Press Release: March 10, 2011

HP at SXSW Creates Pop-Up Experience for Attendees and Pop Culture Tastemakers

HP Mobile Park houses content creators, showcases live music and technology

AUSTIN, Texas --HPtodayopened the HPMobilePark, apop-up experience that houses a community ofcreativeinfluencersfrom around the world at the South by Southwest(SXSW)2011Conference and Festival.

The HP Mobile Parkisatemporary live-in community for artists, bloggers and trendsettersfromthefields of technology, music, film and pop culture. It isopento allSXSW attendees, allowing them to create, share andprinttheirexperiences from the festival. Visitors can network withnewandfamiliar faces at the daily SXSW happy hour events, which will take place on March11through19 from 6 to 8 p.m. CT.

Visitors canjointheconversation with HP Mobile Park residents online at the HP at SXSW portal, wheretheycanshare experiences, track mobile trends and easilyprintanyinformation they need by using HPePrintmobileprinting technology. HP ePrint enables people tosecurelysend thefiles they want to print directly from theirmobiledevices to aprinter’s unique emailaddress.(1)

“The HP Mobile Parkisacontent incubator where people are sharing and creatingnewideasin real time and across multiple platforms,” saidTariqHassan,vice president, Worldwide and RegionalMarketingandCommunications, Imaging and Printing Group, HP. “At HPwearefocusing on innovation, and through platforms like HP ePrintwearemaking printing accessible, relevant and simple forthedigitalgeneration.”

The HP MobilePark,inspiredby a combination of Austin’s funky culture andvintageRoute 66themes, features 15 custom-designed trailers loadedwithHP home andmobile products and solutions. Trailers arepositionedaround acentral courtyard that includes a stage forliveperformances. HPMobile Park residents will document andsharetheir stories, blogposts, photos and video on the HPat SXSW Facebook page. TheHPMobile Park will be open to thepublic as a networking andHPePrint and graphics hub for theduration of SXSW, from March11through 20.


  • Federated Media Signal: Austin, March 10, 2011: HP’sHassanwillcontribute to the FederatedMediaSignal:Austin conference on March 10 at 3:30 p.m. CT attheDriskillHotel. Hassan will discuss ideas and solutions thatuselocation tohelp brands, people and campaigns reachtargetaudiences.
  • Watchitoo’s Next Stage Innovator Series, March 14,2011:Hassanalso will participate in Watchitoo’sNextStageInnovatorSeries at 12:45 p.m. CT on the SXSW trade showfloor,where he willdiscuss trends in technology and socialmedia.


  • Attendees can visit Thom Brown, specialist,SuppliesTechnology,HP, at the HP Mobile Park during the networkinghappyhours on March11 through 13 to learn about the benefits ofusingOriginal HPSupplies and enter for a chance to win tickets tothe“HP GraphicSounds“ party.
  • On the evening of March 13 at the HP Mobile Park, HPwillhost“HP Graphic Sounds,” a party that combines graphics andmusic.LosAngeles-based indie rock band Nightmare and theCatwillperform while painter and art jockey Gary Basemancreatescustomart inspired by the aesthetics and vibe of the music.Theoriginalart piece, created at the event, will be printed on anHPOfficejetPro 8500A and reproduced as postcards for attendeestotake assouvenirs from the concert. A limited run oforiginalposters alsowill be created and signed by the band andartist.

HP ePrintonthego

To enhancethemobileprinting experience for all SXSW attendees, HPisprovidingconvenient access to print content on demandviaHPePrint.

  • Attendees can visit the HP Mobile Park, located at604DriskillSt. – the southeast corner of Red River St. and EastCesarChavezSt. – to test out the ePrint technology and printschedules,photosand other materials from the event.
  • An interactive booth on the Austin Convention Centershowfloorincludes HP’s full lineup of new ePrint-enabled productsandmobileprint applications. HP representatives will be onsitetoanswerquestions and demonstrate the technologies. The HPMobilePrintingbooth spans booths 1542, 1544 and 1546. In addition,HPwilldemonstrate HPMagCloud,aself-service content publishing platform that makesit easyforbands, filmmakers, bloggers, magazine publishers andbusinessestopublish professional-quality print and digitalmagazines fortheirfans and audiences.
  • Attendees staying at the Hilton Austin hotel have twooptionsforprinting at the HP ePrint Center located in the hotellobby.They canprint from their BlackBerry device at the HP ePrintMobilePrintLocation,(2) powered by PrinterOn, or byemailinga printjob to an ePrint-enabled printer.

HPePrintpresentsSXSW GO

HP is the leadingsponsorofSXSW GO, the official mobile app of the festival. SXSWGOenablesattendees to access everything they need to maximizetheirtime atSXSW. The app allows people to view and buildtheirschedules, see amap of events and how to get to them, navigatethetradeshow floorand stay connected to the social world. Throughtheapp, people alsowill learn about how HP ePrint technologyprovidesa simple and easyway to print information on the go.

More informationaboutHPePrint is available at the HPePrintCenter.SXSW GO is available for downloadat

HP atSPINHouseMusic Loft

HP will bethepresentingsponsor at the SPIN House Music Loft, located on thetopfloor at310 East 6th St. on March 17 through 19 from noon to 6p.m.CT.Attendees will be invited to print photos from the SPINHouseMusicLoft and other materials to HP ENVY 100 e-All-in-One Printers and test outtheePrinttechnology.

In addition, theloungewillfeature interviews, acoustic performances and photosessionswithbuzzworthy bands, as well as music listeningstationsfeaturing HPcomputers with Beats AudioTM.


HP createsnewpossibilitiesfor technology to have a meaningful impact onpeople,businesses,governments and society. The world’s largesttechnologycompany, HPbrings together a portfolio that spansprinting,personal computing,software, services and ITinfrastructure tosolve customer problems.More information about HP(NYSE: HPQ) isavailable at

(1)UsageofHPePrint requires internet-and e-mail-capableBlackBerrysmartphoneOS 4.5 or newer, or HP webOS devices runningwebOS 1.45or 2.0,with separately purchased wireless internetservice and theHPePrint app. Availability and cost of printingvaries at HPePrintMobile Print Locations. Information on how toprint to HPePrintMobile Print Locations is available here:

(2)UsageofHPePrint requires internet-and e-mail-capablesmartphonewithseparately purchased wireless internet service andthe HPePrintapp. Availability and cost of printing at HP ePrintMobilePrintLocations varies. The list of applicable smartphonesandoperatingsystems is available here:

©2011Hewlett-PackardDevelopment Company, L.P. The informationcontainedherein issubject to change without notice. The onlywarranties forHPproducts and services are set forth in theexpresswarrantystatements accompanying such products and services.Nothinghereinshould be construed as constituting an additionalwarranty.HPshall not be liable for technical or editorial errorsoromissionscontained herein.

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