Lenovo Outlines SMB Strategy For India


5 Aug 2011
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Lenovo has outlined its strategy to achieve growth in the high potential SMB segment. The company aims to double its four percent SMB market share by 2012.

With its Protect and Attack global strategy, Lenovo India has grown from an overall 7.2 percent market share in Q1 2010 to 10 percent in Q1 2011.

“Lenovo’s growth over the last few quarters is a testimony to the success of our Protect and Attack strategy. SMBs in India contribute about 20 percent to the economy. We strongly believe that going forward the Indian SMB will be the growth engine of our economy. While putting SMB at the core of our attack strategy, we are bringing the similar learning that we had in consumer segment to the SMB segment,” said Amar Babu, Managing Director, Lenovo India.

Lenovo aims to create an 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. Lenovo is devising specific tactics to tackle the three sub-segments within SMB – medium business, small business, and Soho.

“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,” said Rajiv Rao, Director-SMB, Lenovo India.

The company has plans to increase its touch points to more than 1000 by the end of this financial year by adding over 300 retail outlets and close to 200 resellers and VARs. Lenovo currently has 540 retail outlets in India. It is also instituting an SMB focused tele-sales set-up to ensure real time support to the channel community.

“With our national presence through our national distributors (Rashi Peripherals, Redington, Neoteric, and Global Infonet), regional distributor (Elcom), and targeted 1000 retail touch points, we are targeting more than one million potential SMB customers in the country. With the addition of 500 new outlets to our existing 540 outlets, we are aiming to expand our partner base in tier-3 and 4 cities. Apart from our 130 service centres and 300 service points through hub and spoke model, we are also setting up tele sales service specifically focused on SMBs to support our partner base,” said Rao.

At the occasion, Lenovo has also launched its Edge range of laptops, desktops, and all-in-ones focused on the computing needs of SMBs.

“We are offering PCs that can withstand the vagaries of an SMB’s growth journey by offering performance blended with design and affordable pricing. Edge range is designed to optimize user experience with style coupled with the ThinkPad quality experience,” said Rao.

The new range of products include ThinkCentre Edge 91z priced at Rs 47,100 onwards, ThinkCentre Edge 71z at Rs 26,900 onwards, ThinkCentre Edge 71 at Rs 23,350 onwards, ThinkPad T420 at Rs 60,000 onwards, ThinkPad X220 at Rs 71,920 onwards, ThinkPad Edge E420s at Rs 55,200 onwards, ThinkPad Edge E420 at Rs 32,360 onwards, and Lenovo B570 available at Rs 22,700 onwards.

source : crn
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