Lenovo held its annual Tech World conference in Beijing last week, with the Chinese firm showcasing a number of new devices, revealing its plans on the enterprise front and how the company aims to increase its global footprint.
While new hardware and software is always a keen interest of ours, equally intriguing is the company’s approach to its global marketing, with the message of “technology for all” being espoused.
It’s also the first global marketing push that Lenovo has carried out in quite some time, explains chief communications officer, Torod Neptune.
As the executive points out the objective for Lenovo is not simply about putting great products into the market (although that is a crucial part of the equation), but also think about the, “reason we exist in the world,” he notes.
Added to this is an understanding of not just who Lenovo’s customers currently are, but also who they will be in the next five to 10 years.
Focusing on tech optimists
As the firm terms them, they are referred to as “tech optimists” and are not solely concerned with the utility that a device or service offers, but also aspects such as sustainability, responsibility and using technology to do more good in the world.
While that may sound touchy-feely to some, it’s a thought process that informs much of what Lenovo does, and how it aims to bring technology for all to fruition. It’s also intrinsically linked to the experience principles by which the firm lives by when creating a product or service – namely that it is purposeful, unexpected and brave.
Again, one may think that it’s time to start singing kumbaya, but looking deeper at those principles, it’s clear to see them in some of the recent products that Lenovo has worked on.
Take foldable devices for example, and namely the latest Motorla razr. With foldable phones failing to have the impact many (including ourselves) were hoping it would in 2019, Lenovo could have very easily decided against releasing the device and instead focusing on the mid-range segment which has brought it joy up until now.
Instead the company has opted to run the risk of releasing another foldable smartphone into the market, and the early consensus is that it was a rather smart move on its part.
This is the type of bravery that Lenovo is talking about when it comes to technology for all.
More meaningful experiences
So moving forward what are the kinds of experiences we can expect to see from Lenovo? As the Motorola brand does not operate in South Africa, we likely won’t see more on that front, but the company’s thriving PC business will be front and centre.
Here Neptune says the story telling from the Chinese firm will look at, “how do we (Lenovo) tell stories that are more meaningful and emotive.” Paired with this, he continues, is a push to find smarter solutions which address growing gaps in the market, as well as having a positive impact.
It’s still too early to tell if Lenovo’s technology for all branding will hit home, but it seems like the firm has all the pieces in place to ensure that it does.