IBM ( The Mastermind) by DaBrielle Goodwin

Isis Agency International Business Machines Khara Cole, Dabrielle Goodwin, Amanda Harris,

Client and Industry Background: International Business Machines (IBM) is a worldwide, public company in Armonk, N.Y. It is the world’s top provider of computer products and services. The company’s mission statement is, “At IBM, we strive to lead in the invention, development and manufacture of the industry’s most advanced information technologies, including computer systems, software, storage systems and microelectronics. We translate these advanced technologies into value for our customers through our professional solutions, services and consulting businesses worldwide.” The number of employees worldwide is 433,000 and the 2011 year-end from continuing worldwide operations revenue was $106.9 billion. IBM’s official industry contains diversified computer systems. The company is involved in different industries around the world. The company’s main source of income is through selling its software, hardware, and storage systems. Client History: June 16, 1911 Tabulating Machine Company, International Time Recording Company, and Computing Scale Corporation merged to form Computing-Tabulating-Recording Company. Feb. 14, 1924 Renamed to International Business Machines. 1935 IBM acquired a government contract for the Social Security Act. 1952 IBM began working with MIT to finalize the design of an air defense computer. 1981 IBM collaborated with Intel and Microsoft to mass-produce PCs. 1995 IBM acquired Lotus Development Corporation, making it the worlds largest software company.

Past Communication Efforts:

IBM has found that communication has not been a major problem. IBM has always been ahead of its time when it comes to communication. One of IBM’s most recent communication efforts has been its “THINK” exhibit, which has been the company’s slogan for over 100 years. The exhibit will move around the country, and have multiple interactive elements including a timeline. Forward progress will be featured as one of the key points throughout the exhibit. A company as big as IBM must also utilize other forms of communication, such as social media. IBM’s social media strategic mission was activated in Jan. 2007; it is used to connect with its employees worldwide. It was one of the first Fortune 500 companies to use the Internet as a means for internal communication. Social media is important, but only informs certain members of the public. In order to keep up the right presents among all its publics, IBM has to utilize mass media. IBM's mass media campaign, “On Demand”, is aimed at making sure IBM stays visible through TV spots, print, online, direct TV, events and other media. Headed by Lisa Baird, this campaign has seen many challenges due to the ever-changing world of advertising. Baird likes to keep a positive attitude about it, “We really continued to push the envelope in being very clientfocused and being seen as a company that is responsive to clients’ needs,” said Baird. Key Publics: Internal   

Board of Directors Investors Employees

External  

Large and Small Business Clients Consumers

Competitors: IBM’s top three competitors for the PC market are Apple, Hewlett-Packard and Dell. Apple’s line of personal computers, Mac, is the top selling personal computer, making Apple IBM’s top competitor. Apple markets its computers to individual users, and designs products that cater to the individual’s needs. This strategy has created a brand loyalty amongst users. Apple’s goal is to come up with products that are hip, innovative and unlike anything else on the current market. Apple’s success and popularity with newer generations cause its products to constantly appear on well known TV shows and movies. This gives Apple even more brand recognition, and strategically places the brand into the population’s everyday life. IBM’s strategy is completely different, because it focuses solely on corporate America. IBM develops large hardware devices, software and storage systems for small to large companies. If IBM focused on corporate America alone, eventually everything would trickle down to the general public. This caused IBM to lose its household name, because it no longer made products for the individual's use. Apple’s strategy had the opposite effect, by focusing on individuals for each product Apple’s popularity soared. MacBooks, IMacs, IPads and IPhones have now found a way into the hands of

corporate America. If IBM regains its household presence, it will begin to experience the brand loyalty it once dominated. External Environment: Economic IBM is a company that primarily focuses on the software and technology of its computers. This software has been designed for both large and small businesses with the idea that it is accessible to multiple people at one time. When IBM started in the personal computer market the average price was $1,565, which would be roughly $4000 in todayâ&#x20AC;&#x2122;s society. With the technology and software being so expensive and detailed in its design it was costing one individual the same price as a small business. Products like Apple, Dell and Hewlart Packard decided to create a personal computer that was far less advanced in its technology and easy for an average individual to operate. These companies chose to focus more on the design aspect versus the software installed. Social IBM has created a strong social media presence. It can be located on Facebook, Twitter, Linked-In, Social Blue and on several internal and external blogs. IBM uses thousands of its employees to control its social media messages. IBM also received recognition from several outlets for its company communication tactics on Twitter.

International IBM stands as the third largest personal computer supplier in the world. IBM has signed a multi- year contract with Chinese company Lenovo. This deal is one of its biggest acquisitions ever and makes Lenovo Asiaâ&#x20AC;&#x2122;s largest computer maker. Lenovo is the preferred provider of IBM branded personal computers and it will continue to finance and maintain services and support for personal computer solutions. This alliance allows IBM to remain the leading supplier in computer technology and software. Cultural Computers are devices that have become an imperative part of every day life. Reports have shown that 93 percent of teens and young adults ages 12-29 use a computer on a regular basis and spend more than 2 hours a day online. With more individuals becoming dependent on personal computers IBM has a chance to grasp a different audience. Making personal computers allows IBM to target a new audience globally, which would lead to an increase in sales.

Problem Statement

IBM has decided to revive its personal computer line for the first time since 2005. The company will create laptops and desktops under a new brand name, and Best Buy has been chosen as the exclusive vendor of the products. Advertising and marketing efforts are in infancy stages, so IBM hired your agency to help roll-out this new promotion. Other than creating the brand name. IBM also needs help creating awareness of the new products and branding them as alternatives to PCs from other companies. IBM is the third largest retailer for personal computers internationally. The ultimate goal is to create a larger market in the U.S. for the personal computer. In the U.S. IBM focuses on marketing their products to large businesses, for the sale of their personal computer, it is vital that they work on their promotion techniques to draw in individual consumers and small businesses. In order for IBM to reach this new market they are going to have to rebrand a line that is specifically tailored to their needs. During this rebranding process, IBM is going to have to create a unique design and make this new computer more creative to surpass brands such as Apple and HP.

SWOT Analysis

Media Plan: IBM Employees IBM employees are the most brand loyal customers. By introducing a new product that employees are able to take home and give personal feedback directly to its superiors, IBM is able to make necessary changes needed in developing a better product. Personal computers will be beneficial to employee productivity and will allow the company to be more profitable. Word of mouth from employees to family and friends will help build the product‟s reputation. Objective: Get 70 percent of IBM employees to advocate the product to friends and family members by August 1, 2012. Strategies: Offer educational and in-house promotional appeal for IBM employees to learn about the new product. Rationale: IBM employees are a credible endorsement for IBM products. The goal is to provide employees with a personal computer they support and spread the word about the latest product to family and friends. By giving the employees different promotional pieces and offering in-house educational workshops about the product, awareness would spread quickly. Key Messages: The “MasterMIND” will currently serve as the world‟s fastest computer; all employees are encouraged to spread the word and promote the product to family and friends. Employees will be required to attend a series of educational in-house workshops to become familiar with the “MasterMIND.” All employees have been asked to spread the word about IBM‟s viral videos and various social media outlets.

Tactics: IBM employees will receive mailbox stuffers reminding them about in-house workshops; those who attend the workshops will be given different incentives and promotional discounts. All employees will receive emails explaining how to use Facebook and Twitter to spread messages and viral videos. Monthly newsletters will be given to keep all employees updated on the progress of the “MasterMIND.”

Upstart Business Owners Media Plan IBM markets itself to corporate America. Businesses of all sizes rely on products that IBM creates. It is imperative that IBM continues to establish a strong relationship with not only businesses that are already established, but also upstart businesses. IBM creates both software and hardware to assist businesses; upstart businesses are most vulnerable because they are starting from nothing. Upstart businesses would rely heavily on IBM‟s services because they would not have the income to pay for labor. Objectives To get 45 percent of start-up business owners to buy the MasterMind by Nov. 10, 2012.

Strategies Offer incentives with new contracts, such as discounts and special offers and reach the upstart business owners who are starting their business from home. Rationale IBM must give upstart businesses a reason to purchase its product, especially because upstart businesses are on a tight budget. Informing upstart business owners of what is available to them through IBM‟s products and services will allow them to make an educated0 decision. The added on discounts and special offers are even more appealing. Key Messages The MasterMIND is a top of the line processor, compatible with all IBM software. The MasterMIND encourages business owners to „Think better, think smarter, think now,” in all business endeavors, starting with their hardware and software decisions. The MasterMIND will help guide upstart businesses owners to an organized successful career.

Tactics News releases issued to the business section of local newspapers to inform upstart business owners of the MasterMIND release date. Feature stories published by business and IT trade magazines, giving a more in-depth description of the MasterMIND, as well as upcoming opportunities. Email pitches have been sent to upstart business owners based off trade magazineâ&#x20AC;&#x;s mailing lists. The pitch, as well as feature stories informs upstart business owners of a convention being put on by IBM in New York. The convention will give the upstart business owners the opportunity to test out the new computer with software,to as well as attend seminars on successfully starting a business.

Incoming College Freshmen and Transfer Students Media Plan IBM is reentering the personal computer market. 88 percent of college age students own a personal computer. People in their early twenties are better than any other age demographic for knowing where the communication world is heading. College age people have a better understanding of the digital revolution. Objectives To get 30 percent of freshmen and transfer college students to buy an IBM personal computer by Jan. 1,2013. Strategies Our strategy is to reach students through multiple media outlets, student orientation and registration. Rationale IBM has to change its marketing strategy to include students, for the Mastermind to be successful. To reach college age students it is very important to tap into the types of outlets that they use everyday. This is why it is important to do things such as, get MasterMIND to trend on Twitter and radio new release segments on throughout the day. Once IBM can get into the college age market then its personal laptop will be an overwhelming success.

Key Messages The MasterMIND will help students be more creative and organized with their materials. The Cloud capability will allow them to access information that they work on from campus to home in a quick and easy fashion. Students rely on their laptops, which they use daily, so there will be on campus support for troubleshooting. Tactics IBM has already launched Facebook and Twitter accounts specifically for MasterMIND. They promote the special incentives and discounts for buying the laptop during a certain period of time. There have been three viral commercials released along with a brochure giving all the information about the new laptop.

International Business Machines 1 New Orchard Road, Armonk, New York, 94710 www.ibm.com FOR IMMEDIATE RELEASE FOR MORE INFORMATION CONTACT: Megan Woods IBM Media Coordinator 123-456-7890 mnwoods@crimson.ua.edu

Fact Sheet 

IBM is launching a new PC called the MasterMIND.

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Customers will have the options of 13, 15 or 17inch screen display.

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The MasterMIND will boost eight hours of battery life.

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IBM cloud capabilities will be available, allowing users to work from home.

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The MasterMIND will be highly customizable, catering to every need of the customer.

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8GB of memory will be featured standard.

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The MasterMIND will have the fastest processor on the market today.

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One of the major target publics of the product is new start-up business.

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The new video campaign will make the PC look young and hip.

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The MasterMIND will be a good purchase for college bound students as well as business owners.

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IMB employees will be well versed in the MasterMind.

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The MasterMIND will be the easiest computer to use on the market.

To: Company Employees Subject: Think Better, Think Faster, Think Now... Think the MasterMIND Good Afternoon Team, IBM has decided to venture back into the market of personal computers. To unveil its new laptop, The MasterMIND, IBM will launch a viral video campaign targeting college students. To build awareness of the MasterMIND, everyone’s help is needed using Facebook and Twitter. Our goal here is to get #ThinkMasterMIND trending on twitter, with links to videos of the actual laptop in action. IBM needs you to get family and friends involved as well, and will offer various incentives for those of you who have the most linked videos and tweets. What IBM Needs: 

Everyone to create a Facebook and Twitter account



Talk about the new laptop the MasterMIND



Include family and friends in the fun



Get #ThinkMasterMIND trending on Twitter

With everyone on board, there’s no reason IBM won’t be #1 in the world of laptops. Thanks, Megan Woods IBM Event Coordinator Isis Agency mwoods@isis.com 123-456-7890 Twitter: https://twitter.com/ThinkMasterMIND Facebook: https://facebook.com/ThinkMasterMIND

International Business Machines 1 New Orchard Road, Armonk, New York, 94710 www.ibm.com News Release FOR IMMEDIATE RELEASE July 1, 2012 FOR MORE INFORMATION CONTACT: Dabrielle Goodwin 123-456-7890 dsgoodwin@isisagency.com IBM ventures back into the Personal Computer Market ARMONK, N.Y. -- IBM will be releasing its first personal computer since 2005 on, July 10th, 2013. The computer was inspired by IBM’s THINK campaign, and will be called the MasterMIND. “We have not been producing personal computers in house for a while,” said CEO Virginia M. Rometty. “We are excited to venture back into this market with our own spin on the designs and ideas.” The MasterMIND will be IBM’s tester back into the personal computer market. A goal of $2.9 million has been set for sales within the first six months. The success of the MasterMIND will determine the future of IBM in the personal computer industry. IBM hopes to release other models tailored specifically to individuals needs based off of their field of study and work needs. “Great ideas can come from anyone, anywhere in the world as long as you ask for it,” said Management Innovation eXchange Editorial Director, Polly LaBarre, at IBM’s THINK campaign, “A Forum on the Future of Leadership”. This inspirational speech amongst others at the forum helped to spark the creation of the MasterMIND.

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IBM understands in our changing world that portability is a necessity. “Our own THINK campaign inspired us to enter back into the market,” said Rometty. “How can we still be the pioneers of communication, and no longer create personal computers? We were the start of the PC!” IBM originally left the personal computer industry because focusing solely on software development was more cost efficient. The cost to develop software is cheaper compared to the creation of hardware. With the development of new technology, the cost to communicate and create products decreases. This was another push for IBM, creating the MasterMIND and resurfacing in the PC world. “People have enough information available to them now to make sensible decisions themselves, instead of waiting for someone in a company higher than them to make the decision for them,” said Director of MIT Center for Collective Intelligence and McGovern Professor at MIT Sloan School of Management, Thomas Malone, at IBM’s THINK forum. IBM creators have full confidence that when consumers compare the MasterMIND to other products they too will come to a sensible decision.

-###International Business Machines (IBM) is a worldwide, public company in Armonk, N.Y. It is the world’s top provider of computer products and services. The number of employees worldwide is 433,000 and the 2011 yearend from continuing worldwide operations revenue was $106.9 billion. IBM’s official industry contains diversified computer systems. The company is involved in different industries around the world. The company’s main source of income is through selling its software, hardware, and storage systems.

International Business Machines 1 New Orchard Road, Armonk, New York, 94710 www.ibm.com Feature Story Sept. 22, 2012 FOR MORE INFORMATION CONTACT: Dabrielle Goodwin 481-516-2342 dgoodwin@crimson.ua.edu IBM ventures back into the Personal Computer Market IBM will be releasing its first personal computer since 2005 on, July 10th, 2013. The computer was inspired by IBM’s THINK campaign, and will be called the MasterMIND. The computer will boast the fastest processor on the market to date and will come in a variety of sizes. “We have not been producing personal computers in house for a while,” said CEO Virginia M. Rometty. “We are excited to venture back into this market with our own spin on the designs and ideas.” The MasterMIND will be IBM’s tester back into the personal computer market. A goal of $2.9 million has been set for sales within the first six months. The success of the MasterMIND will determine the future of IBM in the personal computer industry. IBM hopes to release other models tailored specifically to individuals needs based off of their field of study and work needs. “Great ideas can come from anyone, anywhere in the world as long as you ask for it,” said Management Innovation eXchange Editorial Director, Polly LaBarre, at IBM’s THINK campaign, “A Forum on the Future of Leadership”. This inspirational speech amongst others at the forum helped to spark the creation of the MasterMIND.

-MORE-

Video News Release Man behind camera: Have you heard about the new IBM laptop Mastermind? Speaker 2: Oh yeah it’s supposed to be super awesome right? Man : Exactly, pretty much the coolest laptop ever. Best graphics, processor, screen resolution, the works. What would you say, if we gave you one? Speaker 2: that would be pretty awesome! Man: Well here ya go! (hands him a laptop) Speaker 2: YES!! AWESOME!! (man in general freaks out) Camera switches from video to video of other people getting free laptops and freaking out. Man doing voice over: If you would like you and other people in your area to receive a laptop nominate your city for a free laptop giveaway bonanza! Follow #TheMasterMIND (on screen) on twitter to help your city!

Viral 2 Spoof of Mac vs PC commercial Mac Guy: So Pc how you doing over there in the land of the losers? Pc Guy: Oh I’m fine now that I’ve got my new friends In walks Christian Bale with Chuck Norris Christian Bale: We’ll take it from here buddy, thanks for all you’ve done over the years. Hi, I’m IBM

Chuck Norris: And I’m the New MasterMind PC Mac Guy: Wow… you’re actually pretty impressive Chuck Norris: Fastest processor Christian Bale: You’re welcome Chuck Norris: Awesome Graphics Christian Bale: Don’t mention it Chuck Norris: Tailored for your needs Christian Bale: We do what we can. Mac Guy: *talking to others off stage* When do I get an upgrade?

Viral 3 Spoof of Mac Vs PC commercial Mac and PC guy on stage Mac Guy: Oh hey PC, Nice to talk to you without your friends here to back you u.. Chuck Norris enters Chuck Norris: This guy trying to give you trouble buddy? Mac Guy: Oh great you again PC Guy: Yeah a little but we all know who is superior now Mac Guy: Just because you did a fancy upgrade.. Chuck Norris: Fancy Upgrade? Completely remodeled thank you. From the world’s fastest processor to our easy customization for everybody, it’s all 100% new. *Turns to camera Hey Mac Users, get out of your coffee shop and try a real computer.

Twitter Handle

https://twitter.com/ThinkMasterMIND For student discounts use online access code- TH1NK ibm.com/mastermind . http://

Buy a #MasterMIND laptop online between July 1 and Aug.15 and receive a free printer with shipping. Now Searching for Student Representatives, competitive pay, tuition reimbursement & #MasterMIND provided. Apply at ibm.com/careers http://

IBM will partner with numerous universities to ensure that all users have on-campus technical support. #TheMasterMIND Sneak Preview #TheMasterMIND pic.twitter.com/d9zQBK4s

Pre-Orders will be available for #TheMasterMIND, attach a copy of your Student ID and receive a 15% off Student DISCOUNT. The MasterMIND @ThinkMasterMIND THINK about new kinds of Leadership. Incoming college freshmen and transfers RT and enter for a chance to win a FREE laptop. RT #The MasterMIND Think Better, Think Smarter, Think Now #TheMasterMIND Envision, Imagine, Visualize & Believe in a revolutionary computer, meant for the business world but made for the home.#ThinkMasterMIND

MasterMIND The MasterMIND Think Better Think Smarter Think NOW • Product of IBM • Armonk, N.Y. • Release Date July 10, 2012 About

Photos Status The MasterMIND 16 hours ago

Friends Photo

Likes Check In

The MasterMIND 17 hours ago

For student discounts use online access code- TH1NK ibm.com/mastermind The MasterMIND 17 hours ago

IBM will partner with numerous universities to ensure that all users have oncampus technical support. The MasterMIND 17 hours ago

Buy a MasterMIND laptop online between July 1 and Aug. 15 and receive a free printer with shipping.

Sneak Preview #TheMasterMIND pic. twitter.com/d9zQBK4s

The MasterMIND 17 hours ago Now Searching for Student Representatives, competitive pay, tuition reimbursement & MasterMIND provided. Apply at http://ibm.com/careers

The MasterMIND 18 hours ago Pre-Orders will be available for TheMasterMIND, attach a copy of your Student ID and receive a 15% off Student DISCOUNT.

The Big Blue

The Official Newsletter of International Business Machines

June 23, 2012

Victoria Traver Editor in Cheif

Introducing IBM’s Latest Personal Computer: the MasterMIND IBM developers have just unveiled the latest IBM laptop since 2005, the MasterMIND. To get all of the IBM employees familiar with the laptop, corporate is offering free employee workshops. The employee workshops will be offered throughout the months of July and Aug. The workshops will be directed by our in-house IBM IT developers. They will be held every Thursday from 4p.m. to 5:30p.m. All employees are encouraged to attend at least one MasterMIND workshop. There will be an extra lunch hour workshop, 11a.m. to noon, the last Monday of both July and Aug. The workshops will differ slightly from week to week.

That is done to insure employees that they can attend multiple workshops without any redundancies. Special incentives will be rewarded each week to those employees who attend the workshops. Incintives will include special promotional offers such as discounts on the MasterMIND and free IBM software downloads with the purchase of any MasterMIND laptop. The incentives will be given to the employees who complete the individual workshops, but they can also be utilized by others, such as family and friends. The MasterMIND is the first laptop IBM has put into production in seven years. The personal computer industry is changing, and so is the way people need personal computers. IBM employees will now have an option to work with the machines they know best from anywhere they please. The MasterMIND is going to shoot IBM straight to the top of the personal computer market. The best way to insure the MasterMIND’s success is for IBM employees to familiarize themselves with the new product. IBM developers would like the chance to interact with employees during these workshops to gain employee feedback. Check your local departments for registration sign up forms.

What is Behind the “THINK” Campaign IBM has always been a frontrunner in leading the pursuit of technological greatness. The “THINK” campaign encompasses IBM’s belief that the personal computer should give individuals the technological fuel to power the greatest of all machines, the mind. The MasterMIND is an extension of what the “THINK” campaign can do for modern technology. IBM is embracing the idea of partnering the thoughts and creative potential of the individual with the computing and technological capabilities of the

MasterMIND. It is an innovative, one-of-a-kind experience you have with an IBM machine that allows you to fully utilize your thinking capabilities. “THINK” is a campaign that embraces those who are revolutionaries, and those who show no hesitation in breaking industry norms. IBM is using the “THINK” campaign to burst back into the personal computer market after a seven year hiatus. The goal is to provide users of the MasterMIND a better, smarter way to revolutionize the way they think. Individuals have, for a long time, needed a creative outlet that can handle the extensive thoughts and ideas coming from these “masterminds” themselves. IBM took on the mission to create a campaign to let those individuals know that the same machines they have loved for more than a century, is now better, smarter, faster, and now portable.

WHO: IBM Employees WHAT:

Join us for a series of in-house workshop’s introducing

our new product the “MasterMIND.”

WHEN: Workhops will be held every Wednesday & Thursday from 11 a.m. until noon and 4p.m. until 5 p.m.

WHERE:

The Gerstner Presentation Room

WHY:

The in-house workshop’s will allow employee’s to become oriented and have a familiar understanding with the new product the “MasterMIND.”

Special Offers • Buy a MasterMind laptop online between July 1 and Aug. 15 and get a free printer with free shipping • Online student discount access code- TH1NK • Check out updates on Facebook and Twiter http://www.facebook.com/pages/IBM/168597536563870

http://twitter.com/IBM

http://digg.com/news/technology/ibm

Think Better, Think Smarter, Think NOW

MasterMIND

Think Faster With The MasterMIND

•

Lightweight

•

13, 15 or 17 Inch High Resolution Display

•

Available in Different Colors

•

8GB RAM Memory

•

Beats Audio

•

8 Hour Battery Life

•

Bluetooth Capability

This software delivers instant access

•

Intel Core i7 Processor

to materials from any "Cloud" capable

88 percent of college undergrads own

•

Wi-Fi

PCcomputer. It is easy and fast to set-up.

laptop computers. The market for laptops

•

Built-in Webcam

There are a few different deployment

is highly competitive and rapidly changing.

•

2 Year Warrenty

models of The Cloud, including The

The MasterMIND is at the top of its class

•

24 Hour Live Chat Support

SmartCloud and The Academic Skills

Why IBM?

Think Sensibly

The IBM Cloud

Think Together

and offers many upgraded features at a

Cloud. This allows for teachers to access

more affordable price.

IBM software to help students learn new

The MasterMIND is lightweight, making

technologies, without having to install

it conveniently portable for college

them on their computers.

students that want to carry it with them daily.This state of the art laptop has The SmartCloud capability, allowing students to effortlessly exchange and access materials from campus to home.