While HP president of EMEA Nick Lazaridis admits that the film and entertainment industry isn't a massive revenue driver for HP, its value lies in PR and it's ability to 'co-innovate' with these partners.
He explained to Computerworld UK: "If you talk about revenue, it's not a massive revenue driver. We are a $50 billion company and I would say it isn't even 10 percent, but more important for us is the collaboration we have with the movie houses and they help drive a lot of the technological innovation.
"It's also hugely important in terms of visibility, branding and marketing, but the number one benefit is not so much Cannes but what we get to learn and co-develop with the media houses."
Source: CIO India
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