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© 2011 Lenovo Confidential. All rights reserved.
Brand Architecture & Positioning
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© 2011 Lenovo Confidential. All rights reserved.
ThinkPad Edge 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 around them. We make the tools. You make them do.
ThinkPad Edge Brand Positioning
‘Do Machines’ for Small Business
Succeed with Style
Lenovo
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Technology For Those Who Do
Do Machines for
large business
Do Machines for
small business
Succeed with Substance
Time is Money
Innovate with Intent
Succeed with Style
Time is Money
Innovate with Focus
Do Machines for anywhere
Explore from Anywhere
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Do Machines for consumers
Inspire Creativity
Simplify
Go the Distance
Captivate & Entertain
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
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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, more done.
Innovate with Focus
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Every tool is carefully developed with purposeful intent
to ensure an enhanced experience for small business
customers. Products are built for everyday achievers,
and favor streamlined usability features over complex
functionality so that users are more productive.
ThinkPad Edge Messaging Framework
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© 2011 Lenovo Confidential. All rights reserved.
ThinkPad Edge product position
Target audience / Product needs
Business Individual
Commercial SMB
ThinkPad Edge S
SMB Senior Staff
Full featured
Stable & Reliable
Ideal for business needs
Stylish
Durable drop-down hinge
Elite SMB
Top class performance
Stable & Reliable
Stylish
Soft touch paint & Chrome Edge
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© 2011 Lenovo Confidential. All rights reserved.
ThinkPad Edge E
Office Manager
Ultra mobile
Solid performance
Ideal for business solutions
Progressive design
Lenovo Essential B & V
Traditional SMB Staff
Value for money
Stable and reliable
Dolby advanced audio v2
SOHO
Full featured
Ultra mobile
Customized to business
needs
Spill Resistant Keyboard
New Buyer
Energetic appearance,
Strong performance,
Friendly solution
Lenovo Enhanced Experience 3
The Edge line of products
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© 2011 Lenovo Confidential. All rights reserved.
Portfolio Position – Price band segment
ThinkPad T, X, and Edge
Business
Performance
Business Simplified
Lenovo V and B
Mainstream Value
Entry Ultraportable
Worry-Free
Ultimate
Worry-Free HighValue
$1499
$1399
$1299
X2
T430i,
T530i, X230i
Edge S430
Powered Think
& Light
$1199
Edge
$1099
E330/335,
E430/435,
E530/535
$999
$899
$729
Lenovo
Edge 14”,
Edge 15”
V380, V480,
V580, V585
Lenovo
B480,B480r
B580,B580r
B485,B585
Edge
Winner: S420
$799
$699
N-1
E130/135
$749
$599
$499
$499
$549
$499
$399
$399
$299
SMB Leaders
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© 2011 Lenovo Confidential. All rights reserved.
SMB Optimized
Value Buyer
On-The-Go
$349
SOHO
SOHO Value
Introducing the Edge product series
ThinkPad Edge Premium
ThinkPad Edge Mainstream
Lenovo B, Lenovo V Value series
Models: S430
Models: E130/E135, E330/E335, E430/E435 & E530/E535
Models:V380, V480, V580, V585, B480,B480r, B580,B580r,
B485,B585
Series Positioning: Full powered laptops in an
incredibly sleek form factor made for growing
businesses
Series Positioning: Sophisticated personalized design with
world renowned ThinkPad quality, durability and reliability.
Packed with features for SMBs.
Series Positioning: Affordable and easy-to-use laptop that
What it is:
•High performance laptop featuring Core i7 & Nvidia
Optimus
•Compact at 22mm for the 14” S430
•Stylish & Durable
What it is:
•Mainstream laptops that combine style & substance
• Ultraportable designed for SMBs (E130/E330)
•High productivity with Intel 3rd Generation Core & Nvidia
optimus
What it is:
What it is not:
•Workstation (recommend ThinkPad W series)
•Mainstream SMB offering (recommend ThinkPad Edge
series)
•Value SMB offering (recommend Lenovo B or Lenovo
V series)
What it is not:
•Performance laptop (recommend ThinkPad Edge Premium)
•Netbook (recommend IdeaPad S series)
•Value SMB offering (recommend Lenovo B or Lenovo V series)
What it is not:
Series wow features:
•Up to 3rd generation Core i7
•Powerful 2GB Nvidia Optimus graphics
•Dolby Home theater v4 along with a HD+ display for
brilliant multimedia
•Windows 8 ready
Series wow features:
•Choice of Intel 3rd generation platform
•Nvidia Optimus on E33x, E43x & E53x models
•Dolby Home theater v2
•Available in multiple colors
Series wow features:
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© 2011 Lenovo Confidential. All rights reserved.
enhances productivity without sacrificing quality or design
•Value SMB offering
•Worry free laptop with SMB Security suite and One Key recovery
•Easy to use & ergonomic design with AccuType keyboard
•Performance laptop (recommend ThinkPad T/W series for
enterprise & Edge Premium for SMB)
•Netbook (recommend IdeaPad S series)
•Mainstream high durability offering (recommend ThinkPad L
series)
•AccuTypekeyboard with individual keys for convenient and
accurate rounding typing
•Worry-free computing with Lenovo Security Suite
ThinkPad Edge E330
Positioning statement
 The ThinkPad Edge E330 is a versatile 13.3” ultraportable with features that surpass regular
laptops. Made for growing business, It offers Legendary ThinkPad reliability, Lenovo Solutions for
Small Business and contemporary design.
Ultraportable
E130/E135
E330/E335
S430
Selling points
Progressive Professional Design
 New multiple soft touch paint color options (Black, Red & Blue) to complement the chrome accents
Full Featured Ultraportable
Value
performance
 13 inch screen, 20~27mm thin body and weighing only 1.77kg makes for an ultramobile laptop.
The 8+ hours of battery backup ensures you don’t have to hunt for charging stations.
High Productivity
 Up to Intel Core i5 (E330) processors, 128GB SSD and 8GB DDR3 ram ensures nothing slows you
down on the road
Essential
B & V Series
E530/E535
E430/E435
KEY SPECS
 Up to 3nd gen Intel® Core™ i5 processor (E330)
 13.3” HD Antiglare Display
 Up to 8GB DDR3 1600MHz memory, up to 1TB HDD
 8+ hrs Battery Life
 Integrated Bluetooth 4.0 combination with WLAN. WWAN optional
 Ports: VGA, HDMI 1.4, two USB 3.0, one USB 2.0 with powered “always on” feature , RJ45, 4-in-1
cardreader
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© 2011 Lenovo Confidential. All rights reserved.
Product Price
Starting at $499
Edge Mainstream Series (E330)
WHO IS THIS PRODUCT FOR AND WHY?
CONSUMER NEED
I want a PC that gives me performance but is light enough to be carried all day
COMMON USES
Performance on the go, reliable and affordable
PAIN POINTS & SOLUTIONS
I need a portable solution that would
last the entire day on the road
I need a laptop that would save from IT
productivity problems
I don’t have dedicated IT staff to
recover from data loss
• Weighing less than 1.8kgs, you will
forget that you are carrying a full
featured laptop in your bag the next time
you travel
• 8+ hours of battery life lets you focus on
your next meeting rather than the next
power outlet
• ThinkPad Edge E330 laptops come with
Spill Resistant Keyboard, Durable Drop
Down Hinges and Active Protection
System to keep your notebook running
far beyond other competitive offerings
• The ThinkPad Edge E330 is a serious
performance laptop with configuration up
to Intel 3rd gen core i5 standard volt
processors
• With Lenovo Solution Center, you have
system hardware status, backups and
security at your fingertips. Incase of a
operating system crash, you can recover
your entire system in one click!
• Get the highest level of protection with
complete ThinkPad protection, Onsite
next business day upgrade and 3 year
warranty extension
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© 2011 Lenovo Confidential. All rights reserved.
ThinkPad Edge E130
Positioning statement
 The ThinkPad Edge E130 is a 11.6” ultraportable with features focused on SMB users, ThinkPad
reliability and contemporary design at a value price point.
Ultraportable
E130/E135
E330/E335
S430
Selling points
Progressive Professional Design
 New multiple soft touch paint color options (Black, Red & Blue) to complement the chrome accents
Affordable Ultraportablity
Value
Performance
 11.6” screen, 21mm thin body and weighing only 1.5kg makes for an ultra mobile laptop. The 8+
hours of battery backup ensures you don’t have to hunt for charging stations.
High Productivity
 Up to Intel Core i5 (E330) processors, 8GB DDR3 RAM and a choice of 500GB HDD/ 128GB SSD
ensures nothing slows you down on the road
Essential
B & V Series
E530/E535
E430/E435
KEY SPECS
 Up to 3nd gen Intel® Core™ i5 processor (E130)
 11.6” HD Anti-Glare Display
 Up to 8GB DDR3 1600MHz memory, up to 500GB HDD
 8.5+ hrs Battery Life
 Integrated Bluetooth 4.0 combination with WLAN. WWAN optional
 Ports: VGA, HDMI 1.4, two USB 3.0, one USB 2.0 with powered “always on” feature , RJ45, 4-in-1
card reader
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© 2011 Lenovo Confidential. All rights reserved.
Product Price
Starting at $399
Edge Mainstream Series (E130)
WHO IS THIS PRODUCT FOR AND WHY?
CONSUMER NEED
I want a PC that can be quickly deployed to my sales team who need a reliable machine that can handle basic computing
COMMON USES
Portability, reliability and affordability
PAIN POINTS & SOLUTIONS
I need a portable solution that
would last the entire day on the
road
I need an inexpensive laptop
that would save from IT
productivity problems
I don’t have dedicated IT staff to
recover from data loss
• Weighing less than 1.5kgs it’s
easy enough for the mobile
warriors to carry along the whole
day
• 8.5+ hours of battery life lets you
focus on your next meeting rather
than the next power outlet
• ThinkPad Edge E130 laptops
come with Spill Resistant
Keyboard, Durable Drop Down
Hinges and Active Protection
System to ensure the laptop can
handle the bumps and spills
without stalling
• Don’t be fooled by the low price
point of the ThinkPad Edge E130.
It is a serious performance
laptop with configuration up to
Intel 3rd gen core i5 low volt
processors
• Up to 8GB DDR3 RAM and
500GB storage (128GB SSD)
ensure it can breeze over the
everyday computing
requirements
• With Lenovo Solution Center, you
have system hardware status,
backups and security at your
fingertips. Incase of a operating
system crash, you can recover
your entire system in one click!
• Get the highest level of protection
with complete ThinkPad
protection, Onsite next business
day upgrade and 3 year warranty
extension
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© 2011 Lenovo Confidential. All rights reserved.
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© 2011 Lenovo Confidential. All rights reserved.
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© 2011 Lenovo Confidential. All rights reserved.