INside IFA

Lenovo INfluencers with Chief Marketing Officer David Roman During IFA 2013

Each year, Lenovo participates in major consumer electronics shows around the world in a big way. This week, we are at IFA in Berlin to unveil some of our latest PC+ devices. To help us get the word out, we took along  several members of the Lenovo Influencer Network (IN) including Andreas Gotthelf. In the post below, Andreas shares his perspective on the events and experiences in his two days at IFA with Lenovo. (Translated from German.)

This year’s IFA is simply the most stunning electronics show I have seen yet. I’m one to know that since I went to CES 2013 in January. The press conference on day one was very crowded with over 200 journalists closely listening to Lenovo´s executives. Of the many products introduced, my favorites are both convertibles: the Yoga 2 Pro and ThinkPad Yoga, despite Lenovo announcing  many new offerings in  their product portfolio including smartphones and tablets. The Yoga 2 Pro offers a great screen with amazing  resolution,  the world’s highest  at 3200X1800  pixels (QHD+). Also, it’s thinner and lighter than the previous 13- in Yoga and even has  a backlight keyboard too.

Here you see a picture, featuring Nick Reynolds showing our group the new Yoga 2 Pro.

But if you are a business user you´ll have different needs than a consumer, like rigidity or docking capability. That’s why Lenovo made the ThinkPad Yoga. The chassis is made of magnesium alloy and docking is quite easy. You just need Lenovo’s One Link dock, purchased separately. It provides USB ports, a mini-HDMI connection, Gigabit Ethernet and more. The most interesting feature of the new ThinkPad Yoga, I think, is a unique lift and lock system created for tablet mode. The system automatically lifts and locks the keys on the machine’s keyboard in place for a streamlined feel.

On day two of our IFA experience, we had breakfast with Lenovo´s Chief Marketing Officer, David Roman. We had an interesting conversation about how to bring business and consumer products to the market, the “secret sauce” to being successful through constant innovation and how to be faster than competitors. David told us Lenovo is listening to its business and consumer customers very closely, in order to build products which fits their needs and that the PC is not dead. In fact it´s still alive, but products and technologies are changing every four to five years. Lenovo calls its strategy PC+, which really means offering an ecosystem of digital devices. The PC business is still a big business. Lenovo is aware of the big shift in the market when it comes to usages modes, mobility and connectivity needs in order to get the right input from their customers, David told us that crowdsourcing can be done quite easy for business customers but has more challenges in using for consumer markets. Our group was very happy that David shared his insights with us and are impatiently waiting for which new products we´ll see in the future.

From that perspective, you can easily guess, it’s important for Lenovo to keep innovating to become the most competitive PC+ company. I have been to CES from 2011 to 2013 and saw Lenovo jump into the tablet market successfully. After that I’ve watched the rise of Lenovo Ultrabooks with models like the U310, especially the new convertible Yoga 13 in 2012. Then its smaller counterpart the Yoga 11s gained my attraction this year, and it’s what I’m writing my post on now. I enjoyed using it to watch  movies in stand mode while on my journey to Berlin for IFA. As a short side note, while I visited Starbucks before I left Berlin, guess what I saw inside? A customer was sitting there drinking coffee and using a Yoga 11s. I began to smile and to think good choice!

Interestingly, I saw in the Lenovo booth that a lot of the staff members were using their Yoga, the 13-in or 11s, too. I think this year with so many press attending the press conference shows Lenovo’s momentum clearly. I can´t wait to see what Lenovo will have to offer at CES 2014.There are only three or four months to go, so I would recommend to stay tuned for what´s coming up next.

Follow Andreas on his social properties:
On Twitter: @agotthelf , on G+: https://plus.google.com/u/0/105749394083843362512/posts
Forum: English: www.forums.lenovo.com
German: http://forums.lenovo.com/t5/Deutsche-Community/ct-p/Community-DE?profile.language=de