Last year, the global multinational technology company, Lenovo, was rebranded with a fresh new logo and consumer-friendly attitude, while still adhering to what it is best known and trusted for: enterprise technology. We recently had a chance to talk to Nick Reynolds, Chief Marketing Officer of Asia Pacific, Lenovo, to find out what the company has in store for the region. We began by asking about Lenovo’s position in the PC consumer market and its position in Malaysia. Actually, we just announced our global earnings. We are still the no. 1 in PC with 21 percent market share and about 20 percent in consumer market share. In Asia Pacific, we are no. 1, but we are yet to be no. 1 in Malaysia. That is our mission here for the next 12 to 18 months.
We’ve been growing really well in Malaysia. 12 months ago, we started with 50 staff and now we have about 250 staff, and we are still growing. We are prioritizing our markets, and we look at Malaysia as an important market for us. We then asked about Lenovo’s strongest product category. We have done well in notebooks, in the consumer market. Additionally, we have a new range of commercial YOGA products, as well as a new gaming lineup, and innovative products such as convertible tablets with built-in projector.
Currently, we have a new premium range of commercial products that includes the ThinkPad YOGA, and ThinkPad X1 Carbon, and consumer products such as the X1 YOGA. We will bring forward the premium ThinkPad range, and expand the YOGA range to a lower price point.
We predict that in two to three years, a majority of notebooks in the mainstream market will be convertible notebooks. We have 45 percent market share with YOGA throughout the world, so we are no. 1 by a long shot. To further his point, Reynolds showed us the Lenovo YOGA 900S. You probably have not seen this before as it is not yet in the market. This is the thinnest convertible PC to date, which weighs only 999g. It has a real ‘bling’ about it. If you look at the matching keyboard cover with matching A cover (top of the PC) and B cover (body of the PC), and 12.5-inch display which is in QHD resolution, you can see the elegance we have placed in the design.
Although designed for the consumer, we found that executives are attracted to it as well, as we have heard our commercial users asking for color options for their systems. We are coming out with the commercial version of these YOGA devices as well.
The YOGA 900S, being the lightest and thinnest offering from us, won a lot of awards at the recent CES event. Lenovo’s direction is clear. As a leader in the PC market regionally and worldwide, it will put more emphasis onto the consumer market with its strong line of convertible PCs that targets a wide spectrum of consumers. In addition, Malaysia will see a more aggressive campaign as Lenovo sets its eyes on being the no. 1 brand in the local PC market.
Nick Reynolds, Chief Marketing Officer of Asia Pacific, Lenovo.
Lenovo YOGA 900S.