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Product Messaging: ThinkPad E Series. March 2013 Version 10. Brand Architecture & Positioning. ThinkPad SMB Brand P ositioning. BRAND ARCHITECTURE. Lenovo Brand Positioning Technology For Those Who Do

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thinkpad smb brand p ositioning
ThinkPad SMB Brand Positioning

BRAND ARCHITECTURE

Lenovo Brand Positioning

Technology For Those Who Do

We design tools for those who are driven by accomplishment. Those who live for the opportunity to roll up their sleeves, achieve great feats, and leave their mark on the world. We make the tools. You make them do.

ThinkPad SMB(S&E Series) Brand Positioning

‘Do Machines’ for Small and Medium-sized Businesses

  • Succeed with Style
  • Dependable performance in the boardroom, at the café, or behind a desk. The sleek, progressive design turns heads and makes a lasting impression.
  • Time is Money
  • Built-in features and services drive down immediate and long-term costs. These products empower employees and businesses to get more out of each day- more uptime, more efficiency to get more done.
  • Innovate with Focus
  • Every tool is carefully developed with the intent to ensure an enhanced experience for small business customers. Products are built for everyday achievers, who favor streamlined usable features over complex functionality. This way, they are more productive.

Lenovo

Technology For Those Who Do

Do Machines for

small and medium-sized businesses

Do Machines for

large businesses

Do Machines for consumers

Inspire Creativity

Simplify

Go the Distance

Captivate & Entertain

Succeed with Substance

Time is Money

Innovate with Intent

Succeed with Style

Time is Money

Innovate with Focus

Do Machines for anywhere

thinkpad smb messaging framework
ThinkPad SMB Messaging Framework

Succeed with Style

Time is Money

Innovate with Focus

  • Clean progressive design
  • Modern accents and finishes
  • Eco-friendly construction
  • Great, simple user experience
  • Latest technology and graphics
  • Industries best and support
  • ThinkPad reliability and solid build
  • Data security
  • LSSB and SMB functions
  • Lenovo OneLink Technology
  • Lenovo Motion Control

Description

  • High Performance
  • Impressive Design
  • Making Human–Computer communication more smart

Dimension

  • Improved Business Security and Manageability
  • Increasing efficiency in mobile business time
thinkpad e series product p osition
ThinkPad E Series Product Position

Target audience / Product needs

ThinkPad E Series

Commercial SMB

  • Professional Office Manager
  • Devices that work well together
  • Progressive designs that represent us
  • High quality you can see and feel
  • Store Owner
    • Productive and affordable
    • Avoid issues with viruses or malware
    • Well built system I can count on

Premium Consumer

  • Student (Secondary option)
  • Enough power to run my favorite apps
  • Long battery life
  • Durable enough to last through my college years
  • Affordable
jan 2013 survey what was the most important factor when purchasing a notebook
Jan 2013 Survey: What was the most important factor when purchasing a notebook?

High Performance

  • Improved Business Security and Manageability
  • Increasing efficiency in mobile business time
  • Making Human–Computer communication more smart
  • Impressive Design

'Based on SpiceworkSurvey Jan 2013 data'

more findings
More Findings

Security & Manageability

Changing SMB needs, especially empowering mobile workers with the reliance on cloud resources, have made security an important focus for growing companies.

-------Ray Boggs,

Vice President of IDC

Both small and medium businesses identify security and manageability as a key IT investment priority.

About 19%of small firms (under 100 employees) cite improving security and security management as key IT spending priorities.

This percentage almost doubles to 36%among medium-sized firms (100-999 employees).

'Based on IDC report 2012 data'

more findings1
More Findings

Smart Communication

Features such as gestureand voice command for mobile devices will keep growing, making it an easier and better user experience.

Survey results show that nearly 40%of enterprises are seeking bundled mobile application development integration and testing services.

'Based on IDC report 2012 data'

more findings2
More Findings

Mobile Efficiency

There is no doubt that in the next 1-3 years, there will be more mobile devices connected to the office PC for data sharing. This will improve office efficiency and has become a significant feature in mobile computing.

-------Bob O'Donnell, Analystof IDC

In 2013,1.2 billionpeople will be part of the mobile office model, accounting for 35% of the total office models. Based on the needs of mobile workers and the need for better equipment, NFC and new connection technology will rapidly develop. More than50% of the companies surveyed believe NFC has broad application uses in the workplace. 13% of the companies surveyed indicated that they would consider moving to a NFC program in the next 12 months.

'Based on IDC report 2012 data'

what s new thinkpad e431 e531
What’s New—ThinkPad E431 & E531
  • Performance
  • Design
  • Technology
  • Security and Manageability
  • Communication
  • Mobile Efficiency
  • Intel 3rd Generation SV Processor up to i7
  • NVIDIA GeForceNV14P-GV2 GT740m+ 2GB VRAM Discrete Graphic
    • Windows 8 Pro or Standard
  • Aggressive 3 mm thinner and simple professional design that looks thin
  • Windows 8 optimized keyboard with Mic Mute, Speaker Mute and Fn Key status LEDs. Function row keys can dynamically be changed from direct to classic function
  • All E531 keyboards have a numeric keypad
  • Lenovo Solutions for Small Business powered by Intel Small Business Advantage
  • Lenovo Cloud Storage by SugarSync
  • Anti-Theft Technology
  • Extend warranty for up to 4 years
    • Lenovo OneLink Technology
  • Bluetooth + WLAN. WWAN optional
    • Up to 6 hours battery MM2012 Win8; Up to 8 hours battery MM2007 Win7(All day computing allows you to stay connected)
  • Optional Touch Screens on E431 HD & HD+ Display, and E531 HD LCD Display
  • Stylish 5 Button Click Pad optimized for Windows 8 Gestures
  • Dolby Advanced Audio v2 for Premium Sound
  • Improved Microphones support Voice Recognition and improves VOIP experience
thinkpad e431
ThinkPad E431

Positioning statement

Thinner design notebook with ThinkPad quality and performance, top security and mobile features

Selling points

  • Strong performance, fast start up speeds, reasonably priced
  • Intel 3rd Generation SV Processors up to i7, 2013 NVIDIA Discrete Graphics, Maximum Memory up to 16GB, Maximum storage up to 1TB HDD &128 SSD, Optical Drivefor outstanding performance
  • ThinkPad’s famous security and reliability
  • LSSB, Award-Winning Keyboard, Anti-Theft Technology, extend award warranty for up to 4 yearsallowing you to work worry-free
  • Simple connection, efficient mobile performance
  • ThinkPad OneLink Dock, WLAN and Bluetooth standardfor a rich mobile experience
  • Interactive Design
    • Optional Touch Screens on HD & HD+ Display, 5 Button Clickpadsupporting for Windows 8 Gesturesfor more interesting and efficient performance
  • Portable and Stylish Design
  • Aggressive 3 mm thinner and simpler professional design

KEY SPECS

  • Intel Chief River PGA Pentium, Celeron i3, i5, i7, Huron River i3-SMB0
  • 14” HD Vibrant View and Antiglare Display 200 nit or 14” HD+ Antiglare Display 250nit, optional touch screen on HD and HD+ Display
  • Integrated Intel HD Graphic 4000/4000, NVIDIA GeForce NV14P-GV2 GT740M + 2GB VRAM
  • 16GB Max DDR3, up to 1TB 5400 RPM HDD, 128GB SSD
  • Up to 6 hours battery MM2012 Win8; Up to 8 hours battery MM2007 Win7(with 62 Whr Battery Safeguard Hardware Authentication)
  • 30 Day standby, 2 second resume
  • Gigabit Ethernet, Bluetooth + WLAN. WWAN optional
  • 2xUSB 3.0, 1x USB 2.0 (Always on), RJ45, 4-in-1 slot, VGA, HDMI, LenovoOneLink Technology

Product Price

E431 starts at $499

thinkpad e531
ThinkPad E531

Positioning statement

Stylish design and fast start up speeds with ThinkPad’s performance and quality.

Selling points

  • Strong performance, fast start up speeds , reasonably priced
  • Intel 3rd Generation SV Processors up to i7, 2013 NVIDIA Discrete Graphics, Maximum memory up to 16GB, Maximum storage up to 1TB HDD &128 SSD, Optical drivefor outstanding performance
  • ThinkPad’s famous security and reliability
  • LSSB, Award-Winning keyboard, Anti-Theft Technology, extend award warranty for up to 4 years for security and manageability
  • Simple connection, efficient mobile performance
  • ThinkPad OneLink Dock, WLAN and Bluetooth standard for a rich mobile experience
  • Interactive Design
    • Optional touch screens on HD display, 5 button clickpadsupporting Windows 8 gestures for more interesting and efficient performance
  • Portable and Stylish Design
  • Aggressive 3 mm thinner and simpler professional design
  • KEY SPECS
  • Intel Chief River PGA Pentium, Celeron i3, i5, i7, Huron River i3-SMB0
  • 15.6” HD Antiglare Display 200 nit or 15.6” FHD Antiglare Display 300nit, Optional touch screen on HD Display
  • Integrated Intel HD Graphic 4000/4000, NVIDIA GeForceNV14P-GV2 GT740M + 2GB VRAM
  • 16GB Max DDR3, up to 1TB 5400 RPM HDD, 128GB SSD
  • Up to 6 hours battery MM2012 Win8; Up to 8 hours battery MM2007 Win7(with 62 Whr Battery Safeguard Hardware Authentication)
  • 30 Day standby, 2 second resume
  • Gigabit Ethernet, Bluetooth + WLAN. WWAN optional
  • 2xUSB 3.0, 1x USB 2.0 (Always on), RJ45, 4-in-1 slot, VGA, HDMI, Lenovo OneLink Technology

Product Price

E531 starts at $499

thinkpad e431 e531
ThinkPad E431 & E531

WHO IS THIS PRODUCT FOR AND WHY?

CONSUMER NEEDI need a high-performance notebook with full functions; it needs to be reliable, durable, secure and tailor made for my work.

COMMON USES

Every day office use, routine maintenance, connects to variety of devices, data transfer and backup

PAIN POINTS & SOLUTIONS

  • Computer operations haven’t changed, making it less innovative as smart phones or tablets
  • My laptop is too slow, making me inefficient
  • I always have to bother the IT Staff and worry about data loss, making it difficult to be mobile
  • The old, rigid design makes working less enjoyable
  • I always have to carry around so many cables, making it very inconvenient
  • Optional Touch Screens on E431 HD & HD+ Display, and E531 HD LCD Display
  • Stylish 5 Button Click Pad optimized for Windows 8 Gestures
    • Improved Microphones support Voice Recognition and improves VOIP experience
  • Intel 3rd Generation SV Processors up to i7
  • Maximum Memory up to 16GB, Maximum storage up to 1TB HDD &128 SSD
  • NV14P-GV2 GT740M + 2GB VRAM
  • Lenovo Solutions for Small Business powered by Intel Small Business Advantage
  • Anti-Theft Technology
  • Lenovo Cloud Storage by SugarSync
  • Thinner and simpler professional design
  • Numeric keypad
  • Windows 8 optimized keyboard with Mic Mute, Speaker Mute and Fn Key status LEDs.
  • ThinkPad OnelinkDock
  • Bluetooth + WLAN. WWAN optional
    • Up to 6 hours battery MM2012 Win8; Up to 8 hours battery MM2007 Win7(All day computing allows you to stay connected)
slide19

Portfolio Position – Price Band Segment

V Series

S Series

T/X Series

E Series

  • 14”, 15”
  • Touch screen
  • 21mm
  • Integrated or Mainstream discrete GFX
  • Starting @ $699
  • 14”
  • Touch screen
  • 21, 26mm
  • Integrated or performance discrete GFX
  • Starting @ $599
  • 12.5”, 14”, 15”’
  • 18-26mm
  • Mil Spec Tested
  • Premium Materials
  • Enterprise Docking
  • Integrated or performance discrete GFX
  • Long-life MTMs
  • Starting @ $749
  • 14” & 15”
  • Touch screen
  • 26mm
  • Optical Drives
  • Integrated or Mainstream discrete GFX
  • Starting @ $499

M Series

E Series

  • 14” & 15”
  • 23, 26mm
  • Optical Drives
  • Integrated or Mainstream discrete GFX
  • Starting @ $449

B Series

  • 14” & 15”
  • 32mm
  • Optical
  • Integrated or entry discrete GFX
  • Starting @ $299
  • 11” & 13”
  • Touch screen
  • 23mm
  • Integrated or Mainstream discrete GFX
  • Starting @ $399

Regional Product

Regional Product

E431 & E531

elevator pitch
Elevator Pitch
  • The ThinkPad E Series:
  • Built for growing businesses
  • ThinkPad durability and reliability。
  • More thinner and simpler than the classic ThinkPad
  • Increased efficiency in mobile business with best connectivity
  • Human–Computer communication with various input methods

Start here:

If you had just 30 seconds to describe the product

  • Mainstream performance
  • Improved Business Security and Manageability
  • Reasonable price

Add:

If you had to write a short paragraph as part of an introductory note to a customer

  • Feature functions:
  • ThinkPad OneLink Dock
  • Optional touch screen
  • LSSB
  • Fully optimized for Windows 8

Add:

If you had to elaborate further. For example, to include this as part of a channel brochure

key stakeholder messages1
Key Stakeholder Messages

Sales/Channel

Managed Service Providers (MSPs)

innovative technology for e series
Innovative Technology for E Series

Lenovo OneLinkTechnology

  • Increasing efficiency in mobile business time

LSSB

  • Improving Business Security and Manageability

Native Video

USB 3.0

Notebook Power

  • Making Human–Computer communication more smart

Quick Cast / Control / Display

Available on Sharkbay platform

  • Innovative Technology, Growing Business
improving business security and manageability
Improving Business Security and Manageability
  • After-Hour Maintenance
    • Allows you to focus on DOING during the day by moving all maintenance tasks to after hours
  • Software Monitor
    • Maximizes security by ensuring that safety software are fully functional
  • USB Blocker
    • Gives the control back to the business by allowing you to fully manage USB data transfers
  • Data Backup & Restore
    • Backs up your files regularly so loss of time and data is minimized
  • Energy Saver
    • Cuts down your energy costs and helps you do your bit to save the planet

Why New LSSB?

Lenovo Solutions for Small Business

increasing efficiency in mobile business time
Increasing efficiency in mobile business time

ThinkPad OneLink Dock

Features/Benefits

  • Features Lenovo OneLink, found only on ThinkPad
    • One cable does it all with no compromise in performance.
    • Digital video + USB 3.0 + Gigabit Ethernet + Power = One Cable.
  • Only competitor is Thunderbolt which does not charge your notebook and is 3x more expensive.
  • Available in multiple colors to amplify and match your system!

Tech Specs

  • 2x USB 3.0 (one with always-on charging) , 2x USB 2.0
  • 10/1000 Gigabit Ethernet
  • HDMI
  • Stereo/Mic Combo Port
  • Power button mirroring for notebook
  • Currently compatible with all mainstream 2013 ThinkPad Edge models

Your Link to Simplicity.

Dock and Power Your Notebook with a Single Cable.

One cable does it all with no compromises in performance. This means you are OneLink away from dedicated video, USB 3.0, power and all of your necessary accessories.

slide28

Making Human–Computer communication more smart

One Tap to Quick Cast / Control / Display

  • Quick Cast:
  • Share your data with others without cable or flash drive
  • Quick Control:
  • Control your Ultrabook with mobile phone.
  • Quick Display:
  • Simple pairing, no more fumbling trying to find a cable or sync resolution with your Ultrabook.

Available on Intel Sharkbay platform