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ITAD at HP: Fragmentation, Market Perception, and the Need for Clarity

Hewlett Packard Enterprise (HPE) and HP Inc. face not only the same market challenges as their competitors but also persistent branding and identity issues stemming from their corporate split. Their fragmented approach to IT asset disposition (ITAD), with overlapping business units and multiple brand variations, has led to inefficiencies and customer confusion. This lack of clarity makes it difficult for enterprise clients to navigate HP’s ITAD offerings, weakening the company’s competitiveness. To address this, HP must unify its ITAD strategy and clarify its branding through a more cohesive marketing and go-to-market approach. Continue reading below.
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Having experienced multiple periods of transformation, Hewlett Packard Enterprise (HPE) and HP Inc. not only face the same challenges as their competitors but also struggle with their own branding and identity issues. Like their peers, they must navigate geopolitical uncertainty, disruptive advanced technologies, increased competition, regulatory pressures, evolving customer behaviors, and other external factors. However, HP also faces lingering identity and branding challenges inherited from its various transformations over the years. One area that continues to raise questions is the IT asset disposition (ITAD) strategies of HPE and HP Inc. The presence of ITAD offerings under multiple HP brand variations and overlapping business units makes it difficult for enterprise clients to streamline their own ITAD programs.

In this paper, I argue that HP’s fragmented approach to ITAD, resulting from its corporate split and multiple branding efforts, has led to inefficiencies and customer confusion, weakening the company’s competitiveness. To remain competitive, the two HP entities must find ways to streamline their ITAD strategy by unifying their service framework. Furthermore, they must clarify their branding through a more cohesive marketing and go-to-market strategy.

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Author: David Daoud

David Daoud has researched the mainstream IT hardware market since 1996 and expanded into hardware disposition research in 2003. He has spearheaded the creation of IDC’s GRADE certification. Since then, David has been providing consulting and expert advice to companies looking to establish best practice in their IT equipment decommissioning and helped leading ITAD service providers assess demand, understand competition, and forecast what’s to come. David is currently the Principal Analyst at Compliance Standards, which focuses entirely on the end-of-life of IT equipment. He can be reached at 508-981-6937 or at ddaoud@compliance-standards.com
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