ThinkPad SL Series
July 25th, 2008For those of you wondering why the silence on this blog over the last two weeks despite the biggest ThinkPad announcements yet this year, there is no conspiracy involved. I took two weeks of vacation and had it planned long before the announcement date was set.
Upon coming back and reading my colleague David Hill’s blog post, I fear our ThinkPad SL is taking an undeserved beating in the comments and wanted to write a few words of my own on the topic. Don’t worry; I have plenty to say in the weeks to come about switchable graphics, the new T and X Series, improved power management, and the like. We’ll get to those in good time.
To read the comments on David’s post, we are polluting the brand, driving cheapness and shoddy construction through this conduit of machines. Run and buy every ThinkPad you can see on eBay right now because the end is nigh.
Um, yeah.
If anyone believes this and wants to pay a premium for my used T60 sitting at my desk, go ahead and send me a check. As soon as it clears, I’ll FedEx you a slightly used, twice spilled upon, cracked corner, but still in otherwise serviceable-shape machine.
My point is this: Don’t panic. If you are a loyal ThinkPad T or X Series user, we have not impacted those systems with the announcement of the ThinkPad SL Series. The ThinkPad SL has physical and component elements more in line with those who may be running a small business or home office. It is not meant to take away anything from the master ThinkPad brand, but use that brand to launch a new series that for the first time is truly focused on small business users vs. just configuring an R or T somewhat differently. If you a Lenovo 3000 or R series user today, this machine may in fact be the right machine for you.
Let me take a minute to explain a bit more about the “small business” market.
Go into any retail business shop selling PCs anywhere in the world. Notice the attributes of the machines you see. Shiny. Colors. Glossy. High end multimedia features. I dare even say “bling.” Then look at the customers buying there. There are plenty of consumers buying for home, of course, but what many people don’t realize is that of the millions and millions of small businesses in the world, most do not just go to a .com site and purchase 5 or 10 machines. They buy from the same stores that they buy the rest of their office supplies. They feel comfortable knowing that they have a physical person that they can yell at if things go wrong, and many of these places have more liberal return policies than you’ll find on any internet site.
Many small business owners also have their personal and business lives on a single machine. That same notebook that holds accounts receivable also holds home movies, pictures of grandma, and their entire .mp3 collection. For many of them, the lines of work and pleasure blur considerably, and they have to have a machine that will work with both the attributes of a business as well as a home notebook. Thus, it needs to still be somewhat conservative looking for business situations, but have great speakers and multimedia features for off-hours for when the kids are using it to play games.
Our target market for the ThinkPad SL is not multi-national corporation XYZ, but Joe’s Flower Shop. Joe’s Flower Shop has some important other needs as well. Unlike XYZ, he doesn’t have a dedicated team of help desk people that he can call when things go wrong with his system. He doesn’t have corporate virus scanners, Cisco VPNs, or centralized backup strategies. He’s more likely to ask “What’s a backup strategy?” A key part of the ThinkPad SL experience is for Lenovo to help customers fill in those gaps by providing services that they are not large enough to provide for themselves.
These include accidental damage protection and warranty upgrades – for when the standard warranty isn’t enough. Joe’s Flowers doesn’t have time to deal with waiting multiple days to get his PC up and running. As a business owner, Joe has to worry about his business, not wasting a lot of time with consumer help desk queues. ThinkPad SL also has Complete IT as an offering that is a total outsourced help desk for Joe. He can call one number and get priority routing to Level 2 technicians, support for 3rd party software he installed on his machine, initiate those critical backups and the like. It’s the help desk he cannot afford to maintain himself.
There are some other questions in the comments, such as why call it a ThinkPad when it clearly is a replacement for the Lenovo 3000 series? In some ways ThinkPad SL is a replacement for the Lenovo 3000 Series and in some ways it isn’t. Lenovo rolled out the 3000 series just after we became a unified company and used the 2006 Olympics as our launch vehicle. To meet this aggressive time schedule, we had to make compromises, chief among them that we never did much of the design for the 3000 series ourselves. Most of it was done by 3rd party contract manufacturers. This gave us the advantage of speed, but left the 3000 line lacking for many people. ThinkPad SL is different than the 3000 series because we designed the ThinkPad SL series ourselves using ThinkPad engineers. This meant that we used the same rock-solid design principles as other ThinkPad notebooks. Indeed, it doesn’t have Roll Cages nor drainage systems, but it does have technologies like the Active Protection System and goes through the same testing as the rest of the ThinkPad family. The hinges may not be large and external, but they ARE steel and are designed to hold up to the rigors of usage. The ThinkPad SL series is worthy of the ThinkPad moniker because it IS a ThinkPad through and through.
Another point often brought up is why not just include more multimedia features like HDMI and Blu-Ray in the T, R, or X Series lineup? Though it sounds arrogant to say it (and I really don’t mean it that way), our target market for ThinkPad T and X series just won’t pay for them. We always appreciate our very vocal and very important ThinkPad loyalists here, but you represent a very small portion of our target market for ThinkPads. Though YOU would be willing to pay for IPS screens, HDMI, and multimedia card readers, the multinational companies that pay the light bills will not. They quibble over a dollar in cost (times 10,000 machines) and see card readers as a security risk, HDMI ports as superfluous, and IPS screens as unnecessary for workers to simply get their jobs done. That said, we are not ignoring this segment of the market, but unfortunately that’s all I can say until announcement time.
Don’t see the ThinkPad SL Series as a threat to your T Series. See it as a way for us to sell ThinkPad notebooks to others who previously would not have considered us before. Ultimately, our growing our market allows us to funnel even more money into research and development which means more innovation all around for ALL of our notebooks.

























