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HP Personal Systems President Alex Cho On Topping Apple At Security And Why Device-As-A-Service Is 'Growing Rapidly'

The recently named head of HP's devices business shared his priorities and strategy for the company's commercial PC business.

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Is competing with Apple still important for HP? How will HP continue working to stand out from what Apple is doing?

Apple does clearly have a good segment of the market in terms of mindshare. They have actually lost share, and we've gained share in that space. I'd give you a couple of perspectives. Our north star really is customer experience. And we're very serious about looking at Net Promoter Score, customer experience, watching who is using a device, where they're working, how they're working. And then identifying how we want to build solutions for them. Our eyes are kind of fuzzy about competitors because when you're trying to do the right thing for customers, that's first. Secondly, I would tell you we're very much focused on improving Net Promoter Score. We now have the highest consumer NPS among Windows devices. And we've actually eliminated the gap between our consumer premium notebooks and Apple's. For me it's more than quality, it's craftsmanship we're going after. And we want to go do more...

We have clear differentiation as well, because of our focus on security. Quite frankly our differentiation also is the strength of our channel. I've been here in PCs, print, in our former services business. Our muscle, our strength, is our channel. No change there. And then we're differentiating by rapidly building out our device-as-a-service platform.

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