The acquisition of German PC manufacturer Medion in June 2011 by Lenovo Group, the world’s second-biggest computer maker, not only helped the Chinese company get a significant foothold in Western Europe, it also allowed it to acquire knowhow and expertise across a vast territory.
This, in a nutshell, is what the company’s new European Director of Consumer Products EMEA, Volker Düring, told ITProPortal.com during a short one-on-one session at IFA 2012.
Lenovo saw Medion as the ideal acquisition to augment its presence in the EMEA area, a segment that it sees as being critical despite the growing importance of BRIC markets.
The German company – which still operates as a separate entity – is a well-known and established brand with strong retail channels for PCs and mobile devices and a team that has more than two decades of experience building a profitable consumer business.
This is why the company has no absolutely plans – at least in a foreseeable future - to absorb Medion into Lenovo.
That “knowledge of the market” is what, according to Düring, will help Lenovo flourish in a mature European PC market as the Chinese manufacturer looks towards the emerging PC+ market.
That market is already coming to life as Lenovo rolled a number of devices including a hybrid tablet running Windows 8, a number of Android tablets and, in China, LePhone smartphones, K-Series televisions and more.
Speaking of Windows 8, Lenovo is already gearing up to what will arguably be Microsoft’s busiest month for a long time with Windows 8, Windows RT, Office 2013 and Windows Phone 8 lined up in October 2012.
Channel partners are already betting on Windows 8 to be a massive seller towards the end of the year and many have already stipulated that they will not accept Windows 7-only products.
This explains why Lenovo will ship most, if not all, of the products announced at IFA after the launch of Windows 8, towards the end of October. Furthermore, Düring insisted that Lenovo will not introduce an array of devices to coincide with the launch of Microsoft’s latest mainstream OS.
But the manufacturer is acutely aware that it will have to up its marketing game if it wants to compete with rivals like Samsung while maintaining a decent ASP (average selling price) on volume shipments; a delicate balance indeed.