Lenovo beefs up tablet offering

Lenovo introduced its widest range of tablets of varying sizes and platforms yesterday catering to individual needs of customers at the Bombay Flying Club in Mumbai.

e4m by exchange4media Staff
Published: Oct 13, 2011 9:36 AM  | 2 min read
Lenovo beefs up tablet offering

Lenovo has launched its first family of tablets in the market. Unveiling the tablets in India, Amar Babu, Managing Director, Lenovo India, announced the marketing strategy for their family of tablets and said that it depended on the target consumer the tablet was made for.

Babu added that the tablets were strategically engineered to deliver services to satisfy different needs of a range of customers in the market. IdeaPad Tablet K1 is designed for consumers looking for a superior quality entertainment and social networking experience. ThinkPad Tablet is targeted as business professionals looking for higher productivity and enhanced security, while the IdeaPad Tablet A1 will target first time buyers of Internet mobile devices in India at an affordable price.

These tablets are the company’s first mobile Internet devices featuring the Android 3.1 platform.
Babu said, “We have listened to our customers and are delivering Android tablets designed to meet their particular needs.”

These newest range of tablets will be available in the market by October-end at Lenovo’s 700 exclusive stores. The price range for the ThinkPad Tablet is between Rs 30,000 and Rs 45,000 approximately. IdeaPad K1 is priced in the Rs 30,000-35,000 range, while the IdeaPad A1 is priced at around Rs 15,000.

Babu was confident that Lenovo’s strong strategic marketing execution plan would allow the tablet to go beyond the enthusiasm of geeks and the nerds and cut across the masses. He said that it should get down to the consumer at the lowest level. “It should be available at the grassroots level or the interiors of the country,” he added.

While emphasising on the marketing strategy, he also said that tablets were a use-and-feel product and, therefore, they needed to be experienced in stores. For that, they have a retail expansion plan to put a thousand stores at the end of the year and services will be available in 456 cities.

He said, “If I can bring experience in city No. 450 similar to city No. 1, I think we have succeeded.”

Shailendra Katyal, Marketing Officer, Lenovo India, added here that Lenovo’s brand philosophy was to do what they said. As a technology company, they create personal technology also for those who do what they say and keep the doer’s spirit alive. He stressed, “We are not making an empty statement.”

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