CON­VERT­IBLE FU­TURE

HWM (Malaysia) - - SMB -

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.

MARCH 2016

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HWM

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Nick Reynolds, Chief Mar­ket­ing Of­fi­cer of Asia Pa­cific, Len­ovo.

Len­ovo YOGA 900S.

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