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Lenovo smartphones are marketed as the "LePhone" in Mainland China and the "IdeaPhone" overseas. Motorola Mobility, a division of Lenovo, sells smartphones under its own brand. As of September 2015, Lenovo is in the process of rebranding most its phones using the Motorola brandname. ==Marketing and sales growth== Lenovo has implemented an aggressive strategy to replace Samsung as mainland China's top smartphone manufacturer. It spent $793.5 million in Wuhan to build a plant that can produce 30 to 40 million phones per year. Data from Analysys International shows that Lenovo's China smartphone sales experienced considerable growth in 2012. Lenovo's market share increased to 14.2 percent during 2012's third quarter, representing an increase over 4.8 percent sales growth in the same quarter of 2011. IDC analysts said that Lenovo's success is due to its "aggressive ramping-up and improvements in channel partnerships. "Analysys International analyst Wang Ying wrote, "Lenovo possesses an obvious advantage over rivals in terms of sales channels." The company's CEO, Yang Yuanqing, said, "Lenovo does not want to be the second player ... we want to be the best. Lenovo has the confidence to outperform Samsung and Apple, at least in the Chinese market." 〔http://www.tomshardware.com/news/Lenovo-Smartphones-Manufacturer-Samsung-China,20231.html〕 Yang Yuanqing said that Lenovo's strategy for Lenovo devices dictates an emphasis on its home market of China and emerging markets such as Russia, Indonesia, India, and the Middle East. Lenovo plans significant product releases in those markets in 2013. Lenovo does not plan to start selling smart-phones in Europe until 2014. Yang said Lenovo is pursuing this strategy due to its thin pre-tax profit margin of only 2.6 percent. He said, "If you don’t have enough scale, if you don’t have enough volume, it’s hard to make money. If you don’t have enough market share, it’s hard to make money," Yuanqing says. "That’s why we enter the markets one by one. When we enter a market, we want to quickly get double-digit market share." 〔()〕 The LePhone, as Lenovo smartphones were called in China, is offered at a relatively low price point and is customized for the Chinese market. The LePhone ≥benefited from strong support from Chinese mobile carriers and content providers such as Baidu, Alibaba, and Tencent. Having seen rapid growth in China’s smartphone market, Lenovo has began efforts to raise its share in the high-end market by cooperating with Taiwanese chip designer MediaTek in 2012 According to IHS iSuppli, Lenovo was a top-three smartphone maker in China with a 16.5 percent market share in the first quarter of 2012. According to a May 2012 report released by IDC Lenovo ranks fourth in the global tablet market by volume. As of November 2012, Lenovo was the second largest seller of mobile phones in China when measured by volume. Lenovo planned to release its smartphones in Nigeria in the second half of 2013 in an effort to find markets where it can sell directly to consumers. Lenovo picked Nigeria, because unlike South Africa and other African countries, there is no requirement to partner with a local telecom firm to sell its phones. Nigeria is Africa's second largest economy after South Africa. Lenovo will sell its phones across as many as six price segments with the most expensive selling for about US$500. Lenovo says it is investigating the rest of Africa and that Egypt will be its next target for expansion. Lenovo began selling smartphones in Kazakhstan in November 2013.〔()〕 In the same month Lenovo announced that it would start selling phones in at least 20 new markets "in the next few quarters." Lenovo said these markets would include the Middle East, Africa, and Latin America. Yang Yuanqing said that Lenovo decided to accelerate its expansion after success in Indonesia where Lenovo achieved 13-percent market share in one year while achieving higher profit margins than it earns in China. Lenovo sold about 50 million smartphones in 2013. The same year Lenovo increased its smartphone sales by 60% from 2012. Most of these sales took place in China where low and middle-end smartphones were still in great demand. Lenovo has assembled a team of senior managers familiar with the Indian market, launched mobile phones at all price points there, and worked on branding and marketing in order to build market share. As of February 2014, Lenovo claims that its sales of smartphones in India have been increasing 100% per quarter while the market is only growing 15-20% over the same period. Lenovo did marketing tests of its smartphones in November 2012 in Gujarat and some southern cities, where Lenovo already had a strong presence. Lenovo's strategy has been create awareness, maintain a broad selection of phones at all price points, and developing distribution networks. Lenovo partnered with two national distributors and over 100 local distributors. As of February 2014, more than 7,000 retail outlets in India sold Lenovo smartphones. Lenovo has also partnered with HCL in order to set up 250 service centres in 110 cities.〔()〕 In March 2014, Lenovo announced that it would release smartphones in the United Kingdom. Lenovo said that the launch would go forward regardless of whether or not its deal to purchase Motorola wins regulatory approval. As of March 2014, Lenovo was working with Vodafone and other carriers to ensure that its phones are compatible with their networks. Lenovo expects to release its first products intended for Britain at the IFA trade show in Germany in September 2014. Lenovo said that entering the British market would take about nine months due to the fact that most phones in the United Kingdom are sold with service contracts. Carriers have strict requirements for the phones they sell. Lenovo plans to use its current distributors, Exertis Micro-P, Ingram Micro, and Tech Data to sell its mobile phones.〔()〕 In late April 2014, Lenovo announced that it projects selling 80 million smartphones worldwide in the fiscal year that began on 1 April. Lenovo said that it expects smartphones and tablets to drive its profits in 2014. Yang Yuanqing said, "We have to look outside China for a bigger market share and higher profit margins." He also stated that adding that its partnership with Google, owner of the Android operating system was getting stronger due to Lenovo's acquisition of Motorola Mobility. In the fourth quarter of 2014, Motorola's sales grew by 118% year-on-year on a unit basis. Lenovo generally maintains geographic separation of the "Lenovo" and "Motorola" brands in smartphones. For example, Japan where as of May 2015, neither brand of phone was sold, will be reserved exclusively for Motorola. In China, both brands are sold after the re-introduction of Motorola smartphones after a two-year absence. Both brands are also sold in India. Lenovo announced in April 2015, that the two brands would continue to operate separately in India. 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Lenovo smartphones」の詳細全文を読む スポンサード リンク
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