Workstations PC products are among the most profitable of the personal systems category. In Canada this category is largely lead by Apple. Among HP’s challenges for this segment were lack of brand awareness and recognition for Z by HP in general and specifically among the creator community, Millennials, and young professionals. Also, our low availability of mobile workstations options limited our ability to chase the broader market of Apple customers. The market for Workstations was a growing segment, however HP experienced a year over year decline. We focused on Creative Pros – Employed and Self-employed. This segment of creative thinkers and doers appreciate the value and specs that would ease their work. Our goal was to participate in events attended by this segment to encourage interactions with their peers and influencers, providing hands on experiences with Z by HP devices, allowing us to collect leads onsite at events through our HP Insider platform, nurturing authentic relationships with creators and adding value to their community.