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outlined its
aggressive plan for achieving hyper growth in the high potential
Indian SMB market. With an aim to replicate its superlative growth in
the enterprise segment and the impressive inroads it has made into
the consumer space, Lenovo is deploying a 3600 approach-to-market
with the objective of making a decisive impact in the high-growth SMB
segment. Lenovo's successful 'protect and attack'
global strategy has helped it to grow at twice the pace of the Indian
PC market. Lenovo India has grown from an overall 7.2% marketshare to
an impressive 10% within a short time frame of 4 quarters (Q1 CY2010
to Q1 CY2011 — IDC India PC Market Tracker Report, JFM 2011). During
this period,
Lenovo's SMB business has grown at more than 27%, an astounding 9
times the pace at which the SMB PC market grew.
Amar Babu, MD, Lenovo
India, said, “Lenovo's overwhelming growth over the last few
quarters is a testimony to the success of our 'protect and attack'
strategy. We strongly believe that going forward the Indian SMB will
be the growth engine of our economy. We are therefore putting SMB at
the core of our attack strategy and aim to play a leading role in the
space.”
Lenovo aims to create a
signifi cant impact in the SMB market by deploying a holistic
approach to market, encompassing aggressive retail push, deeper
channel penetration and channel engagement and introducing an
exclusive product range. Further, Lenovo is devising specifi c
tactics to tackle the 3 sub-segments within SMB-medium business,
small business, SOHO. Elaborating on the company's strategy, Rajiv
Rao, director, SMB, Lenovo India, said, “SMB is not a homogeneous
market. While at one end SOHO operates more like a retail customer,
at the other end of the spectrum the medium business exhibits many
characteristics of a large enterprise. Lenovo aims to focus on the
SMB market with this understanding and cater to specific needs of
the three broad sub-segments with a customized approach and solutions
for each.” To penetrate the length and breadth of the country's
diverse SMB market, Lenovo is creating an unprecedented reach of
close to 500 retail touch points over the next fiscal year, which
includes over 300 retail outlets and close to 200 resellers and
VARs. This will enable Lenovo to move closer to its target audience
at both ends of the SMB spectrum. In line with this objective, Lenovo
is instituting an SMB focused tele-sales set-up to ensure real time
support to the channel community.
And finally, to cater to
the diverse computing needs of Indian SMBs, Lenovo is unveiling an
entire range of laptops, desktops and all-in-ones exclusively
designed exclusively keeping in mind the requirements of the segment.
Aptly named 'Edge', this range, which is part of the acclaimed
'Think' family, brings all the powerful and vital attributes of
the 'Think' brand coupled with features of style and
entertainment that an SMB seeks. Detailing the product launch Rao
added, “We are offering PCs that can
withstand the vagaries of an SMB's growth journey by offering
unmatched performance blended with attractive design and affordable
pricing. Our 'Edge' range of PCs offer worry-free computing,
enabling users to accomplish their business goals and balance their
personal lives. 'Edge' range is carefully designed to optimize
user experience with style coupled with the ThinkPad quality
experience.” The new range of over 10 products are equipped with
Lenovo Enhanced Experience 2.0 for Windows 7, ensuring fastest boot
time along with superior performance, power management and exciting
features leaving the user with an enhanced computing experience.