She told shareholders the company will make a "big technology announcement" that month around how it will approach a market that has excited the imagination of investors and consumers. Many wondered why HP, the largest of several printer-making companies from Canon to Xerox, seemed to be ignoring 3D printing. Many just assumed it was another one of HP’s cock-ups.
Whitman said there were limitations involved with the quality of substrates used in the process, which affects the durability of finished products. Now HP had fixed the problem it could go full steam ahead. She thinks that the bigger market is going to be in the enterprise space, manufacturing parts and prototypes in ways that were not possible before.