LENOVO GROUP LTD. or LENOVO PC INTERNATIONAL or shortened as LENOVO
(/lɛnˈoʊvoʊ/ lehn-OH-voh ; formerly stylized as LENOVO) is a
Chinese multinational technology company with headquarters in Beijing
Morrisville, North Carolina . It designs, develops,
manufactures and sells personal computers , tablet computers ,
smartphones , workstations , servers , electronic storage devices, IT
management software, and smart televisions . Since 2013,
Lenovo is the
world\'s largest personal computer vendor by unit sales. It markets
ThinkPad line of notebook computers,
IdeaPad and Yoga lines of
notebook laptops, and the
ThinkCentre lines of
Lenovo has operations in more than 60 countries and sells its
products in around 160 countries. Lenovo's principal facilities are in
Beijing and Morrisville, with research centers in Beijing,
Nanjing , and
Wuhan in China, Yamato in
Kanagawa Prefecture ,
Japan and Morrisville in the U.S. It operates a
joint venture with EMC called LenovoEMC, which sells network-attached
storage solutions. It also has a joint venture with
Holdings, which produces personal computers for the Japanese market.
Lenovo was founded in
Beijing in November 1984 as LEGEND and was
Hong Kong in 1988.
IBM 's personal
computer business in 2005 and agreed to acquire its Intel-based server
business in 2014.
Lenovo entered the smartphone market in 2012 and as
of 2014 was the largest vendor of smartphones in Mainland China. In
Lenovo agreed to acquire the mobile phone handset maker
Motorola Mobility from
Google , and in October 2014 the deal was
Lenovo is listed on the
Hong Kong Stock Exchange and is a constituent
Hang Seng China-Affiliated Corporations Index , often referred
to as "Red Chips ".
* 1 History
* 1.1 Founding and early history
* 1.2 IPO, second offerings, and bond sales
* 1.3 Tianxi
* 1.4 Mergers, acquisitions, and partnerships
* 1.4.2 Mobile devices
* 1.4.5 CCE
* 1.4.6 Stoneware
* 2 Name
* 3 Security
Lenovo Service Engine
Lenovo Customer Feedback program
* 4 Products and services
* 4.1 Personal and business computing
* 4.1.5 ThinkVision displays
* 4.2 Smartphones
* 4.3 Smart televisions
* 4.4 Wearables
* 4.5 DOit apps
* 4.5.1 REACHit
* 4.5.2 SHAREit
* 4.5.3 WRITEit
* 4.5.4 SECUREit
* 4.5.5 SYNCit
* 4.5.6 SNAPit Camera
* 4.5.7 SEEit Gallery
* 5 Operations
* 6 Corporate affairs
* 6.1 Financials and market share
* 6.2 Ownership
* 6.3 Corporate culture
* 6.4 Leadership
* 6.4.3 Board of directors
* 7 Marketing and sponsorships
* 7.1 Emerging markets
* 7.1.2 India
* 7.1.3 Africa
* 7.2 United States
* 7.5 Olympics
YouTube Space Lab
* 7.7 NFL
* 7.8 The Pursuit
* 7.9 Tech World
* 7.10 Goodweird
* 8 See also
* 9 References
* 10 Further reading
* 11 External links
FOUNDING AND EARLY HISTORY
Liu Chuanzhi founded
Lenovo on November 1 in 1984 with a group of ten
Beijing with 200,000 yuan. The Chinese government
approved Lenovo's incorporation on the same day. Jiǎ Xùfú
(贾续福), one of the founders of Lenovo, indicates the first
meeting in preparation for starting the company was held on 17 October
of the same year. Eleven people, the entirety of the initial staff,
attended. Each of the founders was a middle-aged member of the
Institute of Computing Technology attached to the Chinese Academy of
Sciences . The 200,000 yuan used as start-up capital was approved by
Zēng Màocháo (曾茂朝). The name for the company agreed upon at
this meeting was the
Chinese Academy of Sciences
Chinese Academy of Sciences Computer Technology
Research Institute New Technology Development Company.
Their first significant effort, an attempt to import televisions,
failed. The group rebuilt itself within a year by conducting quality
checks on computers for new buyers.
Lenovo soon started developing a
circuit board that would allow IBM-compatible personal computers to
process Chinese characters. This product was Lenovo's first major
Lenovo also tried and failed to market a digital watch. Liu
said, "Our management team often differed on which commercial road to
travel. This led to big discussions, especially between the
engineering chief and myself. He felt that if the quality of the
product was good, then it would sell itself. But I knew this was not
true, that marketing and other factors were part of the eventual
success of a product." The fact that its staff had little business
experience compounded Lenovo's early difficulties. "We were mainly
scientists and didn't understand the market," Liu said. "We just
learned by trial-and-error, which was very interesting—but also very
dangerous," said Liu. In 1990,
Lenovo started to manufacture and
market computers using its own brand name.
In May 1988,
Lenovo placed its first recruitment advertisement. The
ad was placed on the front page of the
China Youth News. Such ads were
quite rare in
China then. Out of the 500 respondents, 280 were
selected to take a written employment exam. 120 of these candidates
were interviewed in person. Although interviewers initially only had
authority to hire 16 people, 58 were given offers. The new staff
included 18 people with graduate degrees, 37 with undergraduate
degrees, and three students with no university-level education. Their
average age was 26.
Yang Yuanqing , the current
CEO of Lenovo, was
among that group.
Liu Chuanzhi received government permission to form a subsidiary in
Hong Kong and to move there along with five other employees. Liu's
father, already in Hong Kong, furthered his son's ambitions through
mentoring and facilitating loans. Liu moved to
Hong Kong in 1988. To
save money during this period, Liu and his co-workers walked instead
of taking public transportation. To keep up appearances, they rented
hotel rooms for meetings.
IPO, SECOND OFFERINGS, AND BOND SALES
Lenovo became publicly traded after a 1994
Hong Kong listing that
raised nearly US$30 million. Prior to its IPO, many analysts were
optimistic about Lenovo. The company was praised for its good
management, strong brand recognition, and growth potential. Analysts
also worried about Lenovo's profitability. Lenovo's IPO was massively
over-subscribed. On its first day of trading, the company's stock
price hit a high of HK$2.07 and closed at HK$2.00. Proceeds from the
offering were used to finance sales offices in Europe, North America
and Australia, to expand and improve production and research and
development, and to increase working capital.
Lenovo was first listed, its managers thought the only purpose
of going public was to raise capital. They had little understanding of
the rules and responsibilities that went along with running a public
Lenovo conducted its first secondary offering in 1997,
Liu proudly announced the company's intent to mainland newspapers only
to have its stock halted for two days by regulators to punish his
statement. This occurred several times until Liu learned that he had
to choose his words carefully in public. The first time Liu traveled
to Europe on a "roadshow" to discuss his company's stock, he was
shocked by the skeptical questions he was subjected to and felt
offended. Liu later came to understand that he was accountable to
shareholders. He said, "Before I only had one boss, but CAS never
asked me anything. I relied on my own initiative to do things. We
began to think about issues of credibility. Legend began to learn how
to become a truly international company."
To fund its continued growth,
Lenovo issued a secondary offering of
50 million shares on the
Hong Kong market in March 2000 and raised
about US$212 million.
Mary Ma, Lenovo's chief financial officer from 1990 to 2007, was in
charge of investor relations. Under her leadership, Lenovo
successfully integrated Western-style accountability into its
corporate culture. Lenovo's emphasis on transparency earned it a
reputation for the best corporate governance among mainland Chinese
firms. All major issues regarding its board, management, major share
transfers, and mergers and acquisitions were fairly and accurately
reported. While Hong Kong-listed firms were only required to issue
financial reports twice per year,
Lenovo followed the international
norm of issuing quarterly reports.
Lenovo created an audit committee
and a compensation committee with non-management directors. The
company started roadshows twice per year to meet institutional
investors. Ma organized the first-ever investor relations conference
held in Mainland China. The conference was held in
Beijing in 2002 and
televised on CCTV. Liu and Ma co-hosted the conference and both gave
speeches on corporate governance. Former
Lenovo logo, used from
2003 until 2015
In May 2015,
Lenovo revealed a new logo at
Lenovo Tech World in
Beijing, with the slogan "Innovation Never Stands Still" (Chinese :
创新无止境). Lenovo's new logo, created by Saatchi, New York, can
be changed by its advertising agencies and sales partners, within
restrictions, to fit the context. It has a lounging "e" and is
surrounded by a box that can be changed to use a relevant scene, solid
color, or photograph. Lenovo's Chief Marketing Officer David Roman
said, "When we first started looking at it, it wasn't about just a
change in typography or the look of the logo. We asked 'If we really
are a net-driven, customer-centric company, what should the logo look
like?' We came up with the idea of a digital logo first … designed
to be used on the internet and adaptable to context."
In early June 2015,
Lenovo announced plans to sell up to US$650
million in five-year bonds denominated in Chinese yuan. The bonds will
be sold in
Hong Kong with coupon ranging from 4.95% to 5.05%. This is
only the second sale of bonds in Lenovo's history. Financial
commentators noted that
Lenovo was paying a premium to list the bonds
in yuan given relatively low costs for borrowing in American dollars.
The Tianxi computer was designed to make it easy for inexperienced
Chinese consumers to use computers and access the Internet. One of its
most important features was a button that instantly connected users to
the Internet and opened the Web browser. It was co-branded with China
Telecom and it was bundled with one year of Internet service. The
Tianxi was released in 1998. It was the result of two years of
research and development. It had a pastel-colored, shell-shaped case
and a seven-port USB hub under its screen. As of 2000, the Tianxi was
the best-selling computer in Chinese history. It sold more than
1,000,000 units in 2000 alone.
MERGERS, ACQUISITIONS, AND PARTNERSHIPS
Lenovo works to integrate the management of each newly acquired
company into its larger culture.
Lenovo has a dedicated mergers and
acquisitions team that tracks the progress of these integrations.
Lenovo has an annual meeting where the management of newly acquired
companies meets with its top 100 executives. In these meetings, held
Lenovo explains its global strategy and how new executives
fit into its plans.
ThinkPad logo, as shown on the
ThinkPad x100e notebook
IBM 's personal computer business in 2005, including
ThinkPad laptop and tablet lines. Lenovo's acquisition of IBM's
personal computer division accelerated access to foreign markets while
improving both Lenovo's branding and technology.
Lenovo paid US$1.25
billion for IBM's computer business and assumed an additional US$500
million of IBM's debt. This acquisition made
Lenovo the third-largest
computer maker worldwide by volume.
In regards to the purchase of IBM's personal computer division, Liu
Chuanzhi said, "We benefited in three ways from the
We got the
ThinkPad brand, IBM's more advanced PC manufacturing
technology and the company's international resources, such as its
global sales channels and operation teams. These three elements have
shored up our sales revenue in the past several years."
IBM acquired an 18.9% shareholding in
Lenovo in 2005 as part of
Lenovo's purchase of IBM's personal computing division. Since then,
IBM has steadily reduced its holdings of
Lenovo stock. In July 2008,
IBM's interest in
Lenovo fell below the 5% threshold that mandates
Intel based server lines, including
IBM System x and IBM
BladeCenter were sold to
Lenovo in 2014.
Lenovo says it will gain
access to more enterprise customers, improve its profit margins, and
develop a closer relationship with Intel, the maker of most server
processors, through its acquisition of IBM's x86-based server
business. On 1 October 2014,
Lenovo closed its acquisition of IBM’s
server division, with the final price put at $2.1 billion. Lenovo
said this acquisition came in at a price lower than the previously
announced $2.3 billion partially because of a change in the value of
IBM inventories. The deal has been already approved by Europe, China
and the United States. The United States Department of Treasury
Committee on Foreign Investment in the United States (CFIUS) was
reportedly the last hurdle for Lenovo, since the United States has the
strictest policies. According to Timothy Prickett-Morgan from
Enterprise Tech, the deal still awaits "approval of regulators in
European Commission , and Canada."
Lenovo said that its goal was to become the world's
largest maker of servers.
Lenovo also announced plans to start
integrating IBM's workforce. The acquisition added about 6,500 new
employees to Lenovo.
Lenovo said that it has no immediate intent to
Lenovo said that positions in research and development and
customer-facing roles such as marketing would be "100% protected", but
expected "rationalization" of its supply chain and procurement.
Lenovo said that its x86 servers will be available to all its channel
Lenovo plans to cut prices on x86 products in order to gain
market share. This goes in alliance with
IBM 's vision of the future
around cloud technologies and their own POWER processor architecture.
The Vibe X smartphone presented by models at launch
Lenovo sold its smartphone and tablet division in 2008 for US$
100,000,000 in order to focus on personal computers and then paid US$
200,000,000 to buy it back in November 2009. As of 2009 , the mobile
division ranked third in terms of unit share in China's mobile handset
Lenovo invested CN¥ 100,000,000 in a fund dedicated to
providing seed funding for mobile application development for its
LeGarden online app store . As of 2010, LeGarden had more than 1,000
programs available for the LePhone. At the same time, LeGarden counted
2,774 individual developers and 542 developer companies as members.
Lenovo entered the smartphone market in 2012 and quickly became the
largest vendor of smartphones in Mainland China. Entry into the
smartphone market was paired with a change of strategy from "the
one-size-fits-all" to a diverse portfolio of devices. These changes
were driven by the popularity of Apple's iPhone and Lenovo's desire to
increase its market share in mainland China.
Lenovo passed Apple to
become the No. 2 provider of smartphones to the Chinese market in
2012. However, due to there being about 100 smartphone brands sold in
China, this second only equated to a 10.4% market share.
In May 2012,
Lenovo announced an investment of US$793 million in the
construction of a mobile phone manufacturing and R no financial
details have been disclosed.
Lenovo said that the company was
acquired in order to gain access to new technology and that Stoneware
is not expected to significantly affect earnings. More specifically,
Stoneware was acquired to further Lenovo's efforts to improve and
expand its cloud-computing services. For the two years prior to its
acquisition, Stoneware partnered with
Lenovo to sell its software.
During this period Stoneware's sales doubled. Stoneware was founded in
2000. As of September 2012, Stoneware is based in Carmel, Indiana and
has 67 employees.
The signing ceremony for the
LenovoEMC joint venture Main
Lenovo and EMC formed
LenovoEMC as a joint venture to offer network
attached storage (NAS) solutions. LenovoEMC's products were formerly
offered under the
Iomega brand name. After the formation of LenovoEMC,
Iomega ceased to exist as business unit. LenovoEMC's products are
designed for small and medium-sized businesses that do not have the
budgets for enterprise-class data storage.
LenovoEMC is part of a
broader partnership between the two companies announced in August
2012. This partnership also includes an effort to develop x86-based
servers and allowing
Lenovo to act as an OEM for some EMC hardware.
Lenovo is expected to benefit from the relatively high profit margins
of the NAS market.
LenovoEMC is part of Lenovo's Enterprise Products
Motorola Moto X
On 29 January 2014,
Google announced it would sell Motorola Mobility
Lenovo for US$2.91 billion. When
Lenovo first announced
the acquisition of Motorola, they said the purchase would be funded
with $660 million in cash, $750 million in
Lenovo stock, and a $1.5
billion promissory note due in three years. As of February 2014,
Google owns about 5.94% of Lenovo's stock. The deal includes
smartphone lines like the Moto X and Moto G and the
Droid Turbo .
Lenovo also got the future
Motorola Mobility product roadmap. Google
will retain the Advanced Technologies traditional Chinese : 聯想;
pinyin : Liánxiǎng ) means "association" (as in "word association")
or "connected thinking". It can also imply creativity. Lenovo
advertisement at the Consumer
Electronics Show , 2012
For the first 20 years of its existence, the company's English name
was "Legend" (in Chinese 联想 Liánxiǎng). In 2002, Yang Yuanqing
decided to abandon the Legend brand name to expand internationally.
"Legend" was already in use by many businesses worldwide (whose
products and services (in the United States, for example), would
include those from both the technological and non-technological arenas
of industry and commerce), making it impossible to register in most
jurisdictions. In April 2003, the company publicly announced its new
name, "Lenovo", with an advertising campaign including huge billboards
and primetime television ads.
Lenovo spent 18 million RMB on an
eight-week television advertising campaign. The billboards showed the
Lenovo logo against blue sky with copy that read, "Transcendence
depends on how you think." By the end of 2003,
Lenovo had spent a
total of 200 million RMB on rebranding.
In February 2015,
Lenovo became the subject of controversy for having
bundled software identified as malware on some of its laptops. The
Superfish Visual Discovery, is a web browser add-on that
injects price comparison advertising into search engine results pages.
HTTPS -encrypted communications, the software also
installed a self-signed digital certificate . When the Superfish
private key was compromised, it was also discovered that the same
private key was used across all installations of the software, leaving
users vulnerable to security exploits utilizing the key.
between US$200,000 to US$250,000 on its deal with Superfish.
The head of
Superfish responded to security concerns by saying the
vulnerability was "inadvertently" introduced by Komodia, which built
the application. In response to the criticism,
Lenovo detailed that
it would cease further distribution and use of the
and offered affected customers free six-month subscriptions to the
McAfee LiveSafe software.
Lenovo issued a promise to reduce the
amount of "bloatware " it bundles with its
Windows 10 devices,
promising to only include
Lenovo software, security software, drivers,
and "certain applications customarily expected by users". Salon tech
writer David Auerbach compared the
Superfish incident to the
rootkit scandal , and argued that "installing
Superfish is one of the
most irresponsible mistakes an established tech company has ever
LENOVO SERVICE ENGINE
From October 2014 through June 2015, the
UEFI firmware on certain
Lenovo models had contained software known as "
Lenovo Service Engine,"
Lenovo says automatically sent non-identifiable system
Lenovo the first time Windows is connected to the
internet, and on laptops, automatically installs the
Optimizer program (software considered to be bloatware ) as well. This
process occurs even on clean installations of Windows. It was found
that this program had been automatically installed using a new feature
Windows 8 , Windows Platform Binary Table , which allows executable
files to be stored within
UEFI firmware for execution on startup, and
is meant to "allow critical software to persist even when the
operating system has changed or been reinstalled in a 'clean'
configuration"; specifically, anti-theft security software. The
software was discontinued after it was found that aspects of the
software had security vulnerabilities, and did not comply with revised
guidelines for appropriate usage of WPBT. On 31 July 2015, Lenovo
released instructions and
UEFI firmware updates meant to remove Lenovo
LENOVO CUSTOMER FEEDBACK PROGRAM
At a third time in 2015, criticism arose that
Lenovo might have
installed software that looked suspicious on their commercial Think-PC
lines. This was discovered by Computerworld writer Michael Horowitz,
who had purchased several Think systems with the Customer Feedback
program installed, which seemed to log usage data and metrics.
Further analysis by Horowitz revealed however that this was mostly
harmless, as it was only logging the usage of some pre-installed
Lenovo programs, and not the usage in general, and only if the user
allowed the data to be collected. Horowitz also criticized other media
for quoting his original article and saying that
spyware, as he himself never used that term in this case and he also
said that he does not consider the software he found to be spyware.
As of June 2016, a Duo Labs report stated that
Lenovo was still
installing bloatware, some of which leads to security vulnerabilities
as soon as the user turns on their new PC.
Lenovo advised users to
remove the offending app, "
Lenovo Accelerator". According to Lenovo,
the app, designed to "speed up the loading" of
created a man-in-the-middle security vulnerability.
PRODUCTS AND SERVICES
PERSONAL AND BUSINESS COMPUTING
Lenovo expanded significantly in 2005 through its acquisition of IBM
's personal computer business, including its
ThinkPad and ThinkCentre
lines. As of January 2013, shipments of THINK-branded computers have
doubled since Lenovo's takeover of the brand, with profit margins
thought to be above 5%.
Lenovo aggressively expanded the THINK brand
away from traditional laptop computers in favor of tablets and hybrid
devices such as the
ThinkPad Tablet 2 ,
ThinkPad Yoga ,
ThinkPad 8 ,
ThinkPad Helix , and
ThinkPad Twist ; the shift came as a response to
the growing popularity of mobile devices, and the release of Windows 8
in October 2012.
Lenovo has achieved significant success with this
high-value strategy and it now controls more than 40% of the market
for Windows computers priced above $900 in the United States.
ThinkPad X1 Ultrabook Main article:
ThinkPad is a line of business-oriented laptop computers known
for their boxy black design, modeled after a traditional Japanese
lunchbox . ThinkPads were originally an
IBM product; they have been
manufactured and sold by
Lenovo since early 2005, following its
acquisition of IBM's personal computer division. The
ThinkPad has been
used in space and is the only laptop certified for use on the
International Space Station
International Space Station .
ThinkCentre is a line of business-oriented desktop computers
which was introduced in 2003 by
IBM and since has been produced and
Lenovo since 2005.
ThinkCentre computers typically include
mid-range to high-end processors, options for discrete graphics cards,
and multi-monitor support. Similar to the
ThinkPad line of computers,
there have been budget lines of
ThinkCentre branded computers in the
past. Some examples of this include: M55e series, A50 series, M72
series. These "budget" lines are typically "thin clients" however.
ThinkServer product line began with the TS100 from Lenovo. The
server was developed under agreement with
IBM , by which
produce single-socket and dual-socket servers based on IBM’s xSeries
technology. An additional feature of the server design was a support
package aimed at small businesses. The focus of this support package
was to provide small businesses with software tools to ease the
process of server management and reduce dependence on IT support.
In June 2017,
Lenovo Business Development Executive Les Roach stated
that, “We’re going to do a clean-slate redesign of our entire
server portfolio. You’re going to see all new models, new form
factors, some denser offerings, and new branding. It won’t be System
X or ThinkServer. It’ll have a new look and feel but keep the
base-level engineering.” The merge is set for summer 2017. 555
Lenovo ThinkStations are workstations designed for high-end
computing. In 2008,
Lenovo expanded the focus of its THINK brand to
include workstations, with the
ThinkStation S10 being the first model
High-end monitors are marketed under the ThinkVision name.
ThinkVision displays share a common design language with other THINK
devices such as the
ThinkPad line of notebook computers and
ThinkCentre desktops. At the 2014 International CES,
the ThinkVision Pro2840m, a 28-inch 4K display aimed at professionals.
Lenovo also announced another 28-inch 4K touch-enabled device running
Android that can function as an all-in-one PC or an external display
for other devices.
At the 2016 International CES,
Lenovo announced two displays with
both USB-C and DisplayPort connectivity. The ThinkVision X24 Pro
monitor is a 24-inch 1920 by 1080 pixel thin-bezel display that uses
an IPS LCD panel. The ThinkVision X1 is a 27-inch 3840 by 2160 pixel
thin-bezel display that uses a 10-bit panel with 99% coverage of the
sRGB color gamut. The X24 includes a wireless charging base for mobile
phones. The X1 is the first monitor to receive the TUV Eye-Comfort
certification. Both monitors have HDMI 2.0 ports, support charging
laptops, mobile phones, and other devices, and have
Intel RealSense 3D
cameras in order to support facial recognition. Both displays have
dual-array microphones and 3-watt stereo speakers.
A model with a
IdeaPad at a launch party in
IdeaPad line of consumer-oriented laptop computers was introduced
in January 2008. The
IdeaPad is the result of Lenovo's own research
and development; Unlike the
ThinkPad line, its design and branding
were not inherited from IBM. The IdeaPad's design language differs
markedly from the
ThinkPad and has a more consumer-focused look and
In October 2012,
Lenovo released the
IdeaPad Yoga 13 , a laptop
Windows 8 that can be converted to a tablet by
flipping the screen all the way backwards.
Lenovo has subsequently
IdeaPad Yoga 11 running Windows RT and announced the
IdeaPad Yoga 11S running Windows 8. Lenovo's Yoga products reflect the
company's commitment to the "PC plus era" where innovative products
Lenovo to resist commodity pricing of PCs.
In November 2013,
Lenovo introduced the
Lenovo Yoga 2 Pro , an
Ultrabook-class convertible device that can be used as both a tablet
and laptop computer. The Yoga 2 Pro is thinner than the Yoga 13 and
has tapered edges giving it an appearance more like a conventional
ultrabook laptop vs the earlier model's pleasing "book-like"
symmetrical design. At 1.39 kilograms, the Yoga 2 Pro is significantly
lighter than the Yoga 13. The Yoga 2 Pro has a subtle rubber trim
around the edge of its top half in order to prevent slipping on hard
surfaces when in tent mode. The new design is easier to pick up and
hold than Lenovo's previous generation of Yoga devices. The Yoga 2 Pro
comes with a backlit keyboard. Unlike earlier Yoga products, the home
button is now a touch-key on the bottom center of the display. Lenovo
moved the power button away from the front and to the side in order to
prevent accidental key presses.
In October 2014,
Lenovo introduced the Yoga 3 Pro, an ultra-thin
Broadwell-based 13.3-inch touchscreen laptop with a hinge that allows
for use as a tablet and other configurations. It uses
Intel Core M
processors and comes standard with solid-state drives. Its screen has
3200 pixel by 1800 pixel resolution and is multitouch capable. It is
13 millimeters thick. The Yoga 3 Pro's hinge differs significantly
from the Yoga 2 Pro. The new all-metal hinge is referred to by Lenovo
as a "watchband." It is much less bulky and forms a continuous curved
shape from the chassis of the laptop to the bottom of the screen. It
has six mounting points as opposed to two for a more solid feel and
On September 21, 2016,
Lenovo confirmed that their Yoga series is not
meant to be compatible with Linux operating systems, that they know it
is impossible to install Linux on some models, and that it is not
supported. This came in the wake of media coverage of problems that
users were having while trying to install Ubuntu on several Yoga
models, including the 900 ISK2, 900 ISK For Business, 900S, and 710,
which were traced back to
Lenovo disabling and removing support for
the AHCI storage mode for the device's Solid State Drive in the
BIOS , in favor of a
RAID mode that is only supported by
Windows 10 drivers that come with the system.
All IdeaCentres are all-in-one machines, combining processor and
monitor into a single unit. The desktops were described by
HotHardware as being "uniquely designed". The first IdeaCentre
desktop , the
IdeaCentre K210, was announced by
Lenovo on 30 June
2008. While the
IdeaCentre line consists only of desktops, it shares
design elements and features with the
IdeaPad line. One such feature
was Veriface facial recognition technology.
At CES 2011,
Lenovo announced the launch of four
the A320, B520, B320, and C205. In the autumn of 2012, the firm
introduced the more powerful
IdeaCentre A720, with a 27-inch
touchscreen display and running Windows 8. With a TV tuner and HDMI
in, the A720 can also serve as a multimedia hub or home theater PC.
Lenovo added a table computer to the
IdeaCentre line. The
IdeaCentre Horizon Table PC , introduced at the 2013
International CES is a 27-inch touchscreen computer designed to lay
flat for simultaneous use by multiple people. Thanks to its use of
Windows 8, the Horizon can also serve as a desktop computer when set
ThinkPad Tablet 2 from front and back Main article: Lenovo
As of January 2013,
Lenovo only manufactured phones that use the
Android operating system from
Google . Numerous press reports
Lenovo planned to release a phone running Windows Phone
8 , According to J. D. Howard, a vice president at Lenovo's mobile
division, the company would release a
Windows Phone product if there
is market demand.
Lenovo has implemented an aggressive strategy to replace Samsung
Electronics as Mainland
China market's top smartphone vendor. It has
spent $793.5 million in
Wuhan in order to build a plant that can
produce 30 to 40 million phones per year. Data from Analysys
International shows that
Lenovo experienced considerable growth in
smartphone sales in
China during 2012. Specifically, it saw its market
share increase to 14.2% during 2012's third quarter, representing an
increase when compared to 4.8% in the same quarter of 2011. IDC
analysts said that Lenovo's success is due to its "aggressive
ramping-up and improvements in channel partnerships." Analysys
International analyst Wang Ying wrote, "
Lenovo possesses an obvious
advantage over rivals in terms of sales channels." The company's CEO,
Yang Yuanqing, said, "
Lenovo does not want to be the second player ...
we want to be the best.
Lenovo has the confidence to outperform
Samsung and Apple, at least in the Chinese market."
According to IHS iSuppli,
Lenovo was a top-three smartphone maker in
China with a 16.5% market share in the first quarter of 2012.
According to a May report released by IDC
Lenovo ranks fourth in the
global tablet market by volume. As of November 2012,
Lenovo was the
second largest seller of mobile phones in
China when measured by
Lenovo P2 has been nominated by Ruang
Laptop as a
smartphone with the best battery life as of March 2017.
In May 2013,
Yang Yuanqing indicated that the company had
aimed to release smartphones in the United States within the next
year. Later in October,
Lenovo expressed interest in acquiring the
Canadian smartphone maker
BlackBerry Ltd . However, its attempt was
reportedly blocked by the
Government of Canada , citing security
concerns due to the use of BlackBerry devices by prominent members of
the government. An official stated that "we have been pretty
consistent that the message is Canada is open to foreign investment
and investment from
China in particular but not at the cost of
compromising national security".
In January 2014,
Lenovo announced a proposed deal to acquire Motorola
Mobility to bolster its plans for the U.S. market. Microsoft
officially announced that
Lenovo had become the hardware partner of
Windows Phone platform at the
Mobile World Congress 2014. In January
Lenovo announced at CES that the company would be producing the
Project Tango phone.
Lenovo plus Motorola was the 3rd largest producer of smartphones by
volume in the world between 2011 and 2014. Since Lenovo's acquisition
of Motorola Mobility, the combined global market share of
Motorola has fallen from 7.2% in 2014 to 3.9% in the third quarter of
2016. A number of factors have been cited as the cause of this
reduced demand, including the fact that
Lenovo relied heavily on
carriers to sell its phones, its phones lacked strong branding and
unique features to distinguish them in the competitive Chinese market
where a weak economy and saturated market is slowing demand and the
culture clash between a more hierarchical PC company and the need to
be nimble to sell rapidly-evolving smartphones. In response to the
Lenovo announced in August 2015 that it would lay off
3,200 employees, mostly in its Motorola smartphone business.
In the reorganization which followed,
Lenovo was uncertain how to
brand its Motorola smartphones. In November 2015, members of Lenovo
management made statements that
Lenovo would use the Motorola brand
for all its smartphones. Then, in January 2016,
Lenovo announced that
it would be eliminating the Motorola brand in favor of "Moto by
Lenovo". The company reversed course in March 2017 and announced that
the Motorola brand name would be used in all regions in future
products. "In 2016, we just finished transforming ourselves," Motorola
Chairman and President Aymar de Lencquesaing said in an interview, "We
have clarity on how we present ourselves."
Lenovo A30 TV set-top box Main article:
In November 2011,
Lenovo said it would soon unveil a smart television
product called LeTV, expected for release in the first quarter of
2012. "The PC, communications and TV industries are currently
undergoing a "smart" transformation. In the future, users will have
many smart devices and will desire an integrated experience of
hardware, software and cloud services." Liu Jun, president of Lenovo's
mobile-Internet and digital-home-business division. In June 2013
Lenovo announced a partnership with Sharp to produce smart
televisions. In March 2014,
Lenovo announced that it projected smart
television sales surpassing one million units for 2014. The same month
Lenovo released its flagship S9 featuring the fastest CPU of any smart
Lenovo Smartwatch on display at the 2015 Mobile World
Lenovo was developing a wearable device were confirmed in
October 2014 after the company submitted a regulatory finding to the
Federal Communications Commission . The device, branded a "Smartband,"
has a battery life of seven days. It has an optical heart-rate monitor
and can be used to track distance and time spent running and calories
burned. It can also notify the user of incoming calls and texts. It
can also unlock computers without the use of a password. The Smartband
went on sale in October 2014.
Lenovo started offering the device for
sale on its website without a formal product announcement.
REACHit is a storage management application. It is designed to help
users access, organize, and search files across multiple devices and
operating systems. It connects Windows personal computers, Android
devices, and iOS devices and works with
Google Drive , OneDrive ,
Dropbox , and Box. On Windows devices, REACHit is integrated with
Lenovo began bundling REACHit with all its
computers and tablets in early 2015. Through a partnership with
Microsoft, REACHit is fully integrated with Cortana in Windows 10, a
voice-based integrated assistant. REACHit extends the search
capabilities of Cortana, giving it access to a much wider range of
files, including those stored in
Google Drive, Dropbox, and
Microsoft's own OneDrive as described above, in addition to
implementing searches across multiple devices and making them context
sensitive. REACHit was discontinued and shut down on September 12,
SHAREit is a free application from
Lenovo that allows Windows,
Windows Phone, Android, and iOS devices to transfer files directly by
ad-hoc Wi-Fi connections.
In April 2015,
Lenovo released WRITEit, a hand-writing recognition
engine that interprets input from a stylus and turns it into text.
WRITEit works with almost all applications and online forms that
accept text input.
SECUREit protects mobile devices against viruses, unauthorized
access, and spam. It includes an anti-theft system that locks the
device when someone tries to change the SIM card, making the phone
unusable without a password. SECUREit encrypts call records and
contacts. It also speeds up devices by ensuring that duplicate
background processes do not run and keeping the cache clean.
SYNCit backs up call logs and contact information. SYNCit works on
Lenovo devices such as Android smartphones.
The SNAPit Camera app controls cameras on phones and tablets. It
allows shooting panoramas, low-light scenes, photo editing, and
creating animated GIFs.
The SEEit Gallery app is designed to complement the SNAPit Camera
app. It uses image recognition software to automatically sort photos
into folder. This app also lets users edit photos with filters and
Mobile World Congress in 2016
Lenovo introduced Lenovo
Connect, a wireless roaming service. This service works across
devices, networks, and international borders in China, Europe, the
Middle East, and Africa.
Lenovo Connect eliminates the need to buy new
SIM cards when crossing borders.
Lenovo Connect started service for
phones and select
ThinkPad laptops in
China in February 2016.
Lenovo's principal facilities are in
Beijing , Morrisville, North
Singapore , with research centers in Beijing,
Nanjing , and
Wuhan in China, and Yamato in Kanagawa Prefecture , Japan. Lenovo
operates factories in
Japan , and as of
December 2011 has plans to start production in
Argentina . A
700-square-metre (7,500 sq ft) flagship store opened in
February 2013. The
Lenovo R"> , 115 workers were employed at
Lenovo has been in Whitsett since 2008, where it also
has centers for logistics, customer service, and return processing.
Cyberport Management Company Limited, a
government-sponsored business park for technology firms, reached a
deal to "jointly build a cloud service and product research and
development center." Lenovo’s Asia Pacific data center will also
be housed in Cyperport.
Lenovo assembles smartphones in Chennai, India through a contract
manufacturing agreement with
Flextronics . In November 2015, Lenovo
announced that it would start manufacturing computers in Pondicherry.
The company executive headquarters are in Morrisville, North Carolina
, near Raleigh in the
Research Triangle metropolitan area, in the
United States. As of October 2012, the facility has about 2,000
Lenovo identifies its facilities in Morrisville, Beijing,
Singapore as its "key location addresses," where its principal
operations occur. The company stated that "by foregoing a traditional
headquarters model and focusing on centers of excellence around the
Lenovo makes the maximum use of its resources to create the
best products in the most efficient and effective way possible." The
company registered office is on the 23rd floor of the Lincoln House
building of the
Taikoo Place in
Quarry Bay ,
Hong Kong .
Previously the company's U.S. headquarters were in Purchase ,
Harrison, New York . About 70 people worked there. In 2006, Lenovo
announced that it was consolidating its U.S. headquarters, a logistics
Boulder, Colorado , and a call center in Atlanta, Georgia
to a new facility in Morrisville. The company received offers of over
$11 million in incentive funds from the local Morrisville, NC area and
from the State of
North Carolina on the condition that the company
employs about 2,200 people. If the company failed to employ that
amount, it would not acquire the incentives.
In early 2016,
Lenovo carried out a comprehensive restructuring of
its business units.
FINANCIALS AND MARKET SHARE
Lenovo was the world's largest supplier of personal computers in
2016, shipping an estimated 55.5 million PCs, for an estimated 21.3%
market share, according to market research firm International Data
Corporation . For the fiscal year ending March 2016, the company
reported revenue of USD$44.9 billion. The company's expansion was
boosted in part by a joint venture with
Holdings, and aggressive marketing to both professionals and
From 4 March 2013,
Lenovo was included as a constituent stock in the
Hang Seng Index .
Lenovo replaced the unprofitable Aluminum Corp of
China , a state-owned enterprise, on the list of 50 key companies on
Hong Kong stock exchange that constitute the Hang Seng Index. The
Lenovo and Tencent, China's largest internet firm,
significantly increased the weight of the technology sector on the
index. Being added to the
Hang Seng Index was a significant boon for
Lenovo and its shareholders as it widened the pool of investors
willing to purchase Lenovo's stock. For instance, index funds pegged
to the Hang Seng and pension funds that consider index inclusion now
have the opportunity to invest in Lenovo. On November 2013 it was
Lenovo achieved double-digit market share in the United
States for the first time.
As of 1 October 2011, 58% of
Lenovo stock was held by the general
public, 34% by
Legend Holdings Limited , and 8% by other entities. The
Chinese Academy of Sciences
Chinese Academy of Sciences owns 36% of Legend Holdings.
On 4 September 2009,
China Oceanwide Holdings Group , a private
investment firm based in Beijing, bought 29% of Legend Holdings, the
parent company of Lenovo, for 2.76 billion yuan.
Responding to claims that
Lenovo is a state-owned enterprise
Yuanqing said: "Our company is a 100% market oriented company. Some
people have said we are a state-owned enterprise. It's 100% not true.
In 1984 the
Chinese Academy of Sciences
Chinese Academy of Sciences only invested $25,000 in our
company. The purpose of the
Chinese Academy of Sciences
Chinese Academy of Sciences to invest in
this company was that they wanted to commercialize their research
Chinese Academy of Sciences
Chinese Academy of Sciences is a pure research entity in
China, owned by the government. From this point, you could say we're
different from state-owned enterprises. Secondly, after this
investment, this company is run totally by the founders and management
team. The government has never been involved in our daily operation,
in important decisions, strategic direction, nomination of the
top executives and financial management. Everything is done by our
In early 2006, the U.S. State Department was harshly criticized for
purchasing 16,000 computers from Lenovo. Critics attempted to smear
Lenovo as controlled by the Chinese government and a potential vehicle
for espionage against the United States. Yang spoke out forcefully and
publicly to defend Lenovo. He said, "We are not a
government-controlled company." He pointed out that
China's transition to a market economy and that in the early 1990s had
fought and beaten four state-owned enterprises that dominated the
Chinese computer market. Those firms had the full backing of the state
Lenovo received no special treatment. The State Department deal
went through. Yang worried that fears about Lenovo's supposed
connections to the Chinese government would be an ongoing issue in the
United States. Yang worked to ease worries by communicating directly
with Congress. In June 2006, Yang arranged to be seated next to C.
Richard D\'Amato , a member of the congressional committee that had
earlier raised concerns about the security of Lenovo's products.
D'Amato later stated that he was impressed with Yang's candor.
Yang dramatically increased his ownership stake in by acquiring 797
million shares in 2011. As of June 2011, Yang owned an 8 percent stake
in Lenovo. He previously owned only 70 million shares. In a statement,
Yang said, "While the transaction is a personal financial matter, I
want to be very clear that my decision to make this investment is
based on my strong belief in the company's very bright future. Our
culture is built on commitment and ownership – we do what we say,
and we own what we do. My decision to increase my holdings represents
my steadfast belief in these principles."
Lenovo's corporate culture differs from other Chinese companies.
Lenovo was founded using seed capital from the state-owned
Chinese Academy of Sciences
Chinese Academy of Sciences ,
Lenovo is run as a private enterprise
with little or no interference by the state. Lenovo's senior
executives, including many non-Chinese, rotate between two head
offices, one in
Beijing and the other in Morrisville, North Carolina,
and Lenovo's research and development center in Japan. Two foreigners
have previously served as Lenovo's CEO.
English is Lenovo's official language. Lenovo's CEO, Yang Yuanqing,
initially did not understand English well, but relocated his family to
Morrisville in order to improve his language skills and learn American
ways. One American
Lenovo executive interviewed by The Economist
praised Yang for his efforts to make
Lenovo a friendly place for
foreigners to work. He said that Yang had created a "performance
culture" in place of the traditional Chinese work style of "waiting to
see what the emperor wants."
Yang Yuanqing, Lenovo's Chairman and
CEO Main article: Yang
Yang Yuanqing is the chairman and chief executive officer of Lenovo.
One of his major achievements was leading
Lenovo to become the
best-selling personal computer brand in
China since 1997. In 2001,
Business Week named him one of Asia's rising stars in business. Yang
was president and
Lenovo until 2004, when
Lenovo closed its
acquisition of IBM's PC division, afterward Yang was succeeded as
CEO by IBM's Stephen M. Ward, Jr. Ward was succeeded by Bill
Amelio on 20 December 2005. On February 2009, Yang replaced Amelio as
CEO and has served in that capacity ever since. Yang was chairman of
Lenovo's board from 2004 to 2008, and returned as chairman in 2012
alongside his role as CEO.
In 2012, Yang received a $3 million bonus as a reward for record
profits, which he in turn redistributed to about 10,000 of Lenovo's
employees. According to
Lenovo spokesman, Jeffrey Shafer, Yang felt
that it would be the right thing to, "redirect to the employees as a
real tangible gesture for what they done." Shafer also said that Yang,
who owns about eight percent of Lenovo's stock, "felt that he was
rewarded well simply as the owner of the company." The bonuses were
mostly distributed among staff working in positions such as production
and reception who received an average of 2,000 yuan or about US$314.
This was almost equivalent to a monthly salary of an average worker in
China. Yang made a similar gift of $3.25 million again in 2013.
According to Lenovo's annual report, Yang earned $14 million,
including $5.2 million in bonuses, during the fiscal year that ended
in March 2012.
In 2013, Barron's named Yang one of the "World's Best CEOs."
Liu Chuanzhi is the founder and chairman of Lenovo. Liu was trained
as an engineer at a military college and later went on to work at the
Chinese Academy of Sciences
Chinese Academy of Sciences . Like many young people during the
Cultural Revolution, Liu was denounced and sent to the countryside
where he worked as a laborer on a rice farm. Liu claims
Hewlett-Packard as a key source of inspiration. In an interview with
The Economist he stated that "Our earliest and best teacher was
Hewlett-Packard." For more than ten years,
Hewlett-Packard's distributor in China. In reference to Lenovo's
later acquisition of IBM's personal computer unit Liu said, "I
remember the first time I took part in a meeting of
IBM agents. I was
wearing an old business suit of my father's and I sat in the back row.
Even in my dreams, I never imagined that one day we could buy the IBM
PC business. It was unthinkable. Impossible."
Board Of Directors
In early 2013,
Lenovo announced the addition of Yahoo founder Jerry
Yang to its board. Lenovo's
Yang Yuanqing said, "Jerry’s
appointment as an observer to our board furthers Lenovo’s reputation
as a transparent international company." Just prior to the appointment
of Jerry Yang, Tudor Brown, the founder of British semiconductor
design firm ARM , was also appointed to Lenovo's board. Speaking of
Yang Yuanqing said, "We believe that they will add a great
deal to our strategic thinking, long-term direction and, ultimately,
our ability to achieve our aspirations in the PC plus era."
MARKETING AND SPONSORSHIPS
Lenovo became the first personal computer manufacturer to
divide countries into emerging markets and mature markets.
developed a different set of strategies for each category. Lenovo's
competitors have widely adopted the same approach
Lenovo made a major effort to expand its market share in
developing economies such as Brazil and India through acquisitions and
increased budgets for marketing and advertising. While
Lenovo has not
revealed its total spending on marketing, it did increase marketing
and advertising expenditures by $248 million in the fiscal year ending
Lenovo Store in
Lenovo has a vast distribution network designed to make
sure that there is at least one shop selling
Lenovo computers within
50 kilometers of nearly all consumers.
Lenovo has also developed close
relationships with its Chinese distributors, who are granted exclusive
territories and only carry
As of July 2013,
Lenovo believes that urbanization initiatives being
pushed by Premier
Li Keqiang will allow it to sustain sales growth in
China for the foreseeable future. Speaking at Lenovo's annual general
Hong Kong in 2013,
Yang Yuanqing said: "I believe
urbanisation will help us further increase the overall PC market."
Yang also stressed the opportunity presented by the China's relatively
low penetration rate of personal computers.
benefited from the Chinese government’s rural subsidies, part of a
wider economic stimulus initiative, designed to increase purchases of
appliances and electronics. That program, which
Lenovo joined in 2004,
ended in 2011.
Lenovo enjoys consistent price premiums over its
traditional competitors in rural markets and a stronger local sales
and service presence.
Lenovo has gained significant market share in India through bulk
orders to large companies and government agencies. For example, the
Tamil Nadu ordered a million laptops from
Lenovo in 2012
and single-handedly made the firm a market leader.
most of the personal computers it sells in India through five national
distributors such as
Ingram Micro and Redington.
Given that most smartphones and tablets are sold to individuals
Lenovo is pursuing a different strategy making use of many small
state-centric distributors. Amar Babu, Lenovo's managing director for
India, said, "To reach out to small towns and the hinterland, we have
tied up with 40 regional distributors. We want our distributors to be
exclusive to us. We will, in turn, ensure they have exclusive rights
Lenovo products in their catchment area." As of 2013,
Lenovo had about 6,000 retailers selling smartphones and tablets in
India. In February 2013,
Lenovo established a relationship with
Reliance Communications to sell smartphones. The smartphones carried
by Reliance have dual-SIM capability and support both GSM and CDMA.
Babu claims that the relative under penetration of smartphones in
India represents an opportunity for Lenovo.
Lenovo has assembled a team of senior managers familiar with the
Indian market, launched mobile phones at all price points there, and
worked on branding to build market share. As of February 2014, Lenovo
claims that its sales of smartphones in India have been increasing
100% per quarter while the market is only growing 15-20% over the same
Lenovo did marketing tests of its smartphones in November 2012
Gujarat and some southern cities, where
Lenovo already had a strong
presence. Lenovo's strategy has been to create awareness, maintain a
broad selection of phones at all price points, and develop
Lenovo partnered with two national distributors
and over 100 local distributors. As of February 2014, more than 7,000
retail outlets in India sold
Lenovo has also
partnered with HCL in order to set up 250 service centres in 110
Lenovo grants distributors exclusive territories but allows
them to sell computers from other companies.
Lenovo uses its close
relationships with distributors to gain market intelligence and speed
up product development.
Lenovo reported a year-on-year increase of about 951% in tablet sales
in India for the first quarter of 2014. Canalys, a market research
Lenovo took market share away from Apple and Samsung in the
Lenovo first started doing business in
South Africa , establishing a
sales office, and then expanded to East African markets such as Kenya,
Tanzania, Ethiopia, Uganda, and Rwanda. West Africa followed when
Lenovo set-up a Nigerian legal office and then expanded to Ghana,
Zimbabwe, Mozambique and Botswana.
According to Lenovo’s general manager for Africa, Graham Braum,
Lenovo’s strategy is to put "great emphasis on products that sell
well in Africa" and roll out "products alongside different African
governments' rolling out of wireless technology." Products such as the
Lenovo Yoga series are popular in Africa because of their long battery
life, as many areas have unreliable electrical supply. Other popular
products include the
Lenovo notebooks, which were introduced in 2008.
Lenovo picked Nigeria in 2013 to release its smartphone because
South Africa and other African countries, there is no
requirement to partner with a local telecom firm to sell its phones.
In the long term, according to Braum, "
Lenovo in Africa will focus on
continuing to consistently supply personal computer products and allow
this market to grow, while moving into new territory such as mobile
In the United States,
Lenovo began the "For Those Who Do" marketing
campaign in 2010, created by the ad agency Saatchi He flew to
Lenovo executives shortly after. David Roman, Lenovo's chief
marketing officer, said, "His partnership goes beyond traditional
bounds by deeply integrating him into our organization as a product
engineer. Ashton will help us break new ground by challenging
assumptions, bringing a new perspective and contributing his technical
expertise to Yoga Tablet and other devices." Kutcher co-founded
A-Grade Investments , an investor in
Path , Uber , and other technology firms. Kutcher studied biochemical
engineering at the
University of Iowa .
Kobe Bryant starred in ads aired in
China and other Asian countries
for the K900 smartphone in 2013.
2008 Summer Olympics
2008 Summer Olympics Torch, which was designed by
Lenovo was an official computer sponsor of the 2006 Winter Olympics
Italy , and the
2008 Summer Olympics
2008 Summer Olympics in
Beijing . When
asked about Lenovo's brand
Yang Yuanqing said, "The
were very good for brand awareness in countries like the US and
Argentina, but not good enough."
YOUTUBE SPACE LAB
YouTube Space Lab logo Main article:
YouTube Space Lab
On December 2011,
Lenovo announced the
YouTube Space Lab contest. It
was held in conjunction with
NASA , the European Space
Agency , and
JAXA . The contest allowed students between the ages of
14 and 18 the chance to devise experiments to be performed by
astronauts on the
International Space Station
International Space Station . The global winners had
their experiment results live-streamed from space, and received a trip
Japan or Russia.
In July 2012,
Lenovo and the
National Football League
National Football League (NFL) announced
Lenovo had become the NFL's "Official Laptop, Desktop and
Lenovo said that this was its largest
sponsorship deal ever in the United States.
Lenovo will receive
advertising space in NFL venues and events and be allowed to use the
NFL logo on its products and ads.
Lenovo said that this sponsorship
would boost its efforts to market to the key 18-to-35-year-old male
The NFL has been a
Lenovo customer since 2007 and the sponsorship
resulted from that relationship. NFL stars
Jerry Rice , DeAngelo
Williams , and
Torry Holt were on hand for the announcement and a
celebration with 1,500
Lenovo employees. Lenovo's sponsorship will
last at least three years.
Lenovo used a short-film entitled The Pursuit in its "For Those Who
Do" campaign launched in 2011. The film depicted a mysterious young
woman using the
IdeaPad Yoga 13 to stay one-step-ahead of her evil
Martin Campbell , who previously worked on action movies and
James Bond films such as GoldenEye and the remake of Casino Royale,
shot this film.
Lenovo was the first Chinese company to make use of
such marketing techniques.
In May 2015,
Lenovo hosted its first ever "Tech World" conference in
Beijing. The CEOs of
Microsoft , and
Baidu delivered keynote
addresses along with
CEO Yang Yuanqing.
Lenovo also used Tech
World to announce a refresh of its corporate logo and visual identity.
The shift in Lenovo's visual presentation was accompanied by changes
in Lenovo's business model.
Lenovo said that it was transitioning from
being solely a hardware maker to producing both hardware and software.
Lenovo announced several concept and production devices at Tech World
including Smart View, a concept smartwatch with two screens and a
virtual display; Smart Cast, a concept smartphone with a built-in
laser projector that displays content and virtual user interfaces such
as keyboards and musical instruments;
Lenovo Cast, an Android-based
streaming video device; Smart Shoes, concept shoes with a screen to
display the user's mood and fitness tracking sensors; the
, a new tablet computer; and Cortana integration with
and software, including REACHit, which extends Cortana's search
functions to non-
ZUK , a separate company formed by
Lenovo in 2014, announced several
products at Tech World, These included slim power banks, 3D printers
that can print food such as chocolate, an outdoor sound box, and a
Wi-Fi based control system for home automation.
Lenovo launched a multi-year advertising campaign called "Goodweird"
in the last half of 2015. Goodweird is designed to convey the idea
that designs that seem strange initially often become familiar and
widely accepted. The Goodweird campaign includes a video with famous
images of early attempts to fly with the aid of homemade wings and a
bicycle that transitions to a modern-day shot of a man soaring across
mountains in a wingsuit before transitioning again to a shot of the
Stealth Bomber .
Lenovo worked with three agencies on Goodweird:
London-based DLKW Low, We Are Social, and Blast Radius. Goodweird is
part of Lenovo's wider strategy to appeal to millennials with an
emphasis on design trendsetters. A portion of the funding for
Goodweird is being directed to prominent
YouTubers and Viners.
BuzzFeed has been engaged to create relevant content.
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