Len­ovo eyes a slice of ac­tion in high-end mar­ket

China Daily (USA) - - BUSINESS - By FANFEIFEI fanfeifei@chi­nadaily.com.cn

Len­ovo Group Ltd launched its flag­ship Moto Z series mod­u­lar hand­set on Tues­day in Bei­jing, to com­pete with Apple Inc and Sam­sung Elec­tron­ics Co Ltd in the pre­mium-end mar­ket.

The mod­u­lar smart­phone, which is only 5.2 mm thick, has high-pow­ered mag­nets on its rear with which users can fas­ten ad­di­tional equip­ment, in­clud­ing aHas­sel­blad cam­era, an ex­tra bat­tery, speaker, pro­jec­tor and phone shell.

“Moto Z un­doubt­edly will lead the in­dus­try change and re­de­fine the smart­phone prod­uct, which is also the most rep­re­sen­ta­tive de­vice after Len­ovo ac­quired Mo­toro­laMo­bil­ity,” said Yang Yuan­qing, Len­ovo chair­man and CEO.

Yang added the smart­phone prod­ucts now lack in­no­va­tive abil­i­ties, and they look and op­er­ate just the same as they have for many years.

“The con­cept and de­sign of the mod­u­lar smart­phone in­volves more func­tions and ap­pli­ca­tions and ex­pands the devel­op­ment space for smart­phones.”

Len­ovo has made great ef­forts to launch dif­fer­en­ti­ated and in­no­va­tive prod­ucts to boost hand­set sales. In June, it un­veiled Phab2 Pro in the United States, the world’s first smart­phone to host ar­gu­mented re­al­ity ap­pli­ca­tions, based on Google Inc’s Tango project.

Chen Xudong, se­nior vi­cepres­i­dent in charge of Len­ovo’s mo­bile busi­ness group, said the com­pany will speed up ef­forts in build­ing more off­line chan­nels.

JamesYan, re­search di­rec­tor at Coun­ter­point Tech­nol­ogy Mar­ket Re­search, told China Daily: “The mod­u­lar phone is a spe­cial and in­no­va­tive prod­uct, but it won’t trig­ger huge­mar­ket de­mand, which is de­ter­mined by whether the con­sumers could af­ford, and use in a con­ve­nient, sim­ple and fast way. How­ever, it is not sat­is­fac­tory in this as­pect.”

Yan added the mod­u­lar phone will help Len­ovo ex­pand in theNorth Amer­ica mar­ket, but it is still at an ini­tial stage in China. “The com­pe­ti­tion among the three ma­jor play­ers, in­clud­ing Apple, Sam­sung and Len­ovo, is fo­cused on the United States.”

Sam­sung launched its lat­est big-screen smart­phone the Galaxy Note 7 with a curved screen and iris-recog­ni­tion tech­nol­ogy last month, with an ex­pec­ta­tion to ex­tend its lead over Apple Inc in the global smart­phone mar­ket.

How­ever, it said last Fri­day that it de­cided to cease sales and re­call all Note 7s sold world­wide due to some of the gad­gets be­ing found to have fault in its bat­tery after it al­legedly ex­ploded in some de­vices.

Apple is ex­pected to launch its revamped iPhones on Sept 7. Ja­son Low, tech in­dus­try ex­pert at Canalys, said: “Users may spend money adding ex­tra bat­ter­ies that could be fas­tened to the mod­u­lar smart­phone, but they would have sec­ond thoughts when buy­ing the cam­era as it is very ex­pen­sive.”

Thick­ness of Len­ovo Group’s Moto Z mo­bile phones

Ma Si con­trib­uted to this story

PRO­VIDED TO CHINA DAILY

Chen Xudong, se­nior vice-pres­i­dent in charge of Len­ovo’s mo­bile busi­ness group, in­tro­duces the com­pany’s Moto Z series mo­bile phones on Tues­day in Bei­jing.

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