Lenovo is known for producing some quality products, may it be laptops & PCs or smartphones. Somehow, Lenovo doesn’t enjoy a considerable market share in Pakistan and since its official launch in the country in the third quarter of 2014, it hasn’t shown aggression in the handset market as of yet.
Just recently at the launch event of its latest Vibe P1m smartphone in Pakistan, Head of Operations for the Middle East and Africa of Lenovo Business Mobile Group Mr. Sharay Shams talked with More Magazine about their performance in 2015 and how he expect 2016 to be for Lenovo in Pakistan.
How did Pakistani handset market react in 2015?
2015 was the year when Lenovo entered the Pakistani market for the first time. Our priorities for the year was to bring on board our distribution partners and give confidence to people in the local market that Lenovo means business in Pakistan.
The smartphone market in Pakistan has witnessed a growing trend mainly because of feature phone conversion phenomenon and secondly 3G/4G technology has started to play its role.
I see two kinds of trend growing in the local market, first one is of course the conversion from feature phone to first Android phone which is under PKR 10,000 price bracket and secondly early workers and small business owners have started spending on PKR 15,000 to PKR 20,000 smartphones which is very encouraging.
What are your plans for 2016?
Keeping all this in mind, Lenovo will focus on bringing a broader range of devices into the market for catering everyone from lower price bracket all the way up to $500.
With the acquisition of Motorola, we have now lots of products in the portfolio, and we can bring latest Motorola products into Pakistan.
All Android phones look similar today, How Lenovo products will differ?
Yes, this is true, everything looks same today, but we believe differentiation through innovation that we will bring in our products. We believe to provide specs and features that consumers value today. For example, P1mini has 4000 mAh battery with fast charging feature. Similarly, the selfie is a big thing for consumers who want to share their experiences. For them, we have brought Vibe S1, which is a dual selfie camera that allows you to customize your selfies.
So our strategy for differentiation is to bring innovative technology at price points where consumers have an aspiration for it. We are also bringing A7010 in Pakistan in January which will be the best fingerprinting sensor product in the market.
For under Rs. 10,000 we have just launched A319 and A1000, which offers 1GB memory and Android lollipop. Our bouquet will have everything for everyone.
How important is Pakistani market for you and what market share do you foresee in the coming years?
Our MEA office supervises 64 markets in the world and Pakistan is among our top 5 markets in the list.
Our aspiration is to be number 3 brand in Pakistan regarding market share. At the launch, we had promised ourselves to achieve this target in 3 years, and we still have time, but we have a lot of work to do. We are planning aggressive marketing plans in 2016.