Lenovo, which claims to be the fourth largest PC manufacturer in the world, says it hopes to expand its markets beyond China, where it is a household name.
Speaking during a media briefing yesterday at Northgate in Johannesburg where Lenovo revealed its new brand campaign, 'For Those Who Do', Julian Pienaar, pre-sales and product technologist, said to expand, Lenovo will invest in emerging markets.
He added that the company will target the SME and consumer markets, particularly the youth, as well as entrepreneurs, artists, activists, business owners and educators, whom Lenovo has identified as people who “make things happen”.
Lenovo views the SME market as the engine room for most economies and believes this market has a preference for laptops.
The company quotes IDC as ranking the SME laptop market as the fastest growing commercial segment, which is expected to see an annual growth of just under 20% between 2011 and 2015.
Furthermore, the company revealed, over the next four to five years, growth of PC sales in the SME segment in emerging markets, excluding Latin America, is expected to be double that of mature markets.
Pienaar also pointed out that in emerging markets, a large number of people have access to and use the Internet, even though many of them do not have bank accounts.
He explained that Lenovo has identified a trend away from personal computing towards personal technology, adding that people who use technology are people who “get things done; they are doers”.
These trends were incorporated into the company's new brand strategy.
Lenovo, which describes itself as a 'do' company, said it is also expanding its product range of desktop and laptop computers to include smartphones, tablets, smart TVs and digital home devices.
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