Hewlett-Packard said on Wednesday it plans to stop manufacturing its own cameras, instead hoping to find a partner to make cameras that can sell under the HP brand.
The company said the move will result in a $30 million pre-tax charge during the fourth quarter. It said it intends to continue to sell HP-made cameras through the holiday season with hopes of lining up a hardware maker to start making HP-branded cameras in the first half of next year.
"This shift in strategy is intended to enable HP to accelerate its investment in Print 2.0 initiatives," HP said in a statement. "These include furthering HP's leadership position in home photo printing and online photo services, while accelerating the company's retail photo-finishing business."
The company broke into the market several years back and made a name for itself chiefly by offering cameras that offered the same number of megapixels at a lower cost than rivals.