Lenovo, World’s Largest PC Vendor, Seeks Global-Local Balance



Lenovo, a Chinese multinational tech company is the world’s largest PC vendor and fourth largest smartphone company.

Headquartered in Beijing, the brand came into existence in 2004 and in 2005, acquired the former Personal Computer Division of IBM, the company that invented the PC industry in 1981. In fact, it still owns the ThinkPad, IBM’s iconic laptop.

Today, Lenovo is a $39 billion personal technology company with more than 54,000 employees in more than 60 countries serving customers in more than 160 countries. Lenovo’s vertically integrated end-to-end business model is distinctive and its goal is to be a ‘global-local’ company in a ‘PC+ world.’

Its range of smart devices includes:

CAVA, the intelligent virtual assistant whose contextually aware, AI-powered deep-learning face-and voice-recognition features help manage day-to-day events.

• The daystAR augmented reality headset comes with an ‘optical display’, 40-degree viewing angles and an ‘independent vision processing unit’ that is untethered.

Smart Cast+ is “an intelligent, interactive speaker, to do more – it recognizes sounds, objects and delivers AR experiences. It makes learning fun and immersive like with the fairytale module where children can learn Chinese, project their illustrations and Chinese subtitles while listening to the lesson.”

• The Xiaole platform is envisioned to “constantly learns from conversations with customers and adjusts accordingly to provide a personalized and customized user experience.”

• Lenovo, which also owns Motorola, unveiled the Z2 Force handset at its annual #hellomotoworld event. At their Lenovo Tech World conference in Shanghai, the company unveiled products that represent its “vision for the future of AI.”

• Pocket Lint noted, “If you’re looking for a laptop all-rounder then you’ll be hard pressed to buy anything better balanced than the Lenovo Yoga 720. It’s one well conceived laptop that should really be on your radar.” The Yoga laptop launched a “Star Wars” augmented reality game with Disney in July that requires a Lenovo Mirage headset to play.

• As the owner of Motorola, Lenovo’s entry-level Moto phones—the Moto E4 and E4 Plus—are available for $129 and $179 respectively, while the E4 will be sold as an Amazon Prime exclusive.

• The Explorer headgear is a mixed reality headset with dual cameras, VR motion tracking and optional motion controllers for greater immersive control. $350 buys the headset, or $450 for a bundle with the motion controllers.

Lenovo is focused on big data, AI and hybrid cloud workloads and to that end launched 14 server platforms, seven storage systems, and five network switches. With a goal of being the No. 1 supercomputing company in the world, it ships four devices every second.

The company leverages economies of scale and manufactures motherboards. Kirk Skaugen, president of its data center unit believes that “supercomputers are the concept cars that enable Lenovo to pilot technology and then move it to the enterprise.”

Lenovo CMO David Roman told CNBC the company is focused on its brand, but it’s telling a different brand story than its rivals:

What we’re trying to do is really make it relevant, show our personality, show the attitude—what drives the company, what motivates us. If you are a consumer looking for a phone, a tablet, a PC, a gaming device (or) VR goggles, we want your perception of Lenovo to be the same. We still have a Moto campaign (for Motorola), a Yoga (laptop) campaign (and) we want to make them similar and part of a broader consumer (-facing) campaign.