FROM THE EDITOR our-year-old Casey and I were The same thing is true for a number coloring the other day when of Hewlett-Packard products, as you'll F she paid me the ultimate com­ see in the story beginning on page 9. pliment: "That's very good, Dad. In many markets, HP is the standard Would you like to put your name on it?" that other companies want to emulate. In Casey's pre-school, the kids can It's ironic, then, that some day HP color and scribble and doodle. But may put someone else's name on when they really create something products we produce. It sounds a bit special, they're allowed to put their far-fetched, but here are a few ways it name on it. could happen: Ever since Casey's comment, I've • Let's say that HP decides to enter a been thinking a lot about things we market where low cost is the driving put our name on. force-and that HP traditionally On the cover: Julie Hugo Parents, of course, put their name hasn't been thought of as a low-cost sleds back to camp with a on their children. Oftentimes, their leader. The customer scans the shelf caribou that village elders will carve for dinner for expectations, too. I was good in math, at the appliance store and thinks to Julie and other students we might say, so my children should herself, "Why should I pay for the at a Nunamiut School in be, too. It's unfair, but we do it. high quality of an HP widget when a Northern Alaska. An HP 9000 business computer There was a time in the United WidgetPro widget is all I need?" So, links Julie's class with States when most wives took their HP might start manufacturing the students throughout this husband's name and gave up their widgets, put a WidgetMaster logo on remote region (see page 4). Cover photo by Clark Mishler. own. But that practice has changed the product and sell millions. for many women. I have my own Better yet, we could get in the identity-my own name-the thinking widget market faster by acquiring goes; why should I give that up? the WidgetPro Company and keeping Putting your name on your work their name on the widgets on the has been a way to distinguish it­ store shelf. perhaps make it more valuable-for • Ifthe HP name doesn't have a strong centuries. William Shakespeare's identity in a market, we still could put signature-only six are known to our name on the product, but in a low­ exist-is worth more money than key way. Actually, we're already doing some people earn in a lifetime. A Ming this. Kayak-the interactive TV set­ vase could bring you a small fortune top box-features the Kayak name today. Steven Speilberg's name on a prominently with the HP logo shown movie virtually guarantees that it will in a secondary position. be a fmancial success. Fortunately, recent marketing Bill Hewlett and Dave Packard surveys clearly demonstrate a could have called their young com­ tremendous "equity and value" in the pany anything they wanted to when HPname. they started it in 1939. But there's That's a comforting thought. nothing like putting your name on Because-as any 4-year-old can tell your product to remind yourself that you-when it's really good, you the product must be exceptional. should put your name on it. Ifyour product has a strong identity -Jay Coleman in a particular market, it has good "brand equity." People immediately recognize Coca Cola, for example, when they think of soft drinks. 2 MEASURE www.HPARCHIVE.com THE INSIDE STORIES FEATURES DEPARTMENTS 4 Conquering a new frontier 20 People HP computer equipment helps link Alaskan 16th-century history buff Grant school children, including the last nomads in Smith is jousting to place Hewlett­ orth America. Packard at the forefront of the Information Renaissance. 9 We're #1 Many of HP's current product lines and services 23 Your turn stand out as number one in their particular field. MEASURE readers share their Page 9 All together they make an impressive listing. views on matters of importance. 13 A time for recovery 24 Other voices Employees in Kobe, Japan, show incredible Shirley Hufstedler, HP's first strength in the aftermath ofJanuary's devastat­ woman member ofthe board Page 18 ing 7.2 earthquake. of directors, reflects on her colorful career. 15 Hot Company, Cool Video HP evolves from caterpillar to butterfly to 26 Letter from Lew Platt elephant at the annual National Association HP's chairman, president and CEO of Broadcasters conference in Las Vegas. discusses one of his favorite activi­ ties-visiting HP Labs each month. 18 It's time for a Quick Change Page 20 HP adopts cc:Mail for OpenMail-the next­ 28 ExtraMEA8URE generation e-mail system-with an aggressive News from around the HP world. rollout plan. MEASURE is published in mid-January, March, May, July, September and November for employees and associates of Hewlett-Packard Company. It is produced by Corporate Communications, Employee Communications section, Mary Anne Easley, manager. Address correspondence to MEASURE, Hewlett-Packard Company, 3000 Hanover Street, MEASURE 20BR, Palo Alto, California 94304-1185, U.S.A. The telephone number is (415) 857-4144; the fax number is (415) 857-7299; and the Internet address is [email protected]. Editor: Jay Coleman, ABC' °Copyright 1995 by Hewlett-Packard Company. Material may be reprinted with permission. 'Accredited Business Communicator by the International Association of Business Communicators (IABC). Associate editors: Cornelia Bayley, Betty Gerard, Hewlett-Packard Company is a global manufacturer of computing, communications and measurement products and Mary Anne Easley services recognized for excellence in quality and support. HP employs 98,600 people worldwide and had revenue of $25 Art director: billion in its 1994 fiscal year. Annette Yatovitz Lotus is a registered trademark of Lotus Development Corporation. UNIX is a registered trademark in the United States Graphic designer: and other countries, licensed exclusively through X/Open Company Limited. X/Open is a registered trademark, and the Thomas J. Brown X device is a trademark, of X/Open Company Ltd. in the U.K. and other countries. Windows is a U.S. trademark of Microsoft Corporation. Photo research: Carol Parcels @MEASURE magazine is printed on recycled paper with vegetable-based ink. July-August 1995 3 www.HPARCHIVE.com OLUTIONS Conquering a new frontier By Tom Ulrich ANAKTUVUK PASS, Alaska-"As the district network allows them to a child, I followed the caribou," search for information that they says Lela Ahgook, president of the would otherwise glean from an ency­ HP computer equipment Nunamiut School Advisory Council. clopedia or never experience at all." helps link Alaskan school She traveled by dog sled in winter, Rising above the hemisphere like children, including the last on foot in summer. "It was a hard the North Star, the Aurora II satellite life," she says. "When there were no relays information to district school nomads in North America. animals, we did not eat." children at the speed oflight. It scales Lela, a Nunamiut or inland Iftupiaq, the 88,000-square-mile borough so speaks for the last group of nomads that the district's most distant people to roam North America. Her grand­ are only a split second apart. children, students at the public school Down the hall from Jim Werden's here, speak for the first inhabitants of fourth-grade class, two large-screen the new frontier. monitors beam a vision of 21st cen­ "In the past decade," says Steve tury education to Algebra I students. Yates, principal of Nunamiut School, One screen, like a dulled mirror, "we've gone from the Bronze Age to reflects Sally Walker and her three life beyond the year 2000." students. The other screen shows Evidence ofthe electronic age Larry Moye, recipient of a presidential abounds at this elementary, middle citation for excellence in math educa­ and high school. Satellite dishes flank tion and a district algebra teacher. A the maintenance building. Students special-purpose computer that attaches pass notes electronically to Iftupiat to both monitors receives and trans­ children across the aisle or across mits signals simultaneously. the Arctic. Larry teaches mathematics from a An HP NetServer LM directs the television studio in Barrow. Students flow of e-mail over the tundra. It in Anaktuvuk Pass ask questions, fig­ delivers the application programs that ure out a compound interest problem students and teachers share with col­ and then share their answers with leagues at nine other village schools classmates in villages across the located along Alaska's North Slope. North Slope. Each classroom is equipped with "Distance learning lends itself to several personal computers, all of this generation of students," Larry them connected through the HP says. "It is a medium they understand." NetServer LM and an Alascom satel­ When Frances in Anaktuvuk Pass lite to an HP 9000160 located at North asks Larry a question, her voice trips a Slope Borough School District offices computer at the central office to in Barrow-about 250 miles away. switch video transmission from the "The computer gives these children television studio in Barrow to her a sense of control that they didn't classroom in the Brooks Mountain have before," Jim Werden, fourth- grade teacher, says. "The power of right Steve Yates, Nunamiut School principal, helps Stacey Wells and Willie Hugo, Jr. with a com­ puter program that teaches basic mathematics.