Sunday, 05 April 2015 14:06

HP invents ‘JetIntelligence’ – and other more colourful laser marketing terms

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In the early days of computing there was a saying ‘Nobody ever got fired for buying IBM’ – I think we can now safely say the same of HP. HP makes good stuff – from low cost Windows notebooks like ‘Stream’ and ‘Envy’ to high-end enterprise printers, workstations and servers.

What I find amusing is the length this quality company goes to invent new marketing terms that jaded journalists can only smile at and decipher. Perhaps HP will grow out of out of this fad. For example:

JetIntelligence has nothing to do with a smart airplane. It’s a made up word to describe a laser technology that in theory produces 33% more professional quality prints (how many more unprofessional prints?), uses up to 53% less energy, enables printers with up to 40% less footprint and faster wake up, print and duplex in a fraction of the time. OK even if I believe that all it tells me is that JetIntellince printers are better than its predecessors are – and that is good.

ColorSphere 3 toner technology makes most of JetIntelligence possible. Normal toner is a mix of polymer and ink (Cyan, Magenta, Yellow and Black – carbon) that is fused on to paper by a mix of pressure and heat. ColourSphere 3 is made using a wax core, polymer colour layer, and a glossy outer shell – bit like a Kool Mint – but smaller. Its formulation allows compatible printers to operate at lower temperatures and achieve JetIntelligence.

Page maximiser technology and anti-fraud technology simply means that the toner cartridges use a special HP chip that detects the cartridge and if it is genuine engages JetIntelligence. If the cartridge is non-genuine it disengages to allow the use of these cartridges.

PrintGauge Technology more accurately predicts the number of pages you will get out of the toner based on typical use – not a theoretical 6% coverage.

JetAdvantage Private Print - documents are held in the cloud until a user is authenticated at a printer.

OK now we have a handle on the jargon and had some fun at the expense of HP's very expensive marketing staff.

It has three new series of JetIntelligence printers. The models released cover small office/home office and small workgroups; bigger workgroups with multifunction (MFP) requirements; and even bigger workgroups without.

I could wax lyrical about the toner, connectivity options (including Wi-Fi and USB print), small footprint, low energy use, 600 DPI quality etc.

Instead, I will just say that these are unlikely to be seen at OfficeWorks – they are available via computer dealers who know their stuff.

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Ray Shaw

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Ray Shaw ray@im.com.au  has a passion for IT ever since building his first computer in 1980. He is a qualified journalist, hosted a consumer IT based radio program on ABC radio for 10 years, has developed world leading software for the events industry and is smart enough to no longer own a retail computer store!

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