Lenovo additionally announced the IdeaTab S2, a tablet with a keyboard dock that is similar to the award-winning Asus Transformer Prime, as well as laptops that include the company’s first bid to take on the ‘ultrabook’ market of new thin and light computers. The U310 and U410 will initially sell in America for just $699, but are slightly heavier than their more expensive rivals. The prices marked manufacturers’ attempts to differentiate their products in this new category of devices primarily through price. Forrester analyst Sarah Rotman Epps had previously observed that at $1,000 ultrabooks would be too expensive for mainstream consumers.