1. technology and computing
2. hardware
3. computer
4. portable computer
5. laptop

1 •
© 2011 Lenovo Confidential. All rights reserved.
Brand Architecture & Positioning
2 •
© 2011 Lenovo Confidential. All rights reserved.
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.
Do Machines for
Do Machines for
Do Machines for
Time is Money
small and mediumlarge businesses
consumers
• Built-in features and services drive down immediate and long-term
sized businesses
Inspire Creativity
costs. These products empower employees and businesses to get
Succeed with
Simplify
Succeed with Style
more out of each day- more uptime, more efficiency to get more
Substance
Go the Distance
Time is Money
done.
Time is Money
Captivate
&
Entertain
Innovate
with
Focus
Innovate with Intent
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
Do Machines for
features over complex functionality. This way, they are more
anywhere
productive.
© 2011 Lenovo Confidential. All rights reserved.
•
Lenovo
Technology For Those Who Do
3
ThinkPad SMB Messaging Framework
Dimension
Description
Succeed with Style
•
•
•
Clean progressive design
Modern accents and finishes
Eco-friendly construction
Time is Money
•
•
•
Great, simple user experience
Latest technology and graphics
Industries best and support
Innovate with Focus
•
•
•
•
•
ThinkPad reliability and solid build
Data security
LSSB and SMB functions
Lenovo OneLink Technology
Lenovo Motion Control
High Performance
Impressive Design
4 •
© 2011 Lenovo Confidential. All rights reserved.
Making Human–Computer communication more smart
Improved Business Security and Manageability
Increasing efficiency in mobile business time
Target Audience
5 •
© 2011 Lenovo Confidential. All rights reserved.
ThinkPad E Series Product Position
Target audience / Product needs
Premium Consumer
Commercial SMB
ThinkPad E Series
6 •
© 2011 Lenovo Confidential. All rights reserved.
Professional Office Manager
Store Owner
• Devices that work well
together
• Progressive designs that
represent us
• High quality you can see and
feel
• Productive and affordable
• Avoid issues with viruses or
malware
• Well built system I can count
on
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?
64%
Inceased speed
High Performance
58%
Improved security
Improved Business
Security and
Manageability
44%
Improved manageability
Increasing
efficiency in
mobile
business time
35%
Better integration with smartphones and tablet
Making Human–Computer
communication more
smart
Enhanced touchscreen capabilities
35%
27%
Better user interface with voice and gesture
Impressive
Design
19%
Impressive Design
0%
7 •
© 2011 Lenovo Confidential. All rights reserved.
'Based on Spicework Survey Jan 2013 data'
10%
20%
30%
40%
50%
60%
70%
More Findings
About 19% of small firms (under 100 employees) cite
improving security and security management as key IT spending
priorities.
Changing SMB needs,
especially
empowering mobile
workers with the
reliance on cloud
resources, have made
security an important
focus for growing
companies.
This percentage almost doubles to 36% among medium-sized
firms (100-999 employees).
-------Ray Boggs,
Vice President of IDC
Security & Manageability
Both small and medium businesses identify security and
manageability as a key IT investment priority.
8 •
© 2011 Lenovo Confidential. All rights reserved.
'Based on IDC report 2012 data'
More Findings
Smart Communication
Features such as gesture and 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.
9 •
© 2011 Lenovo Confidential. All rights reserved.
'Based on IDC report 2012 data'
More Findings
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,
Analyst of IDC
10 •
© 2011 Lenovo Confidential. All rights reserved.
'Based on IDC report 2012 data'
Mobile Efficiency
In 2013,1.2
billion people 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 than
50% 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.
Driving Factors Behind User Purchases
High
Performance
Impressive
Design
Commerci
al SMB &
Premium
Consumer
Making
Human–
Computer
communication
more smart
11 •
© 2011 Lenovo Confidential. All rights reserved.
Improved
Business
Security and
Manageability
Increasing
efficiency in
mobile
business time
The E Series line of products
12 •
© 2011 Lenovo Confidential. All rights reserved.
Introducing the E Series
ThinkPad E Series
Models: E531 & E431
Series Positioning: Full function with thinner and simpler design, latest human-computer interaction technology and security
features to help you succeed.
What it is:
• Thinner and simpler professional design
• Mainstream performance with Intel 3rd Generation SV Processors & 2013 NVIDIA Discrete Graphics, Max HDD and Memory
• Solution built for SMB，Offer improved security, manageability and service
• ThinkPad reliability and durable quality
What it is not:
• Performance laptop (recommend ThinkPad T/X)
• Netbook (recommend IdeaPad S series)
• Value SMB offering (recommend Lenovo B series)
Series wow features:
• Intel 3rd Generation SV Processor up to i7
• NV14P-GV2 GT740m+ 2GB VRAM Discrete Graphic
• Lenovo OneLink Technology
• Lenovo Cloud Storage by SugarSync
• Aggressive 3mm thinner professional design
13 •
© 2011 Lenovo Confidential. All rights reserved.
ThinkPad E431 & E531
14 •
© 2011 Lenovo Confidential. All rights reserved.
What’s New—ThinkPad E431 & E531
Technology
Performance
• Intel 3rd Generation SV
Processor up to i7
• NVIDIA GeForce
NV14P-GV2 GT740m+
2GB VRAM Discrete
Graphic
• Windows 8 Pro or
Standard
Design
Security and
Manageability
• Aggressive 3 mm
thinner and simple
professional design
that looks thin
• Lenovo Solutions for
Small Business powered
by Intel Small Business
Advantage
• 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
• Lenovo Cloud Storage
by SugarSync
• All E531 keyboards
have a numeric keypad
15 •
© 2011 Lenovo Confidential. All rights reserved.
• Anti-Theft Technology
• Extend warranty for up to
4 years
Mobile Efficiency
• 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)
Communication
• 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
Positioning statement
Thinner design notebook with ThinkPad quality and performance, top security and mobile features
Selling points
Design
5
4
3
2
1
0
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 Drive for outstanding performance
ThinkPad’s famous security and reliability
• LSSB, Award-Winning Keyboard, Anti-Theft Technology, extend award warranty for up to 4 years allowing you
to work worry-free
Simple connection, efficient mobile performance
• ThinkPad OneLink Dock, WLAN and Bluetooth standard for a rich mobile experience
Interactive Design
• Optional Touch Screens on HD & HD+ Display, 5 Button Clickpad supporting for Windows 8 Gestures for more
interesting and efficient performance
Portable and Stylish Design
• Aggressive 3 mm thinner and simpler professional design
Mobile
Efficiency
Security&Mana
geability
Performance
Communication
KEY SPECS
16
• 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
1x USB
©•2011
•
Lenovo3.0,
Confidential.
All 2.0
rights(Always
reserved. on), RJ45, 4-in-1 slot, VGA, HDMI, Lenovo OneLink Technology
Product Price
E431 starts at $499
ThinkPad E531
Positioning statement
Stylish design and fast start up speeds with ThinkPad’s performance and quality.
Design
5
4
3
2
1
0
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 drive for 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 clickpad supporting Windows 8 gestures for more interesting
and efficient performance
Portable and Stylish Design
• Aggressive 3 mm thinner and simpler professional design
Mobile
Efficiency
Security&Mana
geability
Performance
Communication
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 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, Lenovo OneLink Technology
17 •
© 2011 Lenovo Confidential. All rights reserved.
Product Price
E531 starts at $499
ThinkPad E431 & E531
WHO IS THIS PRODUCT FOR AND WHY?
CONSUMER NEED
I 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
My laptop is too slow,
making me inefficient
• 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
18 •
© 2011 Lenovo Confidential. All rights reserved.
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
• 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.
I always have to carry
around so many cables,
making it very
inconvenient
• ThinkPad Onelink
Dock
• 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)
Computer operations
haven’t changed,
making it less
innovative as smart
phones or tablets
• 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
Portfolio Position – Price Band Segment
Value
Performance
Value
Ultraportable
Mainstream Performance
Stylish Performance
Enterprise Class
$1,199
T/X Series
$1,099
S Series
$999
$899
V Series
E Series
$799
M Series
$699
$599
$499
$399
E Series
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




$299
19 •
© 2011 Lenovo Confidential. All rights reserved.
14” & 15”
23, 26mm
Optical Drives
Integrated or
Mainstream
discrete GFX
Starting @ $449




14” & 15”
Touch screen
26mm
Optical Drives
Integrated or
Mainstream
discrete GFX
Starting @ $499





14”
Touch screen
21, 26mm
Integrated or
performance
discrete GFX
Starting @ $599




Regional Product
Regional Product
E431 & E531
14”, 15”
Touch screen
21mm
Integrated or
Mainstream
discrete GFX
Starting @ $699




12.5”, 14”, 15”’
18-26mm
Mil Spec Tested
Premium Materials
Enterprise Docking
Integrated or
performance discrete
GFX
 Long-life MTMs






Starting @ $749
Key Messages
20 •
© 2011 Lenovo Confidential. All rights reserved.
Elevator Pitch
Start here:
If you had just 30 seconds to
describe the product
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
•
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
Add:
If you had to elaborate further. For
example, to include this as part of a
channel brochure
21 •
© 2011 Lenovo Confidential. All rights reserved.
Feature functions:
•
ThinkPad OneLink Dock
•
Optional touch screen
•
LSSB
•
Fully optimized for Windows 8
Key Stakeholder Messages
ThinkPad E431 & E531
Bring press attention to :
• ThinkPad E431/E531 feature thinner and simpler professional design
• Providing users with features that make mobile computing easy and efficient
• Optional touch screen supports 10 point touch
Press
Product Feature：
• Intel 3rd Generation SV Processors up to i7
• Lenovo OneLink Technology
• LSSB
• Keyboard with Windows 8 Optimized shortcut keys
Position statement:
Full function with thinner and simpler design, latest human-computer interaction technology and security features to help you succeed.
Bring target audiences attention to ：
• Thinner design notebook featuring Thinkpad reliability to relieve you of any worries
Showcase scenarios that required：
• Full power computing, and environments where reliability is important。Such as showing how one doesn’t need the support of IT Staff
• Showcase technology and interactive features, such as Gesture Clickpad to increase efficiency
Marketing
Underscore the ThinkPad reliability and superior technology story
To meet the different needs of the SMB audiences. Incorporates ThinkPad’s quality, durability and security to give users peace of mind and
improve office efficiency. Features intelligent human-computer interaction technology to make work more convenient and brings new
experiences
22 •
© 2011 Lenovo Confidential. All rights reserved.
Key Stakeholder Messages
ThinkPad E431 & E531
Bring sales attention to :
• Integrated human-computer interaction technology, such as Touch Screen applications
• Mainstream price, but features extraordinary performance,
• Users can worry less about viruses and malware or securing business data
• More stylish than the classic ThinkPad with more color design
Sales/Channel
Underscore the ThinkPad’s high cost performance and stylish design story
ThinkPad E Series bring a new experience to work and life. The series offer consumers exceptional performance and reliable business
tools such as professional office solutions, cutting-edge software and hardware. Finally, the thinner and simpler appearance meets the
needs of users who want a sophisticated, but portable notebook
Bring MSPs attention to :
• Easy and efficient operating mode bring users peace of mind.
• The target customer is the Soho, shopkeepers, workplace managers, students and professionals at medium-sized offices (TBD)
Managed Service
Providers (MSPs)
Underscore the story that ThinkPad be the role as of a comprehensive computing solution
As of a comprehensive computing solution, the ThinkPad Edge series comes with Lenovo Solutions for Small Business system
management tools, award-winning customer support and choice of services that include leading warranty, Priority Support and accident
protection offerings. These, coupled with Lenovo’s innovative partner programs and favorable pricing, assure MSPs that there is an
Edge for each kind of professional in a small business environment. Stylish, slim design not only meets the aesthetic needs of the user,
but also their performance portability needs. (TBD)
23 •
© 2011 Lenovo Confidential. All rights reserved.
Innovative Technology for
ThinkPad E Series
24 •
© 2011 Lenovo Confidential. All rights reserved.
Innovative Technology for E Series
Lenovo OneLink Technology
LSSB
Improving
Business
Security and
Manageability
Increasing
efficiency in
mobile business
time
Making Human–
Computer
communication
more smart
Quick Cast / Control / Display
Available on Sharkbay platform
Innovative Technology, Growing Business
25 •
© 2011 Lenovo Confidential. All rights reserved.
Improving Business Security and Manageability
Why New LSSB?
Lenovo Solutions for Small Business
1. After-Hour Maintenance
−
Allows you to focus on DOING during the day by moving all
maintenance tasks to after hours
2. Software Monitor
−
Maximizes security by ensuring that safety software are fully
functional
3. USB Blocker
−
Gives the control back to the business by allowing you to fully
manage USB data transfers
4. Data Backup & Restore
−
Backs up your files regularly so loss of time and data is minimized
5. Energy Saver
−
26 •
© 2011 Lenovo Confidential. All rights reserved.
Cuts down your energy costs and helps you do your bit to save
the planet
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
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.
27 •
© 2011 Lenovo Confidential. All rights reserved.
•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
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
28 •
© 2011 Lenovo Confidential. All rights reserved.
29 •
© 2011 Lenovo Confidential. All rights reserved.
30 •
© 2011 Lenovo Confidential. All rights reserved.