LENOVO
"We are engineers and we can not avoid it. Doing different works better, lasts longer, is better. " The phrase belongs to a Lenovo ad but it well marks the company's stance in recent years and the way it has faced an increasingly competitive market where differentiation is difficult and has to be done by innovation.Worldwide, Lenovo has already placed second in the PC market, which is increasingly concentrated, and the heritage of IBM's history and experience, which it acquired in 2005, is one of the bases behind the numbers, which innovation and customer service have been added. Alain Raison, executive director for the PC market at EMEA, has made the company's growth ambition well, but above all to do different but better, responding to the new needs of consumer and business customers.
During a meeting of Iberia's customers and partners in recent days in Malta, the Lenovo executive highlighted how the company was able to develop its strategy, bringing together acquisitions and business development and powering brands such as the ThinkPad, which made 25 years, and Yoga, recognized for convertible models, but also gaining space in the gaming area, with Legion.
These are the areas where Lenovo will continue to invest, but the ambition is not limited to these brands, extending to Miix presented at the IFA and also to smartphones, with Motorola, which is now much more integrated into the PCs area after recent reformulation of this business unit.
The fourth quarter 2017/18 results, which Lenovo reported recently, were very positive, with revenue reaching $ 10.6 billion, up 11 percent, the first double-digit growth in the last 10 quarters .
In the Iberian region the numbers are also positive. Lenovo sold 14 million PCs in the last fiscal year and grew 40% in the area of PCs, but Alberto Ruano, Iberia's country manager, said that the company does not want to live in market share and prefers to maintain its market share but grow and be a company that customers trust.
Battle of consumer prices
Lenovo's computer sales are well-balanced between consumer and business, with 55/45% respectively, and Alain Raison admits that the weak market growth in Europe, which mainly affects the consumer segment, is a concern .
In an interview with SAPO explains that it is only possible to overcome this limitation with innovation, and ensures that people are willing to pay more for a premium PC. "People have already shown that they are willing to invest in quality by paying more for smartphones and the same goes for PCs," he explains. In the options is a good device, with quality material, thinner and lighter, with a narrower frame on the screen, and this is the path of the brand's latest models.
Lenovo's computer sales are well-balanced between consumer and business, with 55/45% respectively, and Alain Raison admits that the weak market growth in Europe, which mainly affects the consumer segment, is a concern .
In an interview with SAPO explains that it is only possible to overcome this limitation with innovation, and ensures that people are willing to pay more for a premium PC. "People have already shown that they are willing to invest in quality by paying more for smartphones and the same goes for PCs," he explains. In the options is a good device, with quality material, thinner and lighter, with a narrower frame on the screen, and this is the path of the brand's latest models.
In the area of gaming, where Lenovo debuted the Legion, "the results are good," he explains, recalling that there were some brands already specialized in gaming but that Lenovo showed capacity, quality and design, challenging even some stereotypes after having evaluated customer preferences. And Alain Raison gives the red lights on keyboards as an example.
"Creating a PC is not difficult. What matters is what people do with it and what makes it different, "says the executive.
The transformation of how people work is a key focus in Lenovo's strategy definition, and Alain Raison recalls that as new generations enter the job market there are new demands, and millennials favor flexible equipment and the possibility to work anywhere.
The transformation of how people work is a key focus in Lenovo's strategy definition, and Alain Raison recalls that as new generations enter the job market there are new demands, and millennials favor flexible equipment and the possibility to work anywhere.
"Companies are also transforming themselves and there are fewer and fewer desk space and more meeting rooms where teams work collaboratively," he explains. That's why Lenovo is also developing smaller, portable computers and desktops that can be shared with ThinkCenter Tiny models, which are being renovated to take even less space. And to make the office smarter, Lenovo also has the ThinkSmart Hub 500, which makes it easy to connect users to projectors in a meeting.In order to refresh the portfolio, the company will have news at the IFA in September, but Alain Raison already points the way: to extend its presence in all formats, including ultraslime, eventually detachable and convertible; make consumer lighter reach lighter, with a more elegant and more modern design; improve specs with a wider range of performance; competition with a better value proposition rather than price competition.
Alain Raison also highlighted the importance of Lenovo's bet on augmented reality and virtual reality, which "is still starting to take the first steps but will evolve rapidly." Mirage Solo solutions with Daydream sunglasses and a new Smart Display with Google Assistant integrated are just a few of the company's options, which already have the Explorer Reality Explorer glasses and Star Wars Jedi Challenge.
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