Multinational technology firm Lenovo, is banking on the rise in usage of the 4G technology and growing internet usage by the millennials to drive its smartphone business in the East African region. Known for its personal computers business, Lenovo is banking on the success of its smartphone business in Europe and Asia to propel the East African operation.
According to the latest Communication Authority of Kenya fourth quarter sector report for the year 2014/15, there are an estimated 29.6 million internet users. Mobile data subscriptions contribute to 99% of the total subscriptions.
Lenovo’s focus on the millennials is exemplified in its new tagline, “Never Stand Still” and the introduction of the Vibe Series, range of phones in the market.
“We move into the market with the understanding that the consumer is spoilt for choice on their quest to acquire a smartphone. Our preposition is to the consumer is the emphasis we have placed on style, productivity, privacy, power and entertainment in the manufacture of our devices,” says Danish Oyugi, the Kenya Country Manager, Lenovo Mobile Business Group.
Leading mobile phone service provider, Safaricom, has already rolled-out its 4G network, with Airtel expected to launch the same once they receive necessary approvals from the regulator, Communications Authority of Kenya. In this line, Lenovo has the lowest-priced 4G smartphone in market, the A2010.
The Lenovo Business Mobile Group Head of Operations for Middle East and Africa, Sharay Shams adds, “We have great optimism in the success of the mobile business in the East African region. Kenya is without doubt the gateway into East Africa, and we are keen on building on our success in the PC business as we get more Lenovo smartphones into the market.”
Already the technology firm has presence in Tanzania and Ethiopia, with plans ready to spread into the larger East and Central African region. The number one PC maker globally is currently among the top five smartphone vendors.
In the Kenyan market, the firm is already working with telecommunication companies to get its smartphones across the country as well as selected vendors. “Our selection of smartphone ranges from the entry-level smartphone targeting consumers transiting from feature phones to smartphones. The middle and high-range models have been expertly designed and manufactured to suit the various needs of our consumers.”
Some of the models on the Vibe Series, which represents the high-range phones, include the Vibe X, Vibe S1, Vibe P1 and Vibe P1m. All the Vibe Series models are 4G-enabled.
Vibe S1 is a sleek, social smartphone primed for style and selfies. The Vibe S1 is the world’s first dual front camera for selfies. The front facing cameras, 8-megapixel and 2-megapixel, both shoot in tandem with the 8MP camera being the main camera as the 2MP camera gives a sense of depth. On the back, the S1 has a 13-megapixel camera with dual LED-flash.
The Vibe P1 targets people on the go who need a phone that will last multiple days on a single charge, with solid all-round performance and enhanced security. It also features the Lenovo Rocket Charge that charges the device up to three times faster than standard charging. It comes with a 5.5-inch HD IPS display, 5000mAh battery, 2GB RAM and 16GB of internal storage.
The Vibe P1m targets the value-conscious consumer who needs a battery to last all day long and more, protection to resist rain and spills, and a full host of smartphone features to keep up with a busy life. It is a dual SIM with a 5-inch display 2GB of RAM and 16 GB of internal storage and a 13-megapixel camera with a dual-LED flash on the backside and a 5-megapixel camera on the front.
