WATCH: All The Action You Missed From HP Reinvent 2019

HP Reinvent 2019 took over Houston this week, where executives urged partners to “transform to perform.”

“Our partners are all looking to transform to perform, which is the theme of this conference,” said Mary Ann Yule, HP Canada CEO and president. “They are all in because our end-customers are also transforming to perform in whatever marketplace they compete.”

It all comes as millennials are disrupting buying behaviors and many partners have struggled to keep up. Juan Fernandez, VP of Image Net Consulting, said a services approach can change that. In recent years, HP has introduced managed print services (MPS) and DaaS (Device-as-a-Service.)

“We have to consider what is a millennial and how do they work? How do they purchase? They were born with a cell phone and a social security number. They buy as-a-service,” said Fernandez.

New smart printers like the HP OfficeJet Pro line and the HP Smart App are also changing the conversation for partners with millennials. HP’s Anneliese Olson, general manager and global head of HP’s Home Printing Solutions, said letting people print anywhere makes more people want to print.

{Related: HP Reinvent 2019: 5 New Devices In PC And VR}

Millennials are also driving the, “workplace of the future,” according to HP’s Alex Cho, president of Personal Systems. In an interview with CRNtv, Cho showed off the new HP Reverb VR Headset, which is targeted for verticals like health care and employee training. Priced at 649 dollars, the device is affordable enough to make virtual reality mainstream. HP also launched new PCs targeted at the SMB market – two ProBook Laptops and a new ProDesk desktop.

[Related: WATCH: HP CTO Shane Wall Discusses An Automated, Intelligent Future}

For more highlights from the event, check out CRNtv’s video included in this article.