Lenovo strategies to improve tablet presence in India

Lenovo is focusing on the Indian tablets market. Besides innovation and slew of product launches, some of the new strategies assisted the Chinese PC vendor to improve presence in the tablet space.

The market share of Lenovo in the tablet category is 5.8 percent during July-August-September 2014, according to IDC.

“We expect to see further growth owing to our innovative portfolio that cuts across price brackets,” said Rohit Midha, director, Tablet Business Unit, Lenovo India.


Lenovo has launched the Yoga Tablet 2 in October 2014 which was engineered with a user-centric approach. Besides the 3 modes, it also featured a fourth mode called the hang mode, to adapt to the user. The Yoga tablet 2 Pro was recently launched with a Pico projector, a first in the tablet category.

2014 saw the resurgence of the Tablet category in India. The form factor as a whole saw a lot of innovation in terms of better designs, features like higher battery life and higher quality display or slimmer IDs. Increasingly, more users chose tablets with devices with cellular connectivity. The OS landscape is changing albeit slowly. Further regulations like BIS have helped in maintaining quality.

Lenovo has more than 1,000 exclusive retail stores in 650 cities. The company also launched a new format of SCD (Smart Connected Device) stores in Pune and Delhi which redefined the retail experience for users in the PC+ category.

“We are looking at launching more such stores in 2015 and expanding our exclusive retail footprint,” Midha said.

Lenovo’s design-with-a-purpose centric approach to product development has been a key route to building PC+ credentials in India. Its user-inspired design approach makes Lenovo an output of what the customer wants.

“As an organization, we have restructured ourselves to capture a disproportionately higher share of the market opportunity. To achieve our long-term ambition of PC+ leadership, we have a clearly defined strategy, customized product portfolio, channel and retail centric go-to-market approach coupled with a clearly defined brand building exercise,” Midha added.


The tablet category will continue to grow owing to the huge potential and number of innovative products that are being launched in the market:

# With positive economic sentiments in the market, it would translate the same into higher buying

# Tablets won’t be limited only as an entertainment and gaming device but will continue to find increased usage in the commercial segment as well

From a design specification perspective, tablets are expected to become sleek and lighter, with display becoming even livelier. These devices will come along with higher memory, higher processing power and better performance.

Tablet is an integral part of the Lenovo PC+ strategy globally and we will continue to invest and grow our market ranking.

Midha says Lenovo observed more positives than drawbacks in 2014. The market has bounced back strongly and is responding well to the tablets segment. Based on this, retail has also been growing year on year.

“In the commercial space we see more and more tablet users. The year 2015 looks encouraging with fresh strategies and new innovations that will continue to strengthen the category,” Midha added.


Vishal Kawadkar


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