Marketing IBM's Thinkpad i Series

                    On January 5th, 1999, IBM introduces seven new models of its ThinkPad® i Series notebooks specially designed for individuals and small business users, and outlined a new service and support program to provide small businesses with services similar to those provided to IBM's large corporate customers. The program extends IBM's successful Owner Privileges program beyond its existing one million individual members to include small business customers, currently the most highly populous business segment in the U.S. To coincide with the launch of the Owner Privileges program, IBM is also announcing new models of its award-winning ThinkPad i Series notebook PCs. Designed specifically to meet the needs of individuals and small businesses, IBM is offering seven new models.

Product    Promotion    Price    Distribution

Product

All the Thinkpads i Series feature:

The ThinkPad i Series models offer customizable Easy Launch buttons, a media center with Instant Audio, and Access ThinkPad, an easy-to-use application that helps users optimize their ThinkPad for maximum utility, right out of the box and certain models feature the ThinkLightTM, suitable for working in low-light situations. The new models are available with either the new Mobile Intel® CeleronTM or Mobile Pentium® III 500Mhz processor1 ; and offer bright displays of up to 15 inches; spacious hard drives (up to 12GB)2 integrated 56K V.90 modems3 and CD-ROM or DVD-ROM drives.

During battery testing, the ThinkPad performed very well, lasting 3 hours and 12 minutes. That is exactly the time we observed with the ThinkPad 600, which was released in the spring, and more than 20 minutes longer than the new Portégé 7000CT that Toshiba America Information Systems Inc. shipped in the summer.

External dimensions haven't changed with the new model, which measures approximately 11.6 by 8.8 by 1.4 inches. These dimensions are very close to those of the Portégé 7000CT --except at 1.25 inches the 7000CT is noticeably thinner. The ThinkPad's travel weight (with an AC adapter) is a scant 5.1 pounds.

Powering the ThinkPad 560Z is Intel Corp.'s 300MHz Pentium II, currently the most powerful processor available for the X86 notebook market. The new ThinkPad's hard disk storage goes all the way up to 6.4GB. Complementing the faster processor and larger storage capacity, IBM has bumped the maximum memory up to 128MB.

 

Promotion IBM is perhaps more famous for its wide variety of e-business advertisements on television than it is for its laptop commercials. Nonetheless, the Thinkpad i Series has a better than average on-line presence, appearing on many of the recent proliferation of cyber stores such as www.buy.com and www.edu.com. It is well represented on the IBM website with full feature and detailed coverage of their whole product range. IBM employs a firm-wide marketing strategy called PartnerMarketing.  Essentially, this approach provides invaluable tools and information to help you market the IBM products, services and e-business solutions you sell-no matter what type of IBM Business Partner you are. An important part of IBM's PartnerWorld, this is the place to go for inspiration and the marketing support you need to seize opportunities and gain a competitive advantage. Below is a sample banner on their PartnerWorld website.

Price

"IBM's new ThinkPad i Series proves that budget notebooks needn't be clunky and underpowered."
By Carol Venezia (PC Magazine -- January 5, 1999)

These notebooks were designed from the get-go with the needs of individuals (thus, "i" Series) in mind-particularly students, small-business people, and families. Best part of the package is that prices start at just $1,500; we looked at the $2,000 Model 1450. Listed below are some typical configurations and their introductory prices:

ThinkPad i Series model 1422 is $1,4994; 500MHz Mobile Intel Celeron processor, 13" HPA screen, 32MB RAM, 6GB HDD, 24X -10X5 CD-ROM

ThinkPad i Series model 1442 is $1,799; 500MHz Mobile Intel Celeron processor, 12.1" TFT screen, 64MB RAM, 6GB HDD, 6X-1X DVD-ROM

ThinkPad i Series model 1482 is $2,199; 500MHz Mobile Intel Celeron processor, 14.1" TFT screen, 64MB RAM, 12GB HDD, 6X-1X DVD-ROM

ThinkPad i Series model 1492 is $2,699; 500MHz Intel Mobile Pentium III processor, 15" TFT screen, 64MB RAM, 12GB HDD, 6X-1X DVD-ROM

Distribution

It's easy to buy from IBM. You can buy ThinkPad notebooks direct from IBM through ShopIBM, their online store, or via phone, fax, e-mail or mail. IBM also offer a number of payment options, including Consumer Financing through MBNA and SuccessLease™ for Small Business.

IBM ThinkPad notebooks can also be purchased through our worldwide network of IBM PC dealers. If you choose to purchase from a dealer -- whether you go to a store, or purchase from a dealer online -- rest assured you're working with an IBM authorized dealer.

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