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Now Lenovo targets SA consumer market

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The competition is heating up in the consumer market, with Lenovo yesterday launching a new range of notebooks, desktop PCs and monitors aimed at the consumer market and available through retail. South Africa is the first country outside of China where the PC giant is venturing into the consumer market. 

Mathias Schaedel, vice-president for Lenovo EMEA South-East, tells IT-Online that, in the preliminary third quarter market share results from IDC, South Africa stands out as one of the top-performing countries in the region.
With the market overall experiencing a disappointingly flat 2%-3% growth, Lenovo's South African operation notched up a growth rate of 26%, he says.
"South Africa is one of only two countries outside of China where we are launching these consumer products now," he says. "The reason is that we have good brand perception here, and a good relationship with the channel."
Schaedel explains that, with the Christmas buying season almost upon us, Lenovo had to decide quickly on an appropriate market to offer its consumer products.
"We looked at where the opportunity is, and where there is a level of brand recognition combined with overall market positioning. South Africa stood out, as did France – and that's why we're launching the consumer products in only these two countries."
The products are available now through Incredible Connection stores countrywide.
Schaedel stresses that the few product lines available now will be expanded in the new year as Lenovo ramps up its consumer division.
"This is only the beginning. Next year will see the global rollout of the consumer products, as well as new products in the range."
The new Lenovo consumer products boast a wealth of technologies not normally associated with this market segment, including face recognition and power-saving technologies.
They are aimed at the mid- to high-level sector of the market and are priced competitively.