The Carly Fiorina era at Hewlett Packard ended Feb. 8. Much of
the coverage has focused on her charismatic style and her rapid
rise from senior sales executive at AT&T to the
highest-profile woman executive in corporate America.
Fiorina's removal was unexpected, though not shocking. Shares
of HP stock dropped 50 percent during her six-year reign. (The
Nasdaq dropped 20 percent in the same period.) Still, many
analysts expected that she would be given at least till the end of
2005 to execute her vision of a merged HP-Compaq as a serious
competitor to Dell in PCs, and to IBM in corporate systems
integration and outsourcing.
HP had a profitable 2004, primarily because of the
profitability of its printer and imaging business. But the
computer manufacturing division, though now nearly as large as
Dell in revenue, remains far less profitable. The new giant cannot
compete with Dell's low-cost model any more than HP and Compaq did
separately.
At Dell, which began as a mail-order operation in Michael
Dell's University of Texas dorm room, a PC is built only after a
customer has ordered it. Components are purchased from suppliers
on a "just-in-time" basis, cutting out the depreciation
of parts and PCs that plague the rest of the industry.
The final straw in Fiorina's departure might have been Fortune
magazine's Feb. 7 cover story, "Why Carly's Big Bet Is
Failing."
The article, by veteran business writer Carol Loomis, used a
simple but devastating investment analysis -- commonly associated
with Warren Buffett, with whom Loomis has close ties -- to
illustrate how much shareholder value HP lost by acquiring Compaq
in 2002.
"The fundamental and overpowering problem here,"
Loomis writes, "is that HP's shareholders paid $24 billion in
stock to buy Compaq. ... [In effect] HP sold about 37 percent of
its assets to the Compaq crowd. Among those assets is that gem of
a printer business, whose 40 percent market share [according to
IDC] makes it one of the great franchises in the world. To sum up
the damaging mathematics: In the beginning, the old HP
shareholders owned 100 percent of the printer business. After the
merger, they owned only 63 percent."
What could HP have done to be profitable? From the unromantic
mind-set of 2005, HP might have been best off pursuing a niche
strategy, investing in profitable businesses such as printing and
imaging, and retaining the profitable instrument division, rather
than spinning it off as an IPO into Agilent. This would have
involved gradually stepping away from the low-margin PC market, as
IBM has done.
More than ever, the long-term trends of the IT industry are
becoming clear. During the past 15 years, computer hardware has
imploded as an independent, profitable industry, one segment at a
time. The mainframe manufacturers went first, followed by
mini-computers, supercomputers, PCs and workstations. Each was
devastated when its products became commodities, plastic shells
that contained advanced chips and software from other companies.
The flat margins of nearly all hardware vendors, aside from
Dell, suggest that HP's problems in the PC market are not those of
execution, but of continuing to farm once-fertile but now-barren
markets.
Under Fiorina, HP sought to replicate IBM's success in
transitioning from a struggling technology vendor to a profitable
services provider with deep technology expertise. And HP has had
several big wins in corporate outsourcing -- such as the $3
billion, 10-year contract signed in 2003 to manage Procter &
Gamble's IT and back-office systems.
But the rapidly expanding outsourcing industry is also
experiencing growth pains, with profit margins being driven down
by offshoring and the structure of long-term contracts. HP has
potential as an outsourcer, but a more difficult path to success
than IBM.
IBM's success is arguably attributable to its positioning
itself as an IT "conglomerate," the General Electric of
its industry. Much as GE uses its Financial Services as the
"glue" that stabilizes and adds value to its capital
equipment businesses, IBM uses its long-term outsourcing and
services contracts to insulate profitable product lines, such as
enterprise software and mainframe hardware, from short-term market
pressures.
HP does not compare with IBM in the depth of its R&D and
product portfolio, or have IBM's decades-long record of managing
complex, enterprise systems for global Fortune 500 companies.
Nobody does.
What will HP do now? There is still value in the printing
business and potential in services. But the future of the HP's
computing businesses is bleak.
In the 1990s, HP, Compaq, DEC and Sun were wildly successful
computer vendors, and PeopleSoft and Informix were blue-chip
software firms. Aside from HP and Sun, they are no longer
independent firms. Neither are the Minnesota computer giants --
Sperry, Control Data and Cray.
As much as anything, HP's quandary is a comment on the
unforgiving nature of the information technology industry.
Retailers that fail usually fail over the course of decades, after
a long series of missteps. IT vendors, in contrast, can fall once
and never recover, declining at as drastic a pace as they once
grew.