Lenovo launches IdeaCentre Brand 7 July, 2008 By Vanessa Ho

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"[The K210] has a number of different features that are wrapped around how a family uses a desktop computer in today's world," said Stephen DiFranco, vice-president and general manager of Lenovo's consumer group.

He added that Lenovo wanted to take the features of the ThinkPad in order to introduce a line that someone can use in their personal and home life.

Features of the K210 include Bright Vision, which is a camera embedded in the monitor that detects how far the user is from the monitor and adjusts the brightness accordingly.

"We are trying to be sensitive to fatigue and comfort level by personalizing the relationship between the screen and the person that is using it," said DiFranco.

Another feature is the anti-microbial keyboard that uses special material to inhibit bacterial growth. This is especially helpful for families that have numerous people using the same keyboard and are concerned with keyboard germs.

The K210 also feature an automatic backup button that back-up the PC and return it to its original state.

For enhanced security, the IdeaCentre brand has VeriFace, facial recognition technology that allows users to log in by having the camera recognize a user's facial image. The Bright Vision camera must be installed in order for this function to work.

DiFranco explained that users will get access to files that are set to their face and can also capture the image of anyone trying to login illegally. He added that showing the person's picture to the camera won't grant them access as VeriFace only works with 3-D images.

Other features of the IdeaCentre K210 include Intel Core 2 Quad Processors, Intel GMA 3100 integrated graphics, Blu-Ray HD-DVD combo that accommodates home theaters and high definition audio 5.1 for reverberating sound. There is an optional upgrade to ATI Radeon 2600 XT for users that want a high-end graphics card.

"This is a computer that is really geared towards mom and dad buying the right computer for the kids at home," stressed DiFranco.

Michelle Warren, senior research analyst with Info-Tech Research Group, said that Lenovo needed to release a product that swung into the consumer market and was comparable to its ThinkPad series.

"[Lenovo] did release some consumer products [in the past] but now it has got a brand name associated with it that will open doors for them from a marketing perspective," she added.

As well, Warren said that the IdeaCenter brand has got caché because it features the Bright Vision technology, VeriFace technology, Intel Core 2 Quad Processors and Blu-Ray.

With Lenovo now entering the consumer market for the first time outside of China, Warren believed that IdeaCenter will help them gain market share but doesn't expect the brand will help the company overtake the dominant players in the PC market.

"This is a whole new market opportunity for them," she noted.

The IdeaCentre K210 is available on Lenovo.com, at various retail outlets in the United States and will soon be available in retail stores in Canada. The starting price is $379 US (after mail-in-rebate). The L195W, 19-inch monitor is priced at $229 (after mail-in-rebate). The L222W, 22-inch monitor is priced at $299 (after mail-in-rebate).