Globally, Lenovo is currently ranked fourth in the world. Lenovo launched a range of strategies to break down the middle of the market share and bring this company into the number one position. Particularly in Indonesia, this year the sector of Small and Medium Enterprises (SMEs) will be the drivers of market growth of personal computers (PCs) and notebook Lenovo compared to enterprise and public sector segments. To that end, Lenovo is committed to focus on this sector by giving priority to low-price products.
"Market segment is growing rapidly is the SMEs. We see the opportunity that if we want to grow larger in Indonesia, should focus more on SMEs, "said Sandy Lumy, Country Manager, Commercial Business, Lenovo Indonesia. Another reason which makes computer vendors from China's low-price notebook market insist that cost below U.S. $ 800 is the presence of IDC's data support that mentions that the growing trend in Indonesia is low-price market segment, while the high price tends to decline or stagnate. "Based on data from Lenovo, the penetration of this sector in Indonesia is only around 3.9 percent. This figure includes the lowest market penetration compared to other sectors. Nevertheless, we will not give up to continue working on the SME sector, "added the man born in this Indramayu.
To express its commitment, the Lenovo also opened ThinkStore in some of Indonesia's leading IT shopping mall to Think brand is widely known to the public. ThinkStore is a store that provides a complete product Lenovo, both from the class until ThinkPad ThinkCentre, and allows the user to first tested the Lenovo products before purchasing. ThinkStore Lenovo has built are in Jakarta (Mangga Dua Mall), Surabaya, Bandung, Semarang, Palembang and Pekanbaru and several other large cities.
Check out the interview with Sandy Lumy BISKOM more recently.
What Lenovo seek to expand market in Indonesia?
At Lenovo, we focus to develop the core channel. Together we enlarge Lenovo market in Indonesia through the creation of programs for demand generation, whether it is to partner / channel and the end user. In addition, we also create an incentive program or channel program is competitive and attractive in every quarter. The aim is to provide motivation to its business partners to sell Lenovo products as much as possible.
The program, referred to as what?
Our program is boxed with a Lenovo Growth Program (LGP). For the partners who meet the quota, there are certain incentives for them. In addition, we focus to create ThinkStore in a number of leading IT malls in major cities in Indonesia to Lenovo's Think brand known to the wider community. As in Jakarta (Mangga Dua Mall), Surabaya, Bandung, Semarang, Palembang and Pekanbaru and others. Total this quarter, we are targeting to open five Think Store namely in Jakarta, Surabaya, Palembang, Pekanbaru and Makassar. There is a possibility we are also open ThinkStore in cities other than those I mentioned earlier. Not to mention, there such a thing Think Kiosk placed at Lenovo Exclusive Store or Multi Brand Store. We hope the community can know or aware with Lenovo products.
Target problem is very confidential, but certainly we expect to grow faster than the market. For example, if the market growth of 18 percent, we will grow faster than 18 percent, because our target is to increase market share. Currently, Lenovo's market share of 6.1 percent and was in fourth position. We want to increase the market share of at least 10 percent this year. If in the year 2009, Lenovo's market share remained at 4.5 to 4.6 percent. End of the year 2009, based on IDC data, Lenovo's market share has reached 6.1 percent. In this quarter, we expect no improvement. New numbers out around May 2010.
What efforts undertaken so that Lenovo can be placed in third position, or even being number one? Where the market to be aimed?
We'll just see where we were headed to market, for example for the enterprise segment, government, and public sector we will fix the maintenance side. There is now growing with a stable market where enterprise and public sector has reached 13.5 percent. But the current market segments are growing rapidly are SMEs. We see the opportunity that if we want to grow larger in Indonesia, we must focus on SMEs. This niche is relatively large only around 3.9 percent, but we see the SME market segment sales in each quarter is very significant, even much bigger than the enterprise segment and the public sector. Even so, the two segments that we did not forget even if we had more drive to the SMEs, because SMEs are the engine of growth.
Any new technology that distinguishes Lenovo with similar products?
Lenovo's commitment is to bring different products with capabilities that are expected, with reasonable prices, as well as displaying the leading innovations to our customers. Think you've known in the ranks with ThinkVantage Technologies, and the active protection system capable of protecting data on your hard drive and can perform backup and restore. Everything we provide for free. Additional security is also provided by Lenovo through hardware and software products. In essence, ThinkVantage Technologies will provide rescue and data recovery services, power management, and Active Protection System (APS) which is a technology for protecting data on your hard drive from shock or impact. So that those who use Lenovo notebook can get a little relief with data security, thanks to the layered protection provided by Lenovo.
What type of notebook will be launched throughout the 2010's this?
In January, we've launched the Lenovo x100 and Edge, business notebooks aimed at the SME market. Type AMD Athlon processor x100 relies on Edge while the berprosesor Neo Intel claimed to have a higher endurance than the berprosesor AMD. Lenovo also uses a special motherboard on Intel berprosesor notebook manufacturers, and thus more power-efficient that it has been brought by Intel's own processors. While for motherboards AMD, Lenovo to use the standard device. We want to emphasize that the x100 is not netboook, and not a recycled product of S10s Ideapad, Lenovo consumer netbook product, and is not intended to replace the X200. Thinkpad x100 Edge and was quality products at affordable prices, below U.S. $ 800.
So forward, Lenovo will market notebooks priced below U.S. $ 800?
Well, to expand the market, we must market the notebook like that. Like the IDC data mentioned that the growing trend in Indonesia is a low-price market segment, while the high price tends to decline or stagnate in the years 2008-2009 are still considering the crisis so that people maximize the existing budget to get the best product (price performance). And this must be anticipated by computer makers including Lenovo us on that also must be ready to market changes like that so we have to launch innovative products in terms of features and also covered by the community. In addition, we also create what we call an all-in-one PC considering the number of office users who want an all-in-one PC with a variety of considerations.
In the era of free trade and tariff barriers which customs duty is removed, I think his impact on the market of information technology (IT) just fine. But still we have to anticipate the entry of brands of products newcomers. Therefore we must continue to satisfy customers, adding the network service center, and plans to create a spare parts depot, where we will provide service levels more quickly because of obstacles that exist today is the availability of spare parts.
Today, people are also concerned about the brand because it was teredukasi. They choose a brand-reputable brand, so it is not easy for new and cheaper products market penetration in Indonesia, because our society has been smart to choose, not just chasing cheap prices.
What other things are done to satisfy the customers Lenovo?
We also apply Experience Enhanced certification for products that use Windows 7. This certification has various features that optimally designed to improve system performance while improving the computing experience for customers running Windows 7 in Lenovo PCs.
Lenovo Enhanced Experience is the result of technical cooperation between Lenovo and Microsoft, designed to deliver PCs that are not only able to run Windows 7, but also helps the consumer and SME customers to enrich their experience with operating system Windows 7. The main benefit of certification is Lenovo Enhanced Experience advanced performance settings that allows PC-PC Idea Think and work much faster than PC-PC configuration is identical but not optimized. Enhanced Certification Experience also includes an increase of multimedia and software that is easy on system maintenance PCs Idea and ThinkVantage Technologies.
Currently, the government is encouraging the procurement of goods and services with an electronic system called e-Procurement (e-Proc), what is your opinion?
We strongly support the e-Proc, but must be seen also that with the selection process, the price becomes crucial and a factor that determines winning or not. If it is determined solely by price, sometimes in a single project, other than price and the goods, another factor is the level of after sales service which is expected also very important. Deserves scrutiny, offering between one vendor with other vendors is not the same, it's because the cost of different levels of calculation. If it's auction committee is ready and give referrals complete and unambiguous, we must strongly support the implementation of e-Proc.
We did not get involved directly but we support our partners. Thus, a partner who joined the tender and we only support it, such as preparing the necessary documents, mail documents, sales networks, ISO and so forth. So, we help partners to be able to complete the requirements to participate in the tender. Sure, we do not get ahead and stay ahead of partner.
What about government regulations related to IT? As one who was directly involved in the business world, Did you see there are still elements of service learning projects related to government and private?
My opinion, the government must continue to encourage the domestic industry can grow, such as local brands are given incentives to grow. But we also hope that the government should provide healthy competition climate. In a sense, local brands and international brands are given equal opportunities. If the Department of Education, the most requested tenders for a few local products and permits the Minister of Industry with the level of local content. Actually, the existence of these rules do not allow international brands to participate. Only local brands can participate. We understand that the government wants to encourage international brands that do not just sell but also undertake transfer of technology and opened a factory in Indonesia. If for government projects and private sector, my values, already good and transparent, but when it crashed into the guidelines that are not true.
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