Inés Bermejo – General Director HP Iberia
1.- What is HP’s mission, and what role does it play in driving digital transformation and technological innovation globally and in the Iberian market?
Since our founding, our mission has been to create technology that improves people’s lives. This guiding principle has fueled our position as a global leader in the technology industry. Our focus is on being the ideal partner for our clients and partners, powered by an R&D strategy that delivers purposeful innovation—solutions designed to help our customers become more resilient, productive, and sustainable.
In HP Iberia, we apply the same global philosophy through a local lens—supporting our customers in their digital transformation journey by combining the high performance of our devices with advancements in AI, industrial printing, and managed security services that strengthen today’s hybrid work environments.
2.- HP has been in Spain for over five decades. How has the company evolved, and what impact has it had on Spain’s digitalization and business competitiveness?
From our entry into Spain in 1971 with scientific calculators to today’s leadership in PCs and printing, HP has grown alongside the country. Over more than 50 years, our operations in Madrid, Barcelona, León, and Valencia have turned HP into both a recognized talent incubator and a birthplace for innovations with global impact.
Our expertise extends beyond technology—we develop top STEM talent, advance the circular economy, and accelerate the digitalization of thousands of small and mediumsized businesses. Our goal is to ensure that innovation reaches classrooms, supply chains, and the entrepreneurial spirit that powers the Spanish economy—not just research labs.
3.- What role does the Madrid region play in HP’s strategy for Spain and Europe?
Madrid is our headquarters for Iberia and a strategic hub for Europe. From our Las Rozas office, we coordinate sales, marketing, services, and more. Its proximity to regulators, universities, and major corporations makes the region a perfect testing
ground for initiatives that we later scale across the EMEA region.
4.- Why was Madrid chosen as one of HP’s strategic operations centers in the region? What were the decisive factors?
The decision was straightforward: a multicultural talent pool, world-class digital infrastructure, and strong air connectivity—reducing travel time to Palo Alto and to our European customers. Madrid also boasts a high concentration of tech companies,
startups, R&D centers, and top-tier universities, creating an ideal ecosystem for innovation and our business growth.
The region’s strong digitalization agenda and commitment to public–private collaboration further enhance its appeal for strategic projects related to the future of work, sustainability, and digital transformation.
5.- What competitive advantages does Madrid offer in terms of talent, technology infrastructure, connectivity, and business ecosystem for a leading technology company like HP?
Madrid has one of the largest concentrations of digital talent in Spain, producing over 20% of the country’s STEM graduates and hosting a rapidly expanding data center cluster. With more than 2,000 technology companies, the city provides an ideal
environment for co-creation.
HP is committed to strengthening this ecosystem by partnering with Madrid-based universities, offering internships and applied research programs, and leading initiatives such as STEM for Girls and Reinvent the Classroom, which inspire thousands
of students to pursue careers in science and technology.
This combination of emerging talent, advanced infrastructure, and strong public– private synergies makes Madrid a privileged location to drive high-value projects.
6.- Recently, HP has strengthened its focus on hybrid work solutions, sustainability, and secure AI-powered experiences. How can these technologies benefit Madrid’s businesses and its broader ecosystem?
Work is no longer tied to a single location—we now live in an increasingly hybrid world that requires tailored solutions. HP is developing tools to help organizations navigate this environment, enhance employee digital experiences, and increase productivity through AI, data analytics, and automation—anticipating and resolving issues, reducing digital friction, and ensuring secure, efficient operations.
This includes PCs with neural processing units that optimize performance while reducing energy consumption, and new printers equipped with quantum-resilient security to safeguard critical data. The result is higher productivity, a smaller carbon footprint, and stronger cyber resilience, freeing IT teams to focus on innovation.
By enabling these advances, HP not only supports organizational transformation but also strengthens Madrid’s business ecosystem—making it more competitive, sustainable, and ready for the challenges of the digital future.
7.- What are HP’s future plans for new programs, investments, or strategic projects in Spain, particularly in the Madrid region?
We look ahead with the conviction that technology, sustainability, and talent will continue to shape our decisions. We will maintain our commitment to applied research and public–private partnerships that allow us to anticipate the needs of both our customers and society.
In Madrid, we will keep fostering collaboration with universities, startups, and public institutions to accelerate digitalization and advance the circular economy. Our aim is for every investment to generate skilled jobs, reduce the sector’s environmental footprint, and position Spain as a European leader in open innovation.
8.- As a Madrid native and leader of HP Iberia, what does it mean to you personally and professionally to see Madrid emerging as a European technology and innovation hub?
Seeing my city transform into a hub of innovation is both a source of pride and a responsibility. Every skilled job we create here opens doors for the next generation of engineers and entrepreneurs. Leading from Madrid allows me to combine two passions: advancing technology with purpose and giving back to the place where I grew up—helping shape a more inclusive, sustainable future.
9.- From your local perspective, what advice would you give U.S. technology companies or investors considering Madrid as their entry point?
I would encourage U.S. tech companies and investors to see Madrid not only as a costcompetitive destination but as an innovative, open, and fast-growing ecosystem. The city offers access to highly skilled talent, a quality of life that attracts international professionals, and a strategic location for serving both Europe and Latin America.
Madrid also benefits from a strong institutional framework, with investment and digitalization support programs, and a dynamic network of innovation centers, universities, and technology partners. This environment fosters local partnerships and open innovation initiatives that can significantly accelerate a company’s market entry— boosting productivity from day one.