Telecom Lead Asia: Lenovo has outlined its 3G smartphone strategies for India.
3G smartphones and its geographical reach – from entry level to premium phones addressing the entire market – and association with telecom operators for data bundling will be the corner stone of Lenovo’s growth strategy in India.
Lenovo India MD Amar Babu says the company’s smartphone strategy will be aligned to 3G and mobile Internet growth in India. On Wednesday, Lenovo introduced six new smartphones in India.
“All our new smartphones launched today are 3G-enabled. This may be a record for any phone vendor in India. All our new phones in the pipeline will be 3G focused,” Amar Babu said.
Globally, Lenovo is planning to unveil around 90 smartphone devices this year. Lenovo does not want to share the exact number of 3G phones to be unveiled in India this year.
Lenovo’s success in China is also well connected to 3G. The company’s smartphone shipments grew 206 percent in the fourth quarter of 2012, a significant premium to the overall market in China which grew 117 percent.
Lenovo is excited about its smartphone journey in the country. The PC and phone maker is set to expand its retail presence to 10,000 in phases from the present 3,000.
Sudhin Mathur, director – Smartphone, Lenovo India, who joined from LG recently, said: “We are trying to tap large market where smartphone usage is happening. By offering smartphones through 3,000 + retail outlets and via online presence, we address around 80 percent of smartphone buyers.”
Lenovo India is currently present in most of the tier 1 and 2 towns and metros. The company will expand its presence in rural India, where the aspiration for accessing mobile Internet is growing. But expansion will be in phases.
Lenovo feels that its association with telecom operators for data bundling will enhance its presence and demand for phones. Lenovo will announce its data bundling packages soon. In January, the company announced its tie up with Reliance Communications.
Sudhin Mathur says Lenovo brings lot of excitement to 3G phone users in the country. “Lenovo is for those who do. We do not need a celebrity in India to promote our brands. Our smartphones endorse quality.”
IDC places Lenovo at number 3 position with 6.5 percent share in the smart connected device market (desktop PCs, portable PCs, tablets, and smartphones). Lenovo’s smartphone shipments grew from 3.7 million in 2011 to 23.7 million in 2012.
Milko Van Duijl, senior VP, Lenovo, said, “Our fourth fiscal quarter results clearly demonstrate strong business momentum. Our ultimate goal is to use innovation to differentiate Lenovo and become not only a leading PC+ brand, but also one of the most respected technology companies in the world. Our strategy for India will focus strongly on smartphones.”
Lenovo will also be focusing on quality of battery of its smartphones. 3G phone users look for better battery life to stay connected. Lenovo’s PCs are well known for battery quality.