product messaging: thinkpad e series

1© 2011 Lenovo Confidential. All rights reserved.��

Product Messaging:

ThinkPad E Series

March 2013 Version 10


Brand Architecture & Positioning


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

LenovoTechnology For Those Who Do

Do Machines for large businesses

Succeed with Substance

Time is MoneyInnovate with Intent

Do Machines for small and medium-sized businesses

Succeed with StyleTime is Money

Innovate with Focus

Do Machines for consumers

Inspire CreativitySimplify

Go the DistanceCaptivate & Entertain

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.

ThinkPad SMB Brand Positioning

BRAND ARCHITECTURE

Do Machines for anywhere


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 ControlD

esc

rip

tion

High Performance

Improved Business Security and Manageability

Making Human–Computer communication more smart

Increasing efficiency in mobile business timeDim

en

sio

n

Impressive Design


Target Audience


ThinkPad E Series Product Position

Target audience / Product needs

ThinkPad E Series

Com

mer

cial

SM

BP

rem

ium

Con

sum

er

Store Owner• Productive and affordable• Avoid issues with viruses or

malware• Well built system I can count

on

Professional Office Manager• Devices that work well

together• Progressive designs that

represent us • High quality you can see and

feel

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?

Impressive Design

Better user interface with voice and gesture

Enhanced touchscreen capabilities

Better integration with smartphones and tablet

Improved manageability

Improved security

Inceased speed

0% 10% 20% 30% 40% 50% 60% 70%

19%

27%

35%

35%

44%

58%

64%High Performance

Improved Business Security and Manageability

Increasing efficiency in mobile business time

Impressive Design


'Based on Spicework Survey Jan 2013 data'


More Findings

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).

Security & Manageability

'Based on IDC report 2012 data'


More Findings

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.

Smart Communication



More Findings

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.

Mobile EfficiencyThere 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



Driving Factors Behind User Purchases

Commercial SMB &

Premium Consumer

High Performance

Improved Business Security and

Manageability

Increasing efficiency in mobile business

time

Making Human–Computer

communication more smart

Impressive Design


The E Series line of products


Introducing the E SeriesThinkPad 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


ThinkPad E431 & E531


What’s New—ThinkPad E431 & E531

Design

• 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

Technology

• 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)

Mobile Efficiency 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

Security and Manageability

Performance

• Intel 3rd Generation SV Processor up to i7

• NVIDIA GeForce NV14P-GV2 GT740m+ 2GB VRAM Discrete Graphic

• Windows 8 Pro or Standard


ThinkPad E431

Product Price

E431 starts at $499

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, Lenovo OneLink Technology

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

Positioning statement

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

Interactive Design• Optional Touch Screens on HD & HD+ Display, 5 Button Clickpad supporting for Windows 8 Gestures for

more interesting and efficient performance

Simple connection, efficient mobile performance• ThinkPad OneLink Dock, WLAN and Bluetooth standard for a rich mobile experience

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

Portable and Stylish Design• Aggressive 3 mm thinner and simpler professional design

Design

Performance

CommunicationSecurity&Manageability

Mobile Efficiency

0

5


ThinkPad E531

Product Price

E531 starts at $499

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

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

Positioning statement

Design

Performance

CommunicationSecurity&Manageability

Mobile Efficiency

0

5

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

Interactive Design• Optional touch screens on HD display, 5 button clickpad supporting Windows 8 gestures for more interesting

and efficient performance

Simple connection, efficient mobile performance• ThinkPad OneLink Dock, WLAN and Bluetooth standard for a rich mobile experience

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

Portable and Stylish Design• Aggressive 3 mm thinner and simpler professional design


I always have to bother the IT Staff and worry

about data loss, making it difficult to be mobile

• Lenovo Solutions for Small Business powered by Intel Small Business Advantage

• Anti-Theft Technology• Lenovo Cloud Storage

by SugarSync

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

The old, rigid design makes working less

enjoyable

• Thinner and simpler professional design

• Numeric keypad• Windows 8 optimized

keyboard with Mic Mute, Speaker Mute and Fn Key status LEDs.

ThinkPad E431 & E531

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

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

WHO IS THIS PRODUCT FOR AND WHY?

PAIN POINTS & SOLUTIONS

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 SegmentValue

PerformanceValue

Ultraportable Mainstream Performance Stylish Performance Enterprise Class

14” & 15” Touch screen 26mm Optical Drives Integrated or

Mainstream discrete GFX

Starting @ $499

E Series

E Series

11” & 13” Touch screen 23mm Integrated or


Starting @ $399

14” & 15” 32mm Optical Integrated or

entry discrete GFX

Starting @ $299

B Series

14”, 15” Touch screen 21mm Integrated or


Starting @ $699

S Series

12.5”, 14”, 15”’ 18-26mm Mil Spec Tested Premium Materials Enterprise Docking Integrated or

performance discrete GFX

Long-life MTMs

Starting @ $749

T/X Series

14” & 15” 23, 26mm Optical Drives Integrated or


Starting @ $449

M Series

14” Touch screen 21, 26mm Integrated or

performance discrete GFX

Starting @ $599

V Series

Regional Product

Regional Product

E431 & E531

$1,199

$1,099

$999

$899

$799

$699

$599

$499

$399

$299


Key Messages


Elevator Pitch

Start here:If you had just 30 seconds to describe the product

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

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

• Mainstream performance • Improved Business Security

and Manageability • Reasonable price

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


Key Stakeholder MessagesThinkPad 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

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

Underscore the ThinkPad reliability and superior technology storyTo 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

Press

Marketing


Key Stakeholder MessagesThinkPad 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

Underscore the ThinkPad’s high cost performance and stylish design storyThinkPad 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)

Underscore the story that ThinkPad be the role as of a comprehensive computing solutionAs 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)

Sales/Channel

Managed Service Providers (MSPs)


Innovative Technology for

ThinkPad E Series

25© 2011 Lenovo Confidential. All rights reserved.��Innovative Technology, Growing Business

Making Human–Computer

communication more smart

Improving Business

Security and Manageability

Increasing efficiency in

mobile business time

Innovative Technology for E Series

LSSBLenovo OneLink Technology

Quick Cast / Control / Display

Native Video

USB 3.0

Notebook Power

Available on Sharkbay platform


Improving Business Security and Manageability

Why New LSSB?

Lenovo Solutions for Small Business1. 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− Cuts down your energy costs and helps you do your bit to save

the planet


Increasing efficiency in mobile business time

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!

Features/Benefits

• 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

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.

ThinkPad OneLink Dock



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

product messaging: thinkpad e series

Documents

thinkpad e seriesmarch

focusdo machines

dodo machines

intentdo machines

small business customers

lenovolenovo confidentialjan

smartincreasing efficiency

mediumsized businessessucceed