Lenovo is making a big change in marketing its new line of smartphones. The Chinese company has been reported to introduce their upcoming mobile devices under the 'Moto' brand.
According to Campaign Asia, the company's decision to shift to a new strategy comes after hitting a slump in sales of combined Lenovo and Moto products. Apparently, Lenovo's sales in mainland China is subpar compared to the company's overseas performance. It cost the company a drop of $2B in total sales for this year's second fiscal quarter.
In 2014, the company acquired the Motorola brand - a move that made a huge impact on the vision of the company. The acquisition, according to the site, did not make for a good turning point as they had hoped. As a result, the company faced a reshuffling in top positions.
"The move seems to be an admission that the acquisition hasn't panned out as hoped," the site wrote.
Xudong Chen, the company's co-president and Senior Vice President of Mobile Business Group has stepped down from his post, leaving SVP of Human Resources Gina Qiao to fill in for his void. Albeit the fact that Qiao works for the Human Resources division, the company still believes in her capabilities to lead their mobile sector.
"Despite her HR title, Qiao has previously headed up marketing in China and for many years was also chief strategy officer for the company; this background and insight form the ideal skill set to manage the mobile business," Lenovo CEO Yang Yaunqing said in a statement.
With regards to their PCs and laptop products, the company is not planning on changing their brand names at this point. According to the company, the computing devices make up at least 70% of their annual revenue.