|
Armed with a new marketing strategy, China-based computer
manufacturer Lenovo launched its first consumer-oriented products in
Indonesia on Wednesday to tap into the country's growing
personal-computer market.
Lenovo's Indonesia country general manager, Soeparwan Soelaeman, said
that by cracking the consumer computer market, Lenovo would be better
able to compete with already established market players.
"We hope that by focusing on the consumer PC market, we can penetrate
the market more effectively. With this strategy, we hope we can also
increase our sales of IBM computers to corporate buyers," Soeparwan
said at the official launch of the new Lenovo products.
After taking over the United States-based IBM's Personal Computing
Division in May 2005, Lenovo has combined its own strategy, which
focuses more on the consumer market, and IBM's legacy, which is focused
more on the commercial market
Soeparwan said that the strategy of focusing on the consumer market has
been successfully applied in India and China.
"Indonesia, with its 220 million people, is quite a big market and with
this strategy, we hope we will be able to emulate our success in China
and India," he explained.
According to figures from the International Data Corporation (IDC), an
independent research institute, Indonesia's consumer PC market
accounted for only 23 percent of the country's total PC market in the
third quarter of this year.
Although the share of the consumer computer market is relatively small,
it is growing rapidly, notching up 67 percent growth in the second
quarter of this year.
Total PC sales in Indonesia are expected to reach 1.3 million units in
2006, an increase of about 30 percent from the one million units sold
in 2005.
Lenovo's product manager, Rico Gunawan, said the newly launched
computers consisted of Lenovo Q and H series products and Y300 and Y400
notebooks.
Designed to satisfy personal needs for entertainment, Rico said, the
products offered numerous multimedia features, including music,
television, movies and games, at prices ranging from US$439 to $1,100
for desktop computers, and from $700 to $2,000 for notebooks.
He added that in order to ensure customer satisfaction, the company had
established 10 service centers in nine major cities around the country,
including Jakarta, Surabaya (East Java), Bali and Balikpapan (East
Kalimantan).
According to latest IDC figures, 35 percent of Indonesia's total PC
market is accounted for by unbranded, locally assembled computers,
followed by Hewlett Packard with about a 15 percent market share and
Acer on 9 percent. Meanwhile, Acer controls 28 percent of the notebook
market.
The IDC forecasts that by 2009, the size of the Indonesian PC market
will amount to 2 million units, of which 20 percent will be notebooks.
|
