{"id":6428,"date":"2026-09-01T21:11:55","date_gmt":"2026-09-01T21:11:55","guid":{"rendered":"https:\/\/crosscountrymovingteams.com\/?p=6428"},"modified":"2026-09-01T21:11:55","modified_gmt":"2026-09-01T21:11:55","slug":"from-a-singapore-airport-soundtrack-to-new-ai-powered-pcs-hp-is-looking-for-a-new-rhythm-in-asia","status":"publish","type":"post","link":"https:\/\/crosscountrymovingteams.com\/?p=6428","title":{"rendered":"From a Singapore airport soundtrack to new AI-powered PCs, HP is looking for a new rhythm in Asia"},"content":{"rendered":"
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\u201cIf you\u2019re walking through Changi, you\u2019ll be hearing a soundtrack that is literally AI,\u201d Michael Boyle, HP\u2019s senior vice president and managing director for Greater Asia, told Fortune <\/em>in early August. \u201cThe great thing about AI is that you can shape it. If it starts raining outside, the airport gets busy, or it\u2019s nighttime, the AI can adapt the music.\u201d<\/p>\n

Read more Bank of America vice president identified as victim in random Times Square stabbing<\/a><\/p>\n

The company behind those tunes is Wubble AI, a Singapore-based startup that participated HP\u2019s \u201cGarage 2.0\u201d program, an accelerator that the company started in the Southeast Asian city in Oct. 2025. HP became a backer of Wubble AI in July.<\/p>\n

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Garage 2.0 harks back to HP\u2019s roots in Palo Alto, where founders Bill Hewlett and Dave Packard started the company in the latter\u2019s garage in 1939. HP runs Garage 2.0 with Antler, the global venture firm that has made more than 1,400 investments across more than 30 markets.\u00a0<\/p>\n

\u201cWe\u2019re looking at these founders and the speed that they can go without the complexity of being in a large organization, and it\u2019s inspiring,\u201d Boyle said. \u201cIt gives those of us working in a large, matrix organization the chance to come back down and think about what\u2019s really going to cut through and build scale.\u201d<\/p>\n

Yet the Garage 2.0 program gets at a deeper question at the heart of HP: Is the tech company that\u2019s perhaps most responsible for Silicon Valley\u2019s culture getting left behind? HP is now No. 276 on the Fortune Global 500, down from No. 194 in 2017. The company is now betting on AI PCs as a new growth category, wagering that consumers will prefer to run AI on their own devices rather than in the cloud.<\/p>\n

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HP\u2019s Asia bet<\/h2>\n

HP\u2019s footprint in Asia began almost 60 years ago, when the company established its first regional office in Singapore in 1969. A year later, it opened its first Asian manufacturing plant in Singapore\u2019s Redhill neighborhood, where just over 60 workers assembled iconic devices like the HP-25 calculator.\u00a0<\/p>\n

The company operates across most Asian markets, with manufacturing and supply chain hubs in China, Thailand, and Vietnam, and major call centers in Malaysia and India. The region contributed just over 25% of HP\u2019s revenue in its most recent quarter, which covered May, June and July.\u00a0<\/p>\n

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Boyle, who joined HP in 2015 as the vice-president of its Asia-Pacific and Japan (APJ) operations, is most attracted by the region\u2019s diversity. \u201cThere\u2019s many different versions of Asia,\u201d he said. \u201cIt\u2019s been really interesting getting to see how HP is represented in its different markets.\u201d For example, he notes that Southeast Asian retail still relies on brick-and-mortar stores, which means most sales happen face-to-face; in contrast, online sales now dominate in markets like South Korea.<\/p>\n

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In what he describes as a \u201cserendipitous\u201d bit of foreshadowing, Boyle wrote his graduate thesis on HP\u2019s strategy long before he ever worked there, while completing an MBA program at the Macquarie Graduate School of Management in Sydney.<\/p>\n

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\u201cI visited their European operations in Germany as part of a study tour, and there was something about HP back in those days that I really identified with,\u201d Boyle recalls. \u201cSo it was quite serendipitous that the phone rang, and all of a sudden I found myself living in Singapore and working for HP.\u201d\u00a0<\/p>\n

HP is perhaps best known for its printers, which have long been a mainstay of offices worldwide. Boyle pushes back on any suggestion that print is dying, calling it a mainstay in sectors like education and healthcare.<\/p>\n

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Since last year, the firm has been rolling out AI-powered printers that come installed with Microsoft Copilot, which allow users to print documents from a shared cloud without ever booting up their laptop, as well as generate AI summaries from documents scanned using the printer.\u00a0<\/p>\n

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\u201cAI is now starting to play a role where it can go both ways: from creation to print, and print back to creation,\u201d Boyle said. \u201cYou can even edit on the fly.\u201d<\/p>\n

Despite Boyle\u2019s optimism, printing remains a shrinking part of HP\u2019s business. Total print revenue fell by 2.2% in HP\u2019s most recent quarter. The company blamed \u201cdemand softness, particularly in China,\u201d as well as \u201cchanging consumer behaviors.\u201d<\/p>\n

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As some of HP\u2019s mainstay businesses show their age, the company is now looking to AI PCs as its next source of growth.\u00a0<\/p>\n

Read more OpenAI to limit release of its Astra model due to hacking concerns<\/a><\/p>\n

AI PCs are devices with some capability to handle AI and machine learning tasks on the device itself, rather than relying entirely on the cloud. HP first unveiled its suite of AI laptops in 2024, including the OmniBook X AI PC and HP EliteBook Ultra AI PC.<\/p>\n

HP now expects AI PCs to make up 50% of the company\u2019s total shipments by the end of the year, Bruce Broussard, HP\u2019s interim CEO, told analysts at the company\u2019s third-quarter earnings call on August 27.<\/p>\n

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\u201cThe AI PCs seem like a good idea with regard to creating value for both the customers (reduced dependence on cloud, lower costs of tokens) and HP itself (premium prices),\u201d says Nitin Pangarkar, an associate professor of business strategy and policy at the National University of Singapore (NUS). \u201cYet, profitable ideas are often copied by rivals. This would reduce the margins for HP unless it has proprietary technology, which could serve as a defense against imitators.\u201d (AI PCs are currently offered by most hardware manufacturers including Apple, ASUS, Dell and Lenovo.)<\/p>\n

Other experts say that how effectively HP is integrating AI into its offerings still remains to be seen. \u201cThe real test for HP is whether AI becomes an organising principle for the business, rather than a feature layered onto an existing portfolio,\u201d says Tan Joo Seng, an associate professor of strategy, international business and entrepreneurship at Singapore\u2019s Nanyang Technological University (NTU). \u201cPutting an AI label on a PC is relatively easy, but using AI to fundamentally change the customer proposition is much harder.\u201d<\/p>\n

Boyle admits that take-up of AI PCs is also uneven across Asia, and remains weak in the region\u2019s more traditional markets. \u201cJapan, for example, is a lot more conservative,\u201d he explains. \u201cOrganizations are waiting for strong proof points before they adopt the tech.\u201d<\/p>\n

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AI PCs also cost 10% to 30% more than regular PCs, given that they come with a built-in neural processing unit (NPU).\u00a0<\/p>\n

Boyle argued, however, that AI PCs are a worthy investment, especially as today\u2019s companies face mounting token costs. Even running smaller AI tasks locally could curb the mounting cost of tapping third-party AI providers. \u201cCloud and token costs were not a part of IT budgets just a few years ago,\u201d he said. \u201cBut they\u2019re costs people now have to think about.\u201d<\/p>\n

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Edge AI devices also come with other benefits, like reduced latency and added security. Since AI processing is moved from the cloud to onboard hardware, network transit time and round-trip delays are eliminated, allowing for near-instantaneous response. \u201cFrom an IP perspective, many companies are very wary of putting things into the cloud,\u201d Boyle remarked, adding that AI PCs reduce such risks by housing data locally.<\/p>\n

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Earlier this year, HP debuted HP IQ, an on-device virtual assistant built on a 20-billion-parameter model that runs entirely on a device, rather than in the cloud. In Boyle\u2019s eyes, that reflects the pace at which HP expects customers to adopt AI. \u201cPeople and agents will be running models 24\/7, and having a virtual assistant working round-the-clock for you will become commonplace in the next 12 to 18 months,\u201d he said.<\/p>\n

Musician at heart<\/h2>\n

For all his talk of AI PCs and edge computing, Boyle is, at heart, a musician. While in HP\u2019s Australia office, he joined a band called Paper Jam, a cheeky reference to what happens when a sheet of paper gets stuck in a printer tray.<\/p>\n

Boyle still composes a song every year, which his staff then performs. This year, he turned to Wubble AI to craft a track called \u201cGreater Asia will amaza ya,\u201d feeding the tool prompts like \u201cenergetic,\u201d \u201canthem,\u201d and \u201crock.\u201d<\/p>\n

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\u201cI made the song in literally three minutes\u2014and everyone can\u2019t get it out of their heads,\u201d Boyle said. But for him, the technology only gets the process so far. \u201cThe song\u2019s only good because it\u2019s got human performance, which actually makes it meaningful.\u201d<\/p>\n

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Michael Boyle will be speaking at the Fortune Leaders Forum, held in Macau on Sep. 8.\u00a0Learn more here!<\/em><\/p>\n

In Fortune\u2019s \u201cAsia Agenda\u201d column, released at least twice a month, we speak with Asia\u2019s top business leaders about how they are building for the future and the lessons they\u2019ve drawn from leading companies in one of the world\u2019s fastest growing and most dynamic regions. Explore all of\u00a0our profiles here.<\/em><\/p>\n

Read more The Pentagon is giving 3 million military and civilian workers access to ChatGPT and Grok through a secure AI platform built for \u2018warfighter needs\u2019<\/a><\/p>\n

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