few from industrial amnesia. How did a luxury for more prosperous times. crowds might rally under its banner. "Europessirnism" become "Euro­ Even so, Hewlett-Packard was one of To ensure Europe's popularity, the optimism"? several companies which launched a commission chose a date that needs In 1985, when the European Com­ number ofcross-border cooperative no translation-New Year's Eve- mission's president, Jacques Delors, research programs. 31 December 1992. launched the idea ofcompleting the Meanwhile, the community grew. This shifted the debate from "if" to Community's "internal market" by Spain and Portugaljoined in January "when" and gave more than 325 million 1992, his project was treated with 1986 to make the group 12-strong. Europeans a common pragmatic goal. skepticism. "Europessimism" and Each country brought a new set of The modus operandi ofthe community "Eurosclerosis" were symptomatic of internal dynamics to be accommo­ had to change for things to work. what ailed the European Community dated in the quest for unity. But the The first move was to redefine con­ in the 1980s. goal ofa true common market still sensus. Until 1987, this meant unanim­ Europe was economically and politi­ seemed far away. ity, which in turn meant the power of cally stalled for years, despite the com­ veto. Any country could block any munity's very real achievements­ Enter 1992 measure, regardless ofthe agreement with a twentyfold growth in intracom­ Just what has changed the old hope among the other states. The Single munity trade during the last two dec- into a concrete program which most European Act, the first and only

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www.HPARCHIVE.com amendment to the community's found­ ing charter in 1957, changed that to qualified majority rule. The second move was harmonizing standards-redefining what is accept­ able Europewide in product terms. Indeed, for 1992 to succeed, com­ mon industry standards will be as important - ifnot more important­ than setting other common European union positions. An HP team in B6blin­ gen, West Germany, is working on that. HP's technical-regulations office in Europe has been successful in getting approval within the EC for about 300 data-communication licenses, 150 safety products and 400 electro­ magnetic-compatibility systems and The dozen European Community countries (including Ireland, Scotland and Great Britain, products. which comprise the United Kingdom) span a tremendous economic market. In May 1989, HP opened an office in Grenoble, France-the European Localization Coordination Center­ which is responsible for linking HP Europe's divisions and country prod­ Ahead of his time uct organizations. These units, in turn, For co-founder Bill Hewlett, the The EC heads ofgovernment are in charge ofmaking all the neces­ reality ofEurope 1992 promises to in 1985 committed themselves sary translations and product changes fulfill a prediction he made in 1957. to completing the single market by needed for non-English speaking That was the year the 'freaty of 31 December 1992-adeadline users. Rome was signed, establishing the thatis now in sight. objective ofa common market In Bill's view, the formalization of Countdown for takeoff through the European Community the single market will crown the Where does European business stand (EC). Bill, then executive vice presi­ remarkable advances Europe has as 1992 approaches? Of the 300 or so dent, traveled to Europe to study already made. proposals which went forward after the treaty's implications for HP. "It was easy to see that ifthe initial consultation, more than 60 per­ He returned to the U.S. convinced European nations could set aside cent already have been adopted. that itwas essential for HP to par­ their partisan views, Europe could For instance, a single wavelength ticipate directly in the economic life become one ofthe major trading for mobile communications (car tele­ ofthe EC. He made a persuasive blocs in the world," Bill says. phones) replaces the previous five. case to HP's other top managers "It's taken 35 years for this to One short communitywide customs about the opportunities this new come to pass. There are still many • document takes over where more than framework could provide for sci­ residual problems, butwithout 30 forms were needed before. New ence and technology-and the question Europe is a region that will directives are being setto harmonize potential for HP. In 1959 HP estab­ achieve most ofits potential before products communitywide in the areas lished its first manufacturing and the end ofthe century." ofmachine tools, pharmaceuticals and sales facilities in Europe. air transport. Member states have agreed to allow the free movement ofcapital across

May-June 1990 15

www.HPARCHIVE.com 1992

Gearing for growth ByMichaelKrug

A single European market-the realization of 1992-will mean sub­ stantial opportunities for HP. How­ ever, all companies in Europe are working hard to increase their presence and productivity in antic­ ipation of 1992, warns Eberhard Knoblauch, managing director of Eberhard Knoblauch (right), who heads a 1992 European task force on manufacturing, the German Region. discusses surface-mount technology with Reiner Heinz. "Competition is likely to become tougher in the electronics industry, as well as for our customers," Eber­ "Clearly, we already have a wide d'Abeau, France; the HP LaserJet hard says. "As more companies range ofmanufacturing responsibil­ distribution center in Amsterdam; merge and increase in size to ity, butit needs to increase as we and a manufacturing and logistics increase their effectiveness, cus­ move toward 1992," Eberhard says. center under construction in tomers will become even more In addition to market potential, Boblingen, West Germany, which demanding. expanding European manufactur­ should be complete in 1992. "To meet this challenge, HP must ing is important for other reasons, "HP's principles for selecting continue to increase our productiv­ Eberhard says. HP can better react products and sites for new manu­ ity and to demand the highest qual­ to new European standards and facturing facilities are the same that ity in our products, services and have less difficulty with pricing have driven the company to grow delivery. Manufacturing will playa because fluctuations ofthe dollar and succeed in the European mar­ key role by reducing time-to-market versus local European currencies ket during the last decades," Eber­ for new products." will have less impact on HP. hard says. "We want to be present HP's significant stake in Euro­ "With the breakdown offrontiers with manufacturing and R&D in pean manufacturing includes: and customs barriers, traffic and HP's largest European markets and logistics already are less compli­ countries, and we want to avoid _ PCs, networking and medical cated," Eberhard says. "Customs duplication ofmanufacturing products in France; handling also will become easier. In responsibility for product lines in a single market we will be able to Europe. _ Computer peripherals and instru­ serve customers directly without "Looking beyond HP, other com­ ments for microwave and telecom­ regard to the country. panies will expand their European munications testing in the U.K.; "HP continues to link manufac­ manufacturing capacities as well. turing and distribution to take With manufacturing being the larg­ - The HP 3000 and HP 9000 com­ advantage ofthis opportunity. As est customerpotential for HP, we puter systems, various test-and­ product delivery time turns into a should look forward to substantial measurement products and sys­ differentiator among competitors, growth opportunities in Europe tems, and analytical and medical synchronized manufacturing and during the next several years." _ equipment in West Germany; distribution becomes vital." Facilities designed to serve this (This is thejirst Measure article by - And in Spain, HP's newest Euro­ purpose include the PC and soft­ Michael Krug, public relations man­ pean factory, graphic plotters. ware distribution center at Isle agerforHP inEurope. -Editor)

16 MEASURE

www.HPARCHIVE.com their borders, to deregulate progres­ sively the air and trucking industries, and to let insurers sell in any member country from a single office anywhere in the community. European education is changing as well with greater EC-wide recognition ofdiplomas and professional qualifi­ cations. In short, 1992 has gathered momentum. But no one in the EC claims that it's easy coasting. Europe remains very much a patch­ work. A snapshot ofthe community would most likely reveal strong sup­ port in France, active campaigning in Since itwas established in 1984, HP Labs in Bristol, England, has made substantial R&D contributions. including the world's first secure mobile x.400 electronic mail system. the Benelux countries (Belgium, Neth­ erlands, Luxembourg), prudent opti­ mism in Ireland and Denmark, great in an environment where goods, ser­ who stand to gain the most are small­ vices, people and capital move freely and medium-sized firms in the service Europe remains very among the member states. sector. They will face a growing inter­ I much a patchwork. All ofthis will shift investment pat­ national competition as the practice terns, marketing methods, ownership becomes more widespread. expectations in Spain, some concerns and industrial structure. As a result, in Italy and West Germany, and deep most businesses will experience • Services: Institutions such as reservations in Britain. healthy growth and livelier compe­ banks, insurance companies and The European Community system tition, while some-such as food securities houses increasingly will still has some serious bottlenecks. processing, pharmaceuticals, or be geared toward Europewide opera­ Different currency for each ofthe 12 transportation-may shrink as tions. Opportunities are vast, but the countries is a major obstacle. People national distinctions disappear. pace ofchange may be slower than in are also asking ifGreece, Spain, Portu­ How will specific technology-based other sectors. gal and the U.K. stay outside the Euro­ industries be affected? pean monetary system, is there any 1992 and electronics realistic hope ofa single monetary unit • Public sector: Opening procure­ For the information-technology in the future? ment to cross-border bidding is impor­ industry, 1992 should drive compa­ Oversimplification and overopti­ tant ifonly because ofthe volume of nies closer to universal connectivity. mism, then, are not on the agenda. But business involved. Europe's public Already companies are forming the fact remains that the community sector is said to account for a full 20 stronger systems ties with their already has covered, in three short percent ofcommunity gross national customers, agents and suppliers. years, a vast amount ofground-con­ product, with infrastructure busi­ And as firms expand internation­ founding the skeptics and surprising nesses alone (water, energy, trans­ ally-whether by internal growth, perhaps even the most ardent initial portation, public construction and acquisitions or alliances-there will supporters of 1992. telecommunications) representing be a much enhanced role for cross­ Few, ifany, sectors ofthe European less than 10 percent. border data networks which handle economy will be unchanged by 1992. Open procurement is expected, first everything from computer-integrated­ Companies will be able to operate on ofall, to benefit the public authority manufacturing data to electronic a truly European scale and to form itself, through lower prices. But those point-of-sale payments. cross-border mergers. They will work These developments substantially

May-June 1990 17

www.HPARCHIVE.com 1992

As border restrictions ease as a result of 1992, HP's mobile disaster recovery truck will provide faster customer response throughout Europe. increase the need for electronic data At this rate, Europe is on its way to nomic integration, whether you're in interchange (EDI) and various com­ becoming the most competitive indus­ my kind ofbusiness or in chemicals, munications technologies. There is a trial-technology market in the world. clothes or cosmetics. Information premium on connecting different ven­ And HP is ready to seize these technology is increasingly at the base dors' equipment. opportunities. ofEuropean services and industries." _ The EC itselfwill be using ED! to Gerry Ford, London-based venture collect trade statistics. The marketfor capitalist (and former HP employee) electronic mail is expected to grow says, "There's no avoiding the competi­ (Mary Weed is executive and internal tenfold by 1992 to more than $2 billion. tive consequences ofEuropean eco- communications managerforHP in Europe. She last wroteforMeasure about Shirley Temple Black in the March-April 1990 issue. Josette Under investigation Boulmierofthe HPpublic relations Key HP executives in Europe are investigating these major 1992 issues department inEurope also contrib­ which affect HP: uted to this story.-Editor) R&D in Europe Channels and partners Manufacturing Terms and conditions Local procurement Industry shifts Local content Distribution Competition Taxes and investments Alliances Communication Standards Human resources Public procurement Environment International accounts

18 MEASURE

www.HPARCHIVE.com Eyes focus thing, which diluted the productivity ofscientific resources. "Europe won't suddenly be homog­ on Europe enized-but it will move in the direc­ ByBetty Gerard tion ofreducing nationalistic buying and national protection ofindustries. Logistics and government altairs are among Ourjob is to take advantage ofoppor­ HP departments keeping an eye on 1992. While HP's European management has tunities for scale economies that arise the natural lead in tracking the many due to more transparent borders and separate directives that are part of Dick says. less nationalistic markets." Europe 1992 and in crafting the appro­ 'fraditionally, there has always been As a "Made in Europe" label priate response for each, there are a built-in conflict between the desire in becomes a reality, it is likely that the many other HP eyes trained on this Europe for more manufacturing and local European manufacturing content emerging mega-market. R&D (to improve HP's industrial posi­ ofproducts will be gauged by the place At a distance, understanding what's tion and market access) and the focus where the last, most significant manu­ happening is complicated by the fact facturing step occurs. "We'll have to that implementing the new European "We know 85percentof have our products well positioned," Community (EC) rules will be spread says Jim Burns, Peripherals Group over a long time (and has already what to expect, but it's manufacturing manager who has taken begun in some cases), and other a big15percent that a lead on manufacturing strategic countries may welljoin the dozen is still uncertain." issues. I HP is already well ahead in estab­ now in the EC. HP's Executive Committee, which ofthe groups on current profitabil­ lishing research and development in makes the final call on investments ity-ayardstick for measuring Europe as part ofcontributing to local related to Europe 1992, relies on two management performance. economy. HP Labs (HPL) opened a sources for information: European Four years ago, under a "global­ research center in Bristol, England, in senior management-which under- presence" policy, the Executive Com­ 1984, and directorJohn Taylor hasjust mittee accepted responsibility for assumed broader authority for HP directing a group or division at times Labs in Europe. HPL established a "We're notapproaching to establish an operation outside the science center at the University 1992 as an event butas U.S. that might be contrary to its bot­ ofPisain Italy in 1989. All the HP Iaprocess." tom line. For example, a group might divisions in Europe conduct R&D. regard a country as having too small a Simplifying the movement ofgoods stands the mentality, interests and market for its particular products to into, across and out ofEurope is an direction ofthe EC-and HP group merit a plant. But from an overall com­ organizations which will set up and pany perspective, an investment would The blending of operate new entities. bejustified. 12 countries into one "We're not approaching 1992 as an Bill Johnston, Corporate director of event but as a process," says Executive international planning and develop­ heavyweightmarket Vice President Dick Alberding, who is ment, is the keeper ofthat policy. The clearly willhave an impressed by the amount oftime that blending of 12 countries into one heavy­ impact... HP's heavily scheduled European weight market clearly will have an executives have carved out for added impact on the number ofsuch future obvious area for potential savings. task-force duties. decisions for expansion in Europe. Corporate Logistics is looking It's not an assignment that comes to "One ofEurope's self-criticisms has forward to a single customs entity a neat end, either. "We know 85 per­ been the inefficiency ofa nationalistic in Europe, which would significantly cent ofwhat to expect, but it's a big focus ofindustry," Bill says. "A lot of reduce the number ofports ofentry 15 percent that is still uncertain," people have been doing the same now being used by the various coun-

May-June 1990 19

www.HPARCHIVE.com 1992

tries. To get ready for 1992, Europe's outside Europe that in addition to new Customs Council has already started product hardware standards, the EC to issue common classifications for may soon adopt ISO 9000-which is products across countries. emerging as a standard quality sys­ Similarly, the physical distribution tems audit. Now optional, it sets stiff ofproducts within Europe will need to requirements for permitting a com­ be rethought as it becomes easier to pany to self-certify products instead ship between countries without paper­ ofusing an external agency and would work barriers. Chuck Man, Corporate impactHP. transportation manager, expects com­ From Corporate Materials, divisions petition among carriers in Europe to However, chances are that Europe are hearing, "Ifyou're going to make follow the pattern in the U.S. after will have a common currency long products in Europe, buy parts there." truck deregulation, where service lev­ before the countries give up their indi­ While the EC rules aren't yetfirm, in els improved while costs went down vidual taxing privileges. And the tax some cases European content of50 after a shakeout and restructuring in burden remains a prime consideration percent and above could be required. the industry. in deciding where HP will grow. HP already has International Procure­ 'freasurer George Newman is keep­ Other Corporate departments, such ment Offices (IPOs) in the U.K., Ger­ ing an eye on the merging ofEuropean as GovernmentAffairs, help shape the many and France to identify suppliers U.S. response to proposed EC moves for divisions outside Europe. Ifa prod­ Fortunately, HP with broad implications. A proposed uct is to be transferred into Europe for is organized with Council directive on the legal pro­ production, European parts sources tection ofcomputer programs, for should be lined up ahead oftime. worldwide charters instance, has brought in Steve Fox, As Japanese companies prepare Iandstrategies... director ofIntellectual Property, to to step up their presence in Europe, work with HP people in Europe on this Yokogawa-Hewlett-Packard is extend­ banks under way. As a major bank cus­ hot issue. ing its global sales program to serve tomer, HP stands to gain from such Steve has pointed out to the Office these transplanted managers. YHP's competition in the financial-services ofthe U.S. 'frade Representative that Shoji Negishi will head a new office industry, including real-estate while HP generally welcomes the opening soon in London, modeled financing. directive, the company opposes two after those in the San Francisco Bay Today HP sells products to each provisions: the denial ofcopyright pro­ Area and Hong Kong. country subsidiary, which then sets its tection to interfaces and access proto- Dick Alberding, who spent nine own price (recovering taxes and other years heading European Operations special local costs) and rebills. As "{fyou'regoing to in the early days, thinks HP is going European customers find it easier to makeproducts in to wind up "pretty proud ofitself in buy across borders, it may force more Europe if-as a U.S.-based company­ uniform pricing within HP. Fortu­ Europe, buyparts we don't become complacent. nately, HP is organized with worldwide Ithere." "We must remain sensitive to inter­ charters and strategies rather than act­ national issues and the opportunities ing as a holding company for a number cols, and the flat prohibition ofreverse they present. Ifyou take your eyes off ofindependent national companies, engineering. (Senior Vice President for a minute, the world will go by you." which should make such an adjust­ Franco Mariotti has made the same ment easier. point in a letter to the European The prospect ofa common Euro­ Commission in Brussels.) pean currency "would simplify our life Other Corporate observers see dan­ tremendously," George says. "We could ger signs that need watching: Wayne bill customers directly and consolidate Grove, Corporate hardware quality the entire flow ofpaperwork." manager, has been telling divisions

20 MEASURE

www.HPARCHIVE.com The Monterey BayAquarium Research Institute (MBARI) boat POINT LOBOS drops the remotely operated vehicle (ROY) overboard.

Dave Packard's fascination with ium-afacility dedicated to education Monterey Bay, California, began more and research, as well as entertainment. Secrets than 60 years ago. He was a teenager By 1989 the aquarium was attracting spending a summer in the nearby more than 1.7 million visitors a year. resort town ofPacific Grove and Just a few blocks from the Cannery exploring the area. Row-area aquarium is a lesser-known, beneath "I was mostly interested in but equally important organization­ fishing and being a youngster," Dave the Monterey Bay Aquarium Research remembers. Institute (MBARI). Dave founded the sea His love ofthe Monterey and Big Sur MBARI in 1987 as a basic-research coastal areas ofNorthern California institute to foster excellence in never subsided. There was an unmis­ marine research and to exploit the takable beauty in the landscape and unique research opportunities ofthe a million mysteries to be discovered Monterey Bay, Monterey Canyon below the sea. and the adjoining ocean waters of In 1984, the Packard family founda­ tion opened the Monterey Bay Aquar-

May..June 1990 21

www.HPARCHIVE.com MBARI

SCientist Lou Codispoti conducts salinity tests at MBARI's headquarters.

Researchers Chuck Baxter and Bruce Robison monitor deep-sea videa images. the California Current. computers, an HP gas chromatograph! MBARI's goal is to establish an over­ mass spectrometer and a host of all-system concept for the ecology of HP plotters, printers, logic analyzers Monterey Bay that can be expanded and test equipment. for use with other ocean areas and, The aquarium and MBARI received eventually, for use on a global scale. substantial attention recently when Eighteen miles north ofMBARI's National Geographic magazine Pacific Grove headquarters is the devoted 42 pages in its February 1990 group's operations facility in Moss issue to the pair. Landing. That's where MBARI berths Today MBARI is making a name for its nO-foot research boat-POINT itselfas one ofthe premier research LOBOS-which carries an ocean­ facilities ofits kind. And all because probing device called a remotely 60 years ago a youngster developed operated vehicle (ROY). an interest in a million mysteries Captain Ed Ross, flanked by an array ot MBARI uses nearly every type of under the sea. - navigation and communications equipment, HP product imaginable for its innova­ pilots the POINT LOBOS. tive research work. It has more than 50 HP Vectra personal computers, eight HP 9000 Series 300 business

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www.HPARCHIVE.com Scientist Holly Price takes a studious lookat a video viewof a midwater medusa. MBARI uses HP gear to catalog the video images.

Bruce Robison snapped these photos of an angler fish (left) and a file-tailed cat shark (above).

May-June 1990 23

www.HPARCHIVE.com

ByJay Coleman

n Johannessen had to laugh when she thought about the A irony: As a clinical-applications specialist, she spends most ofher work week training intensive- and critical-care­ unit (ICUICCU) nurses in Northern California hospitals how to use state­ of-the-art HP medical-monitoring equipment. Then, on her annual vacations, she travels to some ofthe most remote vil­ lages in Mexico-where even the crud­ Ann Johannessen was one of 35 volunteer doctors and nurses who helped treat 12,000 est medical instruments are luxuries­ patients in Monterrey, Mexico, in 1989. Apatio serves as a makeshift dental clinic. and volunteers her considerable skills. Ifthat weren't enough, shepays who has worked in the Stanford Uni­ The situation is completely reversed her own expenses and uses most or all versity Hospital ICU and who taught when Ann goes on her volunteer trips. ofher flexible time off(FTO) to make critical-care nursing at the University Native doctors and nurses who visit the trips. ofWyoming. "I still enjoy that one-on­ the villages usually have aged stetho­ "I figure that I'm so fortunate and one relationship ofnurse and patient. scopes and basic supplies, but seldom the need there is so great that it's You feel like you can make a difference have any equipment more sophisti­ important I contribute what I can," in that person's life." cated than an autoclave to sterilize Ann says. "The money I spend on the Five years ago Ann left nursing to surgical instruments. trip isn't the point; to me, the FTO is join HP. She covers a territory from Add to that a language barrier­ more precious than the money. That's Bakersfield, California, to the south the four Indian tribes on Ann's last my real commitment to the program." and Reno, Nevada, to the north. Her trip spoke four different dialects­ Ann volunteers her time to the and treatment takes on whole new Christian Medical and Dental Society, "I stillenjoy that one­ challenges. a nondenominational organization "You see things you never would in which enlists the aid ofdoctors, nurses on-one relationship of the U.S. because we would never let and others to help treat patients in Inurse andpatient." the conditions get that severe," Ann Third World countries. says. "Last year we treated dozens of On herfirst trip in March 1989, Ann job includes helping hospital staffs perforated ear drums and severe her­ was part ofa 30-person team which decide what HP equipment is best for nias on some people who had never treated more than 12,000 people in them and training the staffonce the seen a physician, let alone a scrub nine days in Monterrey, Mexico. This equipment is installed. nurse or an operating room. There year in March she spent a week in the "Hospital nurses like the fact that would be 300 people lined up for treat­ mountain city ofTepic, Mexico (about HP has a nurse there who can under­ ment when we got there in the 95 miles north ofPuerto Vallarta), stand and represent their clinical morning." bringing aid to four Indian tribes. needs," Ann says. Itwas a similar experience this "I love the experience because it "The training is important, too, March in Tepic. Thirty-five doctors, gives me the chance to be a nurse because the minute the equipment nurses and othervolunteers worked again," says Ann, a registered nurse is installed, someone needs to be excellent on it."

May-June 1990 25

www.HPARCHIVE.com ORDINARY PEOPLE

from 6:30 a.m. to 7:30 p.m.-with four to five operating tables in constant use-in a scene that resembled the surgical tent in the movie M*A*S*H. The volunteer team spent nearly the entire first day setting up a clinic and makeshift operating center, including unpacking boxes ofdonated medical supplies-some from HP-and scrubbing floors and walls to improve sanitary conditions. "While sorting out supplies," Ann says, "one ofthe doctors found two

Normally, doctors would correct the atfliction in three stages. This was no normalsituation. bottles ofDextran, a plasma expander used for replacing massive blood loss. He said, 'We'll never need this,' but left the bottles on his supply cart because Ann uses a hand puppet and healthy doses of good humor and love to bridge the there was room. communications gap in Tepic, Mexico. The four Indian tribes spoke four different dialects. "Six hours later, a woman began bleeding profusely during surgery. answers the question with a story: young boys are capable of. His father There were no pints ofblood for a On the second day oftheir stay in never left his bedside. transfusion and no time to match her Monterrey last year, the team treated The day before the team was sched­ blood and find a donor. Then the doc­ a young boy born with two clubfeet. uled to leave, the surgeon removed the tor remembered the Dextran, which Years of walking on the sides ofhis casts and examined the boy's legs. The was the exact thing he needed in that feet had produced scabs and callouses. skin had healed perfectly, the bones situation. Normally, doctors would correct lined up beautifully. The boy's father "It was like a miracle." the affliction in three stages during a cried. Do the volunteer doctors, nurses six-week period. This was no normal "That's worth two weeks ofITO and other helpers do any long-term situation. anytime," Ann says. _ good during their briefvisits to impov­ The orthopedic surgeon ordered erished, Third World countries? Ann surgery immediately. He broke both feet to correct the alignment and put both legs in casts. For two weeks, the young boy laid in the hospital bed as motionless as

26 MEASURE

www.HPARCHIVE.com YOUR TURN Measure readers share their views on matters of importance with employees

The paper chase Gracias from PRMO Your feature on the environment It was very gratifying to read the arti­ (March-April 1990) was one ofthe cle about Puerto Rico (January-Febru­ most useful pieces I've read in Measure. ary 1990). All ofthe people I spoke to I read and re-read the article, taking here at the Puerto Rico Manufacturing note ofthe conservation efforts I can Operation (PRMO) that read the arti­ implement at work and home. HP and the cle were very, very proud to work here, I was disappointed to find out and they were very enthusiastic with though that the use ofrecycled paper environment the great article. (At the same time we for this issue was only an experiment. were disappointed we didn't make the I understand the concerns with cost, cover.) but quality? As part ofyour target audi­ longer weekends. I have tried to set an I would like to congratulate you ence, the different texture and repro­ example by turning offall the equip­ on a super article about a superHP duction quality ofthe paper did not ment at least in my department's work division. bother me. I don't feel anything sub­ area, where there can be up to three MARISOL SALCEDO stantial is lost in the communication PCs, two plotters and two laser print­ Aguadilla, Puerto Rico process when you use recycled paper. ers. Some ofthis equipment is left on MARY BETH LEFEBVRE all year around. Cupertino, California I never receive any encouragement, The wrong stuff? but instead am ridiculed and ques­ The first thing I read in Measure is One ofthe limitations ofrecyclable tioned by my co-workers. I grew up in the letter from John Young. Call me paperis the poor quality ofcolor­ a society and an environment where traditional, but I like to check that our photo reproduction. As an employee resources are scarce, and I cannot thinking is aligned. magazine, Measure believes it's understand this waste! What I don't expect to see in that important to run photos ofemployees, auspicious spot is a photograph ofmy and the quality level isn't available FRANCISWU competition. Of all the photographs in recyclable papernow. Asfar as the San Jose, California that could have been published (Janu­ level ofquality is concerned, Measure ary-February 1990)-checking on doesn't think it makes sense to pub­ build quality, surveying publication, lish a lower-quality magazine any "Read me, read me!" looking at engineering contribution more than HP would decide to design, I have found that the issues ofMea­ -does the HP public want to view manufacture and market lower­ sure over the past few months have the competitive offering? quality products. But Measure will been bright, cheerful and welcoming. When that particular competitor continue to lookforways to do our So much so, that it really makes you sees the photograph, the sales force environmentalpart. Infact, we want to read it. There was a period will have to live with the captions they recently located a Palo Alto recycling when the cover became so drab that could put on it. Better you should have centerwhich accepts the kind of there was a tendency to save it "for shown our production line. "coated" paperon which Measure later," but later never came. REY ROSENBERG is printed.-Editor Now, however, the covers are excit­ Uxbridge, England ing and call out "read me." This applies to the contents as well. Keep up the Save energy, too good work. I am very glad to see your article on MAUREEN CROCKER energy conservation. Winnersh, England I have noticed the large number of computers and peripherals left on after work, over two-day and even

May-June 1990 27

www.HPARCHIVE.com YOUR TURN

Take another look I'm a great supporter ofthe new HP identity program and was pleased to read the article "We've been framed" (January-February 1990). It was a great write-up, but the actual design system looks much stronger than the visuals shown in the article. I saw a slide presentation ofdifferent pieces produced in Italy, the U.K., France and Germany which really showed the strength ofthe sys­ tem. You want to talk unified look ... the slide says it all. Perhaps you could print thatfor Measure readers. LAURA CHURCH Geneva, Switzerland

Half the story I was very disappointed in the style ofjournalism thatMeasure demon­ strated in the article "Making all the An assortment ot European pUblications shows the unified "HP look." right moves" (March-April 1990). This article gave only halfthe story con­ cerning the redeployment ofmore some people forced to leave HP early than 1,000 HP employees. The story or against their will. Please send mail talked only about the successes of I would hope in the future you will Do you have comments about some­ moving these people and had lots of research the whole story and include thing you've read in Measure? Send testimonials from managers patting the impact to everyone concerned. us your thoughts. Ifyour letter is themselves on the back because they ERIC HILL published, you'll receive a free were able to find jobsfor almost Roseville, California Measure T-shirt (large orX-large). everyone. Address letters to Jay Coleman; You did not mention the human­ Both the main story and the "sidebar" by company mail to Measure editor, suffering angle to this story. There quotesfrom various HP executives Corporate Public Relations, Build­ were families that were broken up and discussed the success and stress of ing 20BR, Palo Alto. Via regular forced to relocate with great hardship, redeployment. Everyone Measure postal service the address is Mea­ careers that were sidelined or termi­ interviewed agrees that redeployment sure, P.O. Box 10301, Palo Alto, CA nated, demotions, people working in is a difficult and sometimes painful 94303-0890 USA. 'fry to limit your jobs they don't enjoy, friendships process. -Editor letter to 150 words. We reserve the ruined by the job competition and right to edit letters. Please sign your name and give your location.

28 MEASURE

www.HPARCHIVE.com LETTER FROM JOHN YOUNG President John Young writes on the formation of HP's NewWove Computing strategy

his issue ofMeasure reports on our March consultants event Tin which we unveiled HP's NewWave Computing architecture and products. In many ways, the event demonstrated an integrated strategy for the '90s, and I give a lot ofcredit to Dean Morton's stewardship ofour uni­ fied Computer Business Organization. NewWave Computing is to our sys­ tems business what the Spectrum program was to our CPU (central­ processing unit) business-aplan to unify our product offerings-and, in doing so, to move forward in dramatic John Young spells out HP's NewWave Computing strategy to SIeve Wendler, an industry new ways that provide real benefits to consultanttrom the Gartner Group, during the March consultants' briefing in Florida. our customers. NewWave Computing is more than a plan; it's a reality. We've been making write "the grand plan" on paper ... and the most sensible integration and con­ the investments and putting the pieces then have all ofyour customers wait nectivity strategy. We build superior together for a number ofyears now, for you to deliver that dream and adapt systems components. We have exciting and we showed consultants several their business accordingly. technologies to build on, such as the examples ofreal products and real But ifyou're not one ofthe Networked Computing System and solutions available today. entrenched elite, you can't start with a object management. We have an But this unveiling ofthe strategy as blank piece ofpaper. You have to deal insightful architecture. We have a a whole is new, and for those ofyou with reality. And that's precisely what reputation for customer satisfaction. HP has been doing. We have the commitment and the ''NewWave Computing We know our systems have to link to will to win. is more than aplan; it's the multivendor environments cus­ With your talents and teamwork, a reality." tomers already have, and so our strat­ I think we can do just that. I egy has evolved more organically. And who've been asking for the "grand because we've approached it that plan" for some time now, you may way-very pragmatically-we've been wonder why we didn't articulate it more open to new ideas. earlier. The new "cooperative-computing" Let me provide a perspective. HP paradigm and industry standards are isn't the world's biggest computer creating new rules ofcompetition, and company. As Doug Chance likes to HP is beautifully positioned to benefit put it: We're not the leader; we're the from-and lead-the new order. leader ofthe challengers. We are the most credible and broad­ But if you are the leader-ifyou're based open systems vendor. We have Computer Vendor Number One or Number Two, even-you can persuade yourself into thinking that you can

May-June 1990 29

www.HPARCHIVE.com and merging ofsales forces. Pete Peterson to direc­ tor ofCorporate Person­ EUROPEAN nel ... Bill Hilliard to SALES GM for the Australasia I European Field Opera­ Region. tions has merged sales PeterKohl to area and both factory and field GM for Austria, the USSR, marketing into a single Central Europe, Yugo­ function, creating four slavia, Thrkey and Greece new "business manager" ... Toni Polsterer to HP's positions that modify two first GM for the USSR. former sector-related HP LABS roles for Europe. Each business manager is IIN JAPAN responsible for quota, HP Laboratories has field selling costs, factory established a research lab marketing and discounts. HP's Inal Uygur gives Soviet students a computer demonstration. inTokyo, Japan, to focus They are Networked on applied research in Systems, Klaus-Dieter photonics, IC testing Laidig; Workstations and Glasnost comes to HP and low-temperature the Engineering Applica­ electronic devices. Students from the Soviet tions Group, Wolfgang The school prepares high Nobuo Mikoshiba has School ofGeneva, Switzer­ Rucker; Personal Com­ school-aged Russian stu­ joined HP as director of land, and HP made a bit of dents for entry examina­ puters and Personal the new lab. history in February when­ tions to USSR universities. Peripherals, Alex Sozonoff; and Test and for the first time in the Vladimir Pozdorovkine, APOLLO school's 40-year history­ who represented the Measurement, Roberto students visited a local school parents' council, IMERGER Favaretto. company. said the group was very The former Apollo Com­ The 23 stUdents, five impressed with HP, includ­ puter facility in Living­ CHART professors and the school ing the company's technol­ ston, Scotland, will be ICHANGES director wanted to see how ogy, openness and HP way vacated later this year. Each ofthe four regions computers are used in an philosophy. Ithas 220 employees, in U.S. Field Operations office environment and split between board­ has reduced the number chose HP's European repair and workstation ofits area organizations Operations headquarters manufacturing, who will by one to conform to a in Geneva. be offered voluntary sev­ standard size of 1,000 to erance packages or posi­ 1,200 employees. tions in South Queensferry. The Manufacturing HP's merger manage­ Applications Group has ment task force has com­ ceased to exist and its pleted its assignment, activities have been including the changeover transferred elsewhere in ofinformation systems the Networked Systems Sector.

30 MEASURE

www.HPARCHIVE.com NEW Greeley Storage Division IPRODUCTS is the first rewritable The Analytical Group has optical-storage product introduced the HP 7680A, developed for the Apollo a computer-controlled workstation family. supercritical fluid extrac­ The Workstation tor that is HP's first instru­ Group's new HP Visual ment dedicated to the User Environment sample-preparation (HP VUE) has a flexible market. ...The Medical set oficon/window-based Group's HP SONOS 1000 utilities that make a UNIX* cardiovascular imaging operating system easier system is enhanced with to use....A new family of an ultrasound frequency PC LAN products from agility mode that com­ the Roseville Networks bines high-resolution Division use standard HP climbs Fortune, Forbes ladders 2D imaging with low­ telephone wiring to Hewlett-Packard was listed Fortune ranked HP third frequency Doppler connect multivendor among the business elite in the computer industry and color-flow imaging. computer systems. in April when Fortune behind IBM (No.4 overall) From the San Diego The HP 9000 Model and Forbes magazines and Digital Equipment (27). Division: the HP Paint­ 1240 from the General announced America's General Motors Corp.-all Writer XL color-graphics Systems Division is HP's largest companies. $127 billion ofit- topped printer, which can be first fault-tolerant com­ HP jumped six places­ the Fortune 500. shared by Macintosh puter system aimed at the from 39th to 33rd-in the Meanwhile, Forbes users on an AppleTalk telecom industry. Fortune 500 list ofthe larg­ listed HP as No. 49 in its The Lake Stevens est U.S. companies, based "Super 50" most powerful Instrument Division's on 1989 sales performance. U.S. companies in the maga­ HP 3577B vector-network Fortune released its rank­ zine's April 30 edition. analyzer provides low­ ings in its April 23 issue in Forbes includes banks and priced, precision base­ an article entitled "Hanging utilities in its list while band network analysis.... Tough in a Rough Year." Fortune doesn't. The interactive test gener­ ator (lTGIDOS) from the Measurement Systems HP Paintwriter XL Operation lets PC test network. The Vancouver developers work with Division's enhanced existing programming HP DeskWriter printer tools and libraries to offers AppleTalk capabili­ augment their work. ties and serial interfaces. The HP Series 6300 •UNIX is a registered trademark ofAT&T in the USA and other Model 650/A from the countries.

.•• Yes, this is HP security... Look, can I call you back?

May-June 1990 31

www.HPARCHIVE.com PARTING SHOT

New LED can stop traffic You're driving down the street, the sun glaring in your eyes, when the driver in front ofyou steps on his brakes. Or did he? Maybe itwas just the reflection from the sun. New light-emitting diode (LED) lamps devel­ oped by HP could shed new light-literally-on the problem. The company believes the new HLMP-8150­ one ofseveral recently HP's Optoelectronics Division unveiled its new light-emitting diode lamps (LED) on a Lincoln Continental released lamps using the tor a recent trade show in Detroit. HP believes the new lamps are the world's brightest LED lamps. new LED technology-is the brightest LED lamp in the world - and 15 times such as exterior automo­ response time than tradi­ brighter than HP's pre­ tive lighting and moving­ tional incandescent viousLEDs. message signs." lighting. "It's almost blinding," HP incorporated the Additional applications says Hannah Suen, prod­ new LED technology into for the new LED technol­ uct marketing engineer the rear taillights ofa 1990 ogy may include sensors, for HP's Optoelectronics Lincoln Continental car including bar-code read­ Division in San Jose, Cali­ for a recent trade show. ers, transportation signs fornia. "The new lamps LED technology is and medical research have tremendous poten­ highly reliable and lasts equipment, Hannah says. tial for use in anything the life ofthe car. The that needs to be seen LEDs consume less clearly in bright sunlight power and provide faster

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