IBM Simplifies PC Branding, Returns to Streamlined Business Model

Strategic Insights -

IBM has announced a move to simplify its personal computer branding, effective immediately. The company will phase out its numerous brand names, replacing them with a simpler and more straightforward categorization system. The new branding system includes four key categories: IBM Personal Computer, IBM PC server, ThinkPad, and Aptiva. The ThinkPad and PC server ranges are aimed at the business market, while the Aptiva range is specifically targeted at home users.

Key Takeaways:

  • IBM is phasing out its numerous personal computer brand names, including PS/1, ValuePoint, and Ambra, in favor of a simpler branding system.
  • The new branding system consists of four categories: IBM Personal Computer, IBM PC server, ThinkPad, and Aptiva.
  • The ThinkPad and PC server ranges are aimed at the business market, while the Aptiva range is targeted at home users.
  • The ThinkPad range will retain its existing name and will now include a new TrackPoint cursor movement button and improved software.
  • The Aptiva range is backed by the free HelpWare scheme, which provides rapid-response help 24/7, and includes a Microsoft Works application suite.
  • The Personal Computer desktop machines include a suite of software called IBM Easy Tools and the SelectaBus expansion bus.
  • IBM is planning to spend $100m worldwide on promoting its four brands until the end of this year.
  • The company has announced plans to set prices for the top-tier suppliers.

Statistics:

  • IBM will spend $100m worldwide on promoting its four brands until the end of this year.
  • The ThinkPad range now includes a new TrackPoint cursor movement button and improved software.
  • The Aptiva range is backed by the free HelpWare scheme, which provides rapid-response help 24 hours a day, 365 days a year.
  • IBM responds to calls within three minutes for its Aptiva machines.
  • The Personal Computer range includes a suite of software called IBM Easy Tools.
  • The SelectaBus expansion bus allows users to choose different bus architectures without changing the main processor board.

Sources:

  • IBM press release, cited in article text, but not explicitly provided.