HP at a Crossroads

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Hewlett-Packard finds that making itself over is hard to do

May 18, 1999 was a banner day for Hewlett-Packard (NYSE:HPQ). Six months after a major internal reorganization, media and analysts were stuffed into an auditorium on its campus in Palo Alto, Calif.

The crowd was so large there wasn't a seat even for Bill Russell, then COO and executive vice president of HP's enterprise systems and software group. He was reduced to leaning against a wall alongside the other latecomers.

This standing-room-only crowd was there to hear HP's plans for redefining itself for the future. What it heard was an ambitious strategy to convert HP from a value-added hardware supplier into a strategic Internet player, with an emphasis on software technologies far removed from what HP was known for. The e-services initiative, as it was dubbed, would transform HP. Almost immediately, every product in HP's portfolio was given an e-services spin. Within a month, Carly Fiorina was tapped to replace Lew Platt as CEO, and HP's stock spiraled to more than $135 a share by mid-July.

Rather than build on all its momentum, however, HP then stalled. Talent slipped through its doors, partners defected and market share slipped away. And the envied stock price? It now trades at around $30--just half its split-adjusted value in July 1999.

Then there's e-services. To date, the more forward-looking concepts outlined at HP's coming-out party--online brokering, wireless services and the ability for every enterprise to turn its computing infrastructure into an outward-facing revenue source--have yet to become a reality.

What has happened to HP since it started to reinvent itself in the spring of 1999? Some say the problem starts with e-services itself. Others say the company just needs some time.

"E-services is a strategy and a vision for the next generation of the Internet," says Doug McGowan, general manager for HP's e-services solutions organization. "Some pieces of that vision will come from us and [others from] our competitors. I think we're making tremendous progress. But it was never intended to be a six-month project."

Fair enough, but where's the meat, some wonder.

"Most people liked the official HP spokesman, former senior vice president and chief marketing officer of HP's enterprise and commercial business Nick Earle, as he espoused HP's vision," says Joe Clabby, group vice president at Boston-based Aberdeen Group.

"Patricia Seybold and some other consultants helped HP craft the e-services message, and she and her buddies were brilliant. They took former HP strengths in middleware development and highly available systems development, and crafted a wonderful message.

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