IBM ‘Think’s of a new branding campaign

BANGALORE: IBM globally is in the process of bringing all its products and services under the `Think’ brand. 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. In simpler words IBM is packaging more service offerings, which would take care of the managed and unmanaged cost of a product from IBM.

"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 the maintenance cost. With the new offerings, we are targeting the 80 percent, which would allow the user spend comfortably without bothering the future expenditure," said IBM India Vice President, Personal Computing Division, Alok Ohrie.

While IBM’s notebook, launched in 1992, carries the brand ThinkPad, its desktops will be branded ThinkCentre. The company’s visual solutions will be under the ThinkVision and its options and services will be branded Think Accessories and Services.

Along with the single branding effort, IBM also launched its ThinkVantage Technologies and Think Vantage Designs for its technologies and designs, respectively. While the ThinkCenter will be launched in the second quarter of the next calendar year, the rest of the products and services will be launched in the next quarter.

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.

Announcing this to the media, IBM India, Managing Director, Abraham Thomas, said, "IBM is focused on using technology and innovation to help customers address real business issues such as managing the cost of deploying and migrating systems, improving up-time and ensuring secure wireless computing. With our belief in innovation, we are converging our energy and our investments around the really tough, disciplined work of adding value on top of industry standards."