The Business Year

Inés Bermejo

- Telecoms & IT

Inés Bermejo

Managing Director, HP Iberia

Bio

Inés Bermejo is Managing Director of HP Spain and Portugal since November 2022. From this position she leads the business of the US multinational in the region and is responsible for leading the strategic transformation of the company and prepare it for the future with the aim of connecting people and businesses through digitization generating a positive impact on society. With an extensive professional experience of 25 years at HP, she has held various management positions in the areas of sales, finance, operations and business unit management for Spain and Portugal. In the last few years before taking up her new position, she continued her international development as supplies manager for the Europe, Middle East and Africa region, as well as most recently managing the printing business unit for Southern Europe. She was born in Madrid and is the mother of three children. She holds a degree in Business Administration from CEU San Pablo University and in Law from UNED and has a Digital Business Executive Program (DIBEX) on digital transformation from ISDI. Committed to the development of people as a business-transforming asset, she is also passionate about innovation and a fervent advocate of diversity and sustainability, and demonstrates this every day by promoting programs and initiatives aimed at reducing the gender gap, environmental sustainability, and promoting education and digital equity from HP. She also actively participates in various associations and foundations such as Fundación I+E, Cotec, DigitalES, Ametic CEOS for Diversity and Fundación Seres. She is an independent board member of APD and Bodegas Riojanas S.A.

"HP is a company known for its innovation. From inception, it not only planted the seed of innovation in Silicon Valley, but also shaped modern corporate culture."
TBY talks to Inés Bermejo, Managing Director of HP Iberia, about the Spanish market, digital transformation, and goals for the coming year.
What were the key milestones in HP’s journey in the Spanish market?

HP is a company known for its innovation. From inception, it not only planted the seed of innovation in Silicon Valley. but also shaped modern corporate culture. This includes fostering innovation, trusting employees, and creating an environment where people can reach their full potential. In Spain, HP’s journey began more than 50 years ago as a sales office. Over time, it evolved into one of the most significant innovation centers outside the US. Today, HP Spain is a multinational hub with nearly 3,000 employees, focusing on R&D for large format and 3D printing, along with various global functions. HP Spain is recognized for its impactful innovation across many segments and verticals. It is also known as a school of talent, producing not only key executives for HP, but also for many other companies. Many industry leaders have either worked at HP or developed their careers here. HP’s commitment extends beyond business growth to making a significant impact on the community, society, and other businesses.

What are the latest updates from the Digital Manufacturing Center of Excellence in Barcelona?

It started as a factory and evolved into a multinational hub. It now encompasses worldwide centers, R&D centers, and various functions based in Barcelona, but serving the global market. We have about 2,500 employees from over 65 nationalities working across these functions, creating more than 150 patents per year. It is truly a center of innovation and creation, with a significant footprint in Barcelona and close collaboration with global centers. Spain has proven to be a strong market presence, making it an attractive location for talent due to its competitive workforce. This talent thrives within the culture established by our founders, focusing on innovation closely tied to our customers and partners. Spain’s size makes it ideal for testing and implementing new innovations and processes in close collaboration with customers and partners. In addition to our Barcelona hub, we have developed other centers across the country, including in Leon, Salamanca, and recently Valencia. We also refurbished a historic, 14th century building in Barcelona into a digital experience center aimed at developing digital services.

Which factors contribute to HP’s dominance in the PC market in Spain, with an almost 30% market share?

HP has a rich history of innovation ingrained in our core operations. In Spain, our primary focus is maintaining close ties with customers and partners to understand how our technology can drive their business transformations. Today, technology is fundamental to every company, effectively making each one an IT company in its own right. Our role is to assess each customer’s stage of technological adoption and provide solutions that align with their needs. We prioritize cultivating relationships beyond transactional interactions, which forms the basis of our strong market presence. We support customers across diverse domains, including PC and print solutions, security, sustainability, and enhancing value propositions. With our R&D capabilities rooted in Spain, we bridge innovation directly to market demands. While products and innovation are pivotal, our people are central to our achievements. They engage directly with customers, grasp market dynamics, and align these insights with our offerings.

How do you perceive the current digital transformation of Spanish businesses?

We are living in a historic moment of innovation and, as a technology leader, I am excited to be part of this journey. At HP, we are committed to leveraging emerging technologies to drive profound transformations for our customers and partners. Our task at HP is to understand each customer’s specific needs and determine which technologies will best serve them. Personalization of services is crucial, helping companies enhance productivity, transform businesses, and improve user experiences. This also aids in attracting and developing talent.
Sustainability is a key focus, with personalized solutions helping companies adopt environmentally responsible practices. Security is another critical area, especially with the rise of hybrid work. We integrate device and product security with multiple layers of service security to protect against potential threats. The hybrid work model, accelerated by the Pandemic, requires companies to adapt to flexible workforces and transformed workplaces. We assist in creating collaborative spaces equipped with the right technology for seamless operations. In Spain, where SMEs comprise 97% of businesses, tailored technology solutions are essential. Providing the right ecosystem, including training, financing, security, sustainability, and automated tools, is vital for their success.

What are your key goals and priorities for HP Spain for the upcoming year?

My aspiration is for us to integrate various technologies into concrete solutions for our customers, helping them in their transformation journeys at their own pace and in ways that meet their needs. We aim to enhance the competitiveness of our SMEs, enabling them to thrive and contribute to the country’s growth. We also aim to continue attracting investment and transforming it into innovation for Spain. We plan to partner with the right associations and influence government regulations, actively contributing to the country’s success. Sustainability remains a top priority, ensuring that no one is left behind. As a technology leader, we have a responsibility to support both large and small companies, as well as individual consumers. This commitment extends to impacting communities and bridging the digital divide, providing the right tools, solutions, and programs so that everyone benefits.

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