HP Middle East has joined hands with its Dubai-based partner Al Suwaidi Computer to launch the first HP Print Station in the emirate.

These print stations are HP-branded stores that aim to provide a convenient and reliable one-stop printing shop for the emirate's business community, said a company statement.

The HP Print Station Dubai will be operated by Al Suwaidi Computer, to address a broad range of customer segments and demands.

The print station will focus on service and convenience that will primarily address small and medium enterprise customers and offer a wide range of printing applications, it added.

HP Print Stations are the next step in enhancing HP’s ability to deliver printing services securely where consumers want them., said a top official.

“The HP Print Station concept is being implemented in the UAE to address specific customer needs based on a country wide customer feedback HP has received recently,' remarked Amin Mortazavi, general manager, Imaging and Printing Group, HP Mideast.

'The needs which the HP Print Station concept addresses include: making high quality printing accessible and fast for the travelling business person; simplifying and speeding up the process of getting great quality printouts and, providing equipment for special printing applications. We plan to roll out additional stores in the UAE by next year,' he noted.

The Print Station programme – which has already been rolled out across the company’s EMEA region delivers a one-stop-shop service for high-value print and design jobs for SMEs.

Jaimi Cyrus, director, Channel Sales & Programs for HP in EMEA, said; “The printing market in the UAE is growing at a rapid rate, there are now 50 HP Print Stations in 9 countries, including now 3 in the Middle-East and HP is currently planning for more.”

According to Cyrus, the SMEs constitute more than 85 per cent of the total business revenue and that owing to the strong UAE governmental focus on SMB development this is forecast to rise in the future.

'While representing close to 9 per cent of the total Middle Eastern printing market, the UAE is forecast to be the fastest growing market in the region with projected growth of 55 per cent between 2007 and 2012,' he added.

Al Suwaidi Computer general manager Shibu Das said during the opening; “We are extremely excited to be part of the launch of HP Print Stations in UAE. This is a unique customer oriented initiative, bringing more convenience, high quality and cost effectiveness to every single audience and we are happy to be a part of that.”

HP Print Stations will offer benefits for three main audiences in Dubai, namely: individuals who don’t have a printer at home and are looking for convenience and quality; professionals who require specific solutions for their specialised applications; and businesses that need high volume print outs and are looking for cost effectiveness and quality, he added.-TradeArabia News Service