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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
•
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 Processor &
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 E530
Positioning statement
 The ThinkPad Edge E530 redefines the mainstream SMB PC category by bringing a new level of
productivity features, ThinkPad reliability and personalized design for the growing business
Ultraportable
E130/E135
E330/E335
S430
Selling points
Progressive Professional Design
 New multiple soft touch paint color options and brushed aluminum finish to complement the chrome
accents and a 35mm slim body
Value
performance
Beyond Mainstream computing
 Up to 3rd Gen Intel i7 coupled with Nvidia discrete graphics and up to 16GB DDR3 ram, the E530
offer unprecedented performance at this price
Full Featured for your growing business
 Robust, durable, comes with cloud storage and Lenovo Small Business Solutions
Essential
B & V Series
E530/E535
E430/E435
KEY SPECS
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 Up to 3nd gen Intel® Core™ i7 processor (E530)
 15.0” HD & 15.0” HD+ Antiglare
 Optional NVIDIA® GeForce graphics
 Up to 16GB DDR3 1600MHz memory, up to 1TB HDD
 > 8 hrs Battery Life (with Battery Safeguard Hardware Authentication)
 Integrated DVD reader/writer
 Integrated Bluetooth 4.0 combination with WLAN. WWAN optional
©
•
2011
Lenovo
Confidential.
rights
reserved.
VGA,
HDMI
1.4, 3 All
USB
3.0,
1 USB 2.0 with powered “always on” feature , RJ45, 4-in-1 cardreader
Product Price
E530 starts at $499
E535 starts at $449
ThinkPad Edge E430
Positioning statement
 The ThinkPad Edge E430 redefines the mainstream SMB PC category by bringing a new level of
productivity features, ThinkPad reliability and personalized design for the growing business
Ultraportable
E130/E135
E330/E335
S430
Selling points
Progressive Professional Design
 New multiple soft touch paint color options and brushed aluminum finish to complement the chrome
accents and a 33mm thin body
Value
Performance
Beyond Mainstream computing
 Up to 3rd Gen Intel i7 coupled with Nvidia/AMD discrete graphics and up to 16GB DDR3 ram, the
E430 offer unprecedented performance at this price
Full Featured for your growing business
 Robust, durable, comes with cloud storage and Lenovo Small Business Solutions
Essential
B & V Series
E530/E535
E430/E435
KEY SPECS
10
 Up to 3nd gen Intel® Core™ i7 processor (E430)
 14.0” HD AntiGlare
 Optional NVIDIA® GeForce® graphics
 Up to 16GB DDR3 1600MHz memory, up to 1TB HDD
 > 8 hrs Battery Life (with Battery Safeguard Hardware Authentication)
 Integrated DVD reader/writer
 Integrated Bluetooth 4.0 combination with WLAN. WWAN optional
©
•
2011
Lenovo
Confidential.
rights3.0,
reserved.
VGA,
HDMI
1.4, 3 All
USB
1 USB 2.0 with powered “always on” feature , RJ45, 4-in-1 cardreader
Product Price
E430 starts at $499
E435 starts at $449
Edge Mainstream Series (E530 & E430)
WHO IS THIS PRODUCT FOR AND WHY?
CONSUMER NEED
I want a PC that gives me performance, and is durable enough to endure wear and tear, with minimum upkeep. All
this at a reasonable price
COMMON USES
Performance on the go, reliable and affordable
PAIN POINTS & SOLUTIONS
I need a laptop that would enhance
my firms productivity
• The ThinkPad Edge E430/E530 is a
serious performance laptop with
configuration up to Intel 3rd gen core
i7 processor
• Optional nVidia GeForce with
Optimus provide lifelike graphic
performance
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© 2011 Lenovo Confidential. All rights reserved.
I don’t have dedicated IT staff to
recover from data loss
• 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
I need a portable solution that
would last the entire day on the
road
• ThinkPad Edge E430/E530 laptops
come with Spill Resistant Keyboard,
Durable Drop Down Hinges and
Active Protection System to keep
your notebook running far beyond
other competitive offerings
• 8+ hours of battery life lets you focus
on your next meeting rather than the
next power outlet
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© 2011 Lenovo Confidential. All rights reserved.
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© 2011 Lenovo Confidential. All rights reserved.