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Challenges and Coping Strategies of Lenovo Smartphone Business

  • ID: 3939006
  • Report
  • 16 pages
  • Market Intelligence & Consulting Institute (MIC)
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After acquiring Motorola Mobility, Lenovo's global smartphone market share jumped to the No.3 position in 2014. However, in less than one year, the company was mired in decline from market share to brand awareness and profitability. This report analyzes Lenovo's smartphone brand development, operational results, as well as challenges and coping strategies.

List of Topics:

- Highlights of Lenovo's brand development, including its sub-brands Lemon, ZUK, and Moto

- Summary of Lenovo's operational results in recent years, touching on its acquisition of Motorola Mobility as well as problems with its low price strategy, brand positioning failure, and unawareness of online channels

- Challenges facing Lenovo's mobile business, from the perspective of R&D, brand management, and marketing management

- Lenovo's coping strategies, including streamlining product lineup, adopting a dual-brand strategy for mid-range and high-end segments, and developing an IoT ecosystem centered on its smart devices

Note: Product cover images may vary from those shown
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1. Brand Development
1.1 Lenovo & Sub-brands
1.1.1 Lenovo
1.1.2 Lemon (a.k.a. Vibe in overseas markets)
1.2 ZUK
1.3 Moto

2. Operating Results
2.1 Motorola Acquisition Fails to Boost Lenovo's Global Market Share
2.2 Growing Revenue Loss Due to Price Competition and Massive Product Lineup

3. Challenges
3.1 R&D Management: Lacking Proprietary Core Technologies
3.2 Brand Management: Losing Focus Due to Enormous Product Lineup and Lack of Flagships
3.3 Marketing Management: Lacking Direct Channels to Convey Brand Value to Consumers; Missing Out on e-Commerce Growth

4. Coping Strategies
4.1 Streamlined Product Lineup and Dual-Brand Strategy for Mid-Range and High-end Segments
4.2 IoT Ecosystem Centered on Lenovo's Smart Devices

5. Conclusion
Lenovo's Declined Sales Stem from Low Price Competition, Brand Positioning Failure, and Unawareness of Online Channels
Future Strategies Focusing on Premium Products and Ecosystem of Services


Glossary of Terms

List of Companies

List of Tables
Table 1: Lenovo's Smartphones by Price Range, 2012-2016
Table 2: Global Top 5 Smartphone Vendors & Market Share, 2013-2015
Table 3: Top 5 Smartphone Vendors in China, 2013-2015
Table 4: Operating Results of Lenovo's Mobile Business, 2014-2015 

Note: Product cover images may vary from those shown
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Primary research with a holistic, cross-domain approach

The exhaustive primary research methods are central to the value that the analyst delivers. A combination of questionnaires and on-site visits to the major manufacturers provides a first view of the latest data and trends. Information is subsequently validated by interviews with the manufacturers' suppliers and customers, covering a holistic industry value chain. This process is backed up by a cross-domain team-based approach, creating an interlaced network across numerous interrelated components and system-level devices to ensure statistical integrity and provide in-depth insight.

Complementing primary research is a running database and secondary research of industry and market information. Dedicated research into the macro-environmental trends shaping the ICT industry also allows the analyst to forecast future development trends and generate foresight perspectives. With more than 20 years of experience and endeavors in research, the methods and methodologies include:


  • Component supplier interviews
  • System supplier interviews
  • User interviews
  • Channel interviews
  • IPO interviews
  • Focus groups
  • Consumer surveys
  • Production databases
  • Financial data
  • Custom databases


  • Technology forecasting and assessment
  • Product assessment and selection
  • Product life cycles
  • Added value analysis
  • Market trends
  • Scenario analysis
  • Competitor analysis