Len­ovo: Be­ing dif­fer­ent

There’s more to Len­ovo than be­ing dif­fer­ent.

HWM (Malaysia) - - CONTENTS - Text by Michael Low

Len­ovo’s re­brand­ing ef­forts back in 2015 re­sulted in a bold new logo and uni­fied its tech­nol­ogy prod­uct and ser­vice port­fo­lio un­der one nar­ra­tive:

‘Dif­fer­ent is Bet­ter’. At IFA 2017, we learned first-hand how the cus­tomer-cen­tric For­tune 500 com­pany is well po­si­tioned to reap the ben­e­fits of that trans­for­ma­tion across its ex­ist­ing busi­nesses and emerg­ing tech­nolo­gies.

More than just a tagline

“In­no­va­tion drives a dif­fer­ent way of do­ing things – a bet­ter way of do­ing things,” a sen­ti­ment raised by David Ro­man, Len­ovo’s Se­nior Vice Pres­i­dent and Chief Mar­ket­ing Of­fi­cer in out­lin­ing the 3-wave strat­egy that the com­pany is cur­rently fo­cused on pur­su­ing in the name of con­tin­ued long-term growth.

The first wave is con­cerned with main­tain­ing PC lead­er­ship, which Len­ovo aims to achieve by bal­anc­ing prof­itabil­ity with new growth ar­eas in the PC and Smart De­vices busi­ness. With ris­ing com­po­nent costs and de­clin­ing PC ship­ments to con­tend with in Q1 2017, it’ll be in­ter­est­ing to see how the [Le­gion] gam­ing PCs, [Yoga] con­vert­ible and [Miix] de­tach­able PCs, as well as other fast-grow­ing de­vices fare in a mar­ket that is rapidly con­sol­i­dat­ing among three key ven­dors.

“In the pre­vi­ous quar­ter, we were num­ber one in Malaysia in terms of Pc gam­ing, and we out­grew the mar­ket in Sin­ga­pore, Philip­pines and other ASeAN coun­tries by dou­ble and even triple-digit in­creases, said Ken Wong, Len­ovo’s Se­nior Vice Pres­i­dent and Pres­i­dent of Asia Pa­cific. “Look­ing at Asia Pa­cific, the PC busi­ness is slightly flat at low sin­gle-digit growth, but the gam­ing seg­ment is boom­ing, which helps to off­set some of shrink­ing seg­ments in the Pc mar­ket.” He added that the sec­ond and third growth seg­ments are the thin-an­d­light con­vert­ibles and 2-in-1 de­tach­ables, which is why Len­ovo in­tro­duced the 12-inch Yoga 720 and Miix 520 dur­ing IFA 2017.

“Some re­searches are es­ti­mat­ing that by 2020, 65 per­cent of the world’s mil­len­nial pop­u­la­tion will be in Asia. to en­sure con­tin­ued prof­itable growth in the re­gion, we iden­ti­fied three in­sights that mat­ter to mil­len­ni­als: they are ‘mo­bile first’; they want choices; and they work hard, but also play harder,” Wong com­mented, which led to smart pen func­tion­al­ity and far-field voice recog­ni­tion tech­nol­ogy be­ing im­ple­mented across most of Len­ovo’s IFA 2017 prod­ucts. the new Yoga 920 best en­cap­su­lates these at­tributes, along­side im­mer­sive Vr ex­pe­ri­ence by way of Len­ovo ex­plorer and sim­i­lar Mixed re­al­ity head­sets.

cus­tomer-cen­tric­ity is the key

Mean­while, the sec­ond wave is fo­cused on turn­ing two ac­quired busi­nesses – Google’s Mo­torola Mo­bil­ity and IbM’s Sys­tem X, both in­te­grated into the Mo­bile busi­ness Group (MbG) and Data cen­ter Group (DCG), re­spec­tively – into profit en­gines. es­sen­tially, MbG’s strat­egy is to have a global port­fo­lio of prod­ucts at va­ri­ety of price points and fea­tures to meet the needs of that con­sumer base. “In gen­eral, you’ll see Moto-branded de­vices through­out the globe, while cer­tain mar­kets will still have Len­ovo-branded phones,” com­mented Jim thiede, Len­ovo MbG’s Se­nior Di­rec­tor and Head of Global Prod­uct Mar­ket­ing.

Con­sumer in­sights fig­ure promi­nently in Len­ovo’s de­ci­sion mak­ing and in­no­va­tion pro­cesses. For ex­am­ple, cam­eras are a key fea­ture for the APAc mar­ket, and as such, the fourth-gen­er­a­tion Moto X is de­signed around a dual rear cam­era sys­tem, com­pris­ing a 12MP Dual AF Pixel sen­sor and an 8MP ul­tra-wide an­gle lens. the front 16MP cam­era, on the other hand, in­cludes an adap­tive low-light mode, panorama and in­ter­est­ing fil­ters for bet­ter-look­ing self­ies. Other con­sid­er­a­tions in­clude find­ing an op­ti­mal bal­ance be­tween bat­tery size and thin­ness, which re­sulted in a 3,000mAh bat­tery and 7.99mm-thin chas­sis.

“In the pre­vi­ous quar­ter, we were num­ber one in Malaysia in terms of PC gam­ing, and we out­grew the mar­ket in Sin­ga­pore, Philip­pines and other ASEAN coun­tries by dou­ble and EvEN TRIPLE-DIGIT IN­CREASES.” ken Wong, len­ovo’s se­nior Vice Pres­i­dent and Pres­i­dent of Asia Pa­cific.

Newspapers in English

Newspapers from Malaysia

© PressReader. All rights reserved.