Lenovo: Being different
There’s more to Lenovo than being different.
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.