IBM 'Think's of a new branding campaign

IBM is in the process of bringing all its products and services under the 'Think' brand globally. According to IBM, the new end-to-end 'Think'
offerings under the PC product umbrella are simple, reliable, more secure and more resilient. They would require fewer resources to deploy, manage and
support. "The new services are designed to significantly reduce the ownership costs.

While 20 percent of the spend is on the actual hardware and software, 80 percent is on maintenance cost. With the new
offerings, we are targeting the 80 percent, which would allow the user spend comfortably without bothering
the future expenditure," says Alok Ohrie, VP, Personal Computing Division, IBM India.
While IBM's notebook, launched in 1992, carries the brand ThinkPad, its desktops would be branded ThinkCentre. The company's visual solutions will
be under the ThinkVision and its options and services would be branded Think Accessories and Services.

Along with the single branding effort, IBM also launched its ThinkVantage Technologies and ThinkVantage Designs for its
technologies and designs, respectively. Under the Think Vantage Technologies, IBM has introduced
services such as Image Ultra builder, System Migration Assistant, Rapid Restore PC, Embedded Security Subsystem, Access Connections and Access IBM.

While the ThinkCentre would be launched in the second quarter of the next calendar year, the rest of the products and services would be launched in
the next quarter.

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