Chinese device maker Lenovo wants to be known as a PC+ brand in the marketplace. Acutely aware that the PC market is fast dwindling and there is a strong customer demand for new-age mobility devices such as smartphones, tablets and convertibles, this $34-billion Beijing-headquartered company has rolled out an aggressive business strategy in order to drive revenues in what it calls the PC Plus segment. A strong performance in the second fiscal quarter ended September 30, 2013 is proof that Lenovo’s transformation strategy is playing out well, but more on it later. First, a look at its new-found aggression to improve the market share in India.
Lenovo has identified India as a high growth market for the company’s future growth, says Amar Babu, managing director, Lenovo India. “The market worldwide has trended towards smartphones and India is no exception, as the young and tech-savvy people are opting for the latest devices that can perform multiple functions. We are looking at product expansion and focused marketing to strengthen our market in India.”
Last week, Lenovo introduced its stylish and sleek smartphone—the Vibe X. It sports features comparable to those of a high-end superphone such as the face orientation rotation feature, the smart call feature, the Smart swipe, the pocket mode, etc, but is attractively priced at R25,999. “Globally, we have emerged as the No. 4 smartphone brand. In India, we have made an interesting beginning and we expect our growth trajectory to continue with the introduction of newer models,” says Amar, responsible for driving the overall business and growth of the brand in India.
Lenovo forayed into India’s fast-growing smartphone segment last year and has since introduced a slew of mobile phones, tablets and convertibles in the market. It is targeting the entire spectrum of the market— top level, premium segment, middle segment and the entry-level segment. Lenovo expects to garner 5% share of the smartphone market in the country in the next few years. It intends to launch a number of devices to consolidate its presence in the Indian market. “After a detailed study of the consumer requirements, we aim to address the