Lenovo unveils new laptops, launches lifestyle campaign
By Digital News Asia June 8, 2012
- Lenovo pushes out new machines in a bid to extend what it calls the PC+ era
- Comissions three lifestyle characters to promote its products
CHINESE PC maker Lenovo has lifted the veil on its latest business and consumer products, which the company said would suit different consumers' computing needs, styles and palette preferences. The machines are based on Intel's latest 3rd generation Intel Core processors.
Khoo Hung Chuan (pic), country general manager, Lenovo Malaysia, said the company believes in a PC+ evolution where the personal computer (PC) will remain central to the digital lives of many people and businesses.
"Lenovo is number two in the worldwide PC market and today we are expanding our lead into the laptop market by being one of the first to release PCs powered by the new 3rd generation Intel Core processors, he said in a statement. "We will continue to create new products that will set the standard for the PC+ evolution and support all users across all walks of life.”
With business professionals in mind, Lenovo launched two machines, the ThinkPad T430 and the slim and lightweight ThinkPad X230 notebooks for the best in mobile productivity and performance, the company said.
Boasting of up to 32.5 hours battery life on specific configurations, the ThinkPad T430 has been designed as a mobile workhorse, Lenovo claimed. The laptop includes Dolby audio and extremely bright 300 NIT HD+ panels, ThinkPad Precision Keyboard featuring a backlit option, USB 3.0 and Lenovo RapidCharge technology.
For those wanting something more portable, the ThinkPad X230 offers up to 24 hours of battery life packed into a compact, lightweight form, Lenovo claimed. The laptop weighs in at less than 1.3kg, and features a bright 12.5-inch, 300 NIT IPS wide-viewing display.
Meanwhile, the ThinkPad Edge E430, designed for the SME in mind, offers 5GB of free cloud storage through Lenovo Cloud Storage powered by SugarSync, and features a spill-resistant AccuType keyboard.
It also comes equipped with choices of integrated or discrete graphics, the option of up to 1TB of storage that can be combined with solid state drive storage, USB 3.0 ports and a high resolution web camera.
Other much-awaited machines that were introduced include the IdeaPad U Series. Available in two models, the IdeaPad U310 and U410, Lenovo’s latest Ultrabooks -- a reference to a new line of laptops that are extremely light and thin -- take the era of thin, lightweight and ultra-responsive mobile computing to a new level of affordability, without compromising quality or style, Lenevo said.
Aside from the new Ultrabooks, Lenovo also lifted the covers off the new IdeaPad Y series (Y480 and Y580) and IdeaPad Z480, providing a full spectrum of styles, colors and performance options for different consumer tastes.
In tandem with the launch, Lenevo kicked off one of the largest coordinated marketing campaigns in Lenovo’s history -- the exciting "Book of DO" campaign -- in Malaysia.
The campaign includes a partnership with MPH book store and three young and talented Malaysians, slated to be ambassadors of the new IdeaPad U Series Ultrabooks.
The company said The Book of DO campaign aims to reach out to Malaysians through the lives of three young Malaysians who exemplify the “Arts of DO,” namely in writing, art and music.
Representing “Storybook” is blogger Galvin Tan (pic, far right), who writes for Decoding Galvin, a popular tech and lifestyle blog. For “Sketchbook”, digital artist Yvonne Yong (pic, second from right) was selected for her beautiful and inspiring digital works of art. Lastly, representing “Songbook,” is popular DJ duo LFL (pic, first and second from left), a dynamic pair who has been quietly building a name for itself in the local DJ scene.
Their stories will be available on Lenovo Malaysia’s Facebook Fan Page at and also through their individual social networks.
Additionally, the ambassadors will also be conducting a series of Arts of DO workshops over the weekend of June 23 and 24, in partnership with MPH Bookstores, where they will be sharing insights and secrets of their crafts with the public – educating and guiding Malaysians with their Books of DO.
For the latest news and product updates, follow Lenovo on Twitter.