Lenovo gears up for consumer markets

 

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By Alun Williams

Posted on 8 Jun 2007 at 12:29

Lenovo has confirmed its plans to enter the consumer market, boasting of its Formula 1 driven branding success and announcing the release of a 'super luxury' notebook.

The company has been outlining its business strategy for Europe and boasting of its success in driving the Lenovo brand, courtesy of its recent Formula 1 sponsorship of the AT&T and Williams team.

Already a major player in the Chinese consumer market, the company believes it 'can gain more than our fair share' of the fast growing market, said Milko van Duijl, president of Lenovo EMEA and senior VP of Lenovo Group, speaking to journalists this morning.

While he couldn't confirm the exact territories in which Lenovo would begin its consumer foray, the company will be entering the European market and is currently 'forging relationship with channel retail partners'.

Van Duijl also highlighted the company's Transactional Business Model, which targets companies of under 500 employees, with its emphasis on inventory management and high-turnover through the channel. He said that a pilot successfully run in Germany would now be rolled out across other European territories.

Looking back over recent financial results, van Duijl reported 'significant improvements in profit margins' and highlighted Lenovo EMEA's £18m operating profit, derived from a 10.8% increase in turnover.

He was also keen to highlight Lenovo branding efforts, beginning with environmental concerns. 'We want to be known as the greenest company in the industry,' he said, claiming success with Greenpeace's recent Guide to Greener Electronics - Lenovo out in front in green race.

He also cited the brand exposure from the company's recent tie-up with the Williams Formula 1 racing team and Lenovo's close association with the forthcoming Beijing Olympic games.

Intriguingly, van Duijl also teased his audience with news that Lenovo would be producing a limited-edition 'super luxury' notebook (pictured), bound in leather, presented in 'Hermes-style packaging'... Technical details were at a minimum, but it will be based on an ultra-lightweight ThinkPad, feature an integrated SIM card and emphasise 'tailored individual services'. An official announcement is expected in a few weeks.