Marketers at the world’s second largest supplier of personal computers will work on product design in a bid to make their offering both consumer and technology-led.
David Roman, chief marketing officer and senior vice-president of Lenovo, told Marketing Week that the move will result in more “interesting designs”.
He adds: “We are trying to evolve into something that is a little bit in between [a tech and consumer-led company]. In the tech space, there will always be things that you do because you can, you have a new tech breakthrough which allows you to do certain things, you are not going to wait for the market to ask for that you are going to figure out a way to make that relevant.
“But at the same time, we have to be much closer to what the market is looking for, what consumers want.”
Lenovo has a 13.5% share of the PC market, second to HP on 17.7%, according to Gartner and IDC data.
The company, which bought IBM’s PC division in 2005, is best known in China, with 32% of the PC market, but it is less recognised in Europe and the US.
It launched its first global campaign last year using the strapline “For those who do”.