Lenovo expands in Africa

Lenovo's general manager for Africa, Graham Braum, provided to China Daily

Another popular product in Africa is the Lenovo netbook, which look like miniature laptops, with screens rarely exceeding 10 or 12 inches.

Lenovo introduced netbooks around since 2008. They are generally characterized by a distinct dependency on connecting to a network, or the highlighted ability to connect to a network.

Braum says the 10 inch netbook is very popular in Africa, as consumer survey shows they wanted a product between a notebook and a tablet, he says.

Another strategy Lenovo is adopting in Africa is rolling out products alongside different African governments' rolling out of wireless technology, Braum says.

"Wireless communities are already being established in Laos, South Africa, Rwanda and other places. We are seeing all the technology becoming available and affordable in these countries, and more countries are following this trend," says Braum.

As internet becomes available, Lenovo's users will then be able to fully enjoy all the functions of its products.

In addition, Lenovo is focusing on supply chain technology and giving its customers after sales support, he says. "We bring innovation to the supply chain, to make sure we set the standard for what we want to represent, which are, quality, reliability, style and speed."

In the long term, Braum says Lenovo in Africa will focus on continuing to consistently supply personal computer products and allow this market to grow, while moving into new territory such as mobile and enterprise.

He says this is consistent with Lenovo's global strategy of 'protect and attack', which means protecting market share of products already doing well, and entering into new territories.

"We protect markets like China where we have more than 30 percent share, and then we attack markets we are not present in, for example, we can move into the consumer brand space," he says.

In Africa, this means being able to have a full range of consumer products to meet market needs.

Braum, who is originally from Johannesburg, has worked in the IT sector for 18 years. He said that he decided to join Lenovo, because he saw big opportunities for the brand to grow fast. "I think Lenovo is a big company in the world, and what it is doing globally is very innovative," he says.

Laura Davis contributed towards this story.