All Lenovo smartphones will be sold under the Lenovo moto brand, the production of smartphones under other names (Vibe, Motorola, etc.) is stopped, Aleksey Klochkov, executive director of Lenovo's mobile division in the Eastern Europe region, told Vedomosti. New smartphones under the Lenovo moto brand will be presented on February 26, he says.

Lenovo bought out Motorola Mobility from Google for $2.91 billion in 2014. According to Gartner, the combined company is not one of the world's top five smartphone shipments (3rd, 4th and 5th places are occupied by other Chinese companies - Huawei, Oppo and BBK) . From the materials of Lenovo, which were reviewed by Vedomosti, it follows that the company assigns itself 4th place in the global smartphone market (not counting China).

In Russia, Lenovo is in 3rd place at the end of 2016 (according to MTS): the share of Lenovo (without Motorola) in the Russian smartphone market was just over 8% in terms of the number of devices sold. The company yielded only to Samsung (21.6% of smartphone sales in Russia) and Apple (11.1%). According to the company - a partner of several cellular retailers, in December 2016, Lenovo devices occupied 7.5% Russian market smartphones in pieces, while devices under the Motorola brand - just over 0.3%.

Over the year, Lenovo's share in Russia decreased by 2.2 p.p., and it lost 2nd place in the market to Apple. A person close to Lenovo explained to Vedomosti the decrease in market share with the purchase of Lenovo Motorola. Now there is an integration of business of mobile division of Lenovo c Motorola, the joint model of development and the complexities which are inevitably accompanying integration processes is developed, could be reflected in sales, he said in the fall of 2016. The range of new devices of Lenovo and Motorola is still small, from here and low demand for these products, he noted.

Lenovo's mobile division is now unprofitable - mainly because the Chinese company has not been able to integrate Motorola's mobile business, said Eldar Murtazin, a leading analyst at Mobile Research Group.

Moderate growth

Just over 431.5 million smartphones were shipped globally in Q4 2016, according to Gartner. This is 7% more than a year earlier.

Own product brands have long existed for model ranges Lenovo laptops (Yoga, ThinkPad), and smartphones did not have such a common name - Lenovo moto will fill this gap, Klochkov notes.

Merging the two brands is not a good idea, Murtazin says: Motorola fans won't buy these devices because they're not real Motorola, and Lenovo devices are attractive not because of the brand, but because of the value for money, Murtazin said. At the same time, Lenovo's attempts to promote the Motorola brand in Russia have shown that it has already been thoroughly forgotten, he adds.

Oleg Beriev, president of the Mildberry branding agency, explains the adoption of moto as a brand for Lenovo smartphones by a peculiar search for identity, characteristic of most Chinese companies operating in the international market. This is an attempt to blur Chinese roots and position Lenovo as an international company in the smartphone market, he argues.

“Motorola is remembered in Russia. The use of the moto brand can bring additional sales and customer loyalty to Lenovo,” Evroset President Alexander Malis predicts.

The emergence of smartphones under the Lenovo moto brand instead of Motorola devices is unlikely to somehow affect sales of Lenovo gadgets, an employee of another retailer said. The buyer of smartphones with Lenovo or Lenovo moto brands will be more interested in the functionality of the phone and its price, and not in the name, Vedomosti's interlocutor believes.

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    • All Lenovo smartphones will be sold under the Lenovo moto brand, the production of smartphones under other names (Vibe, Motorola) is being discontinued, Vedomosti reports, citing Alexei Klochkov, executive director of Lenovo's mobile division in the Eastern Europe region.

    Lenovo acquired Motorola Mobility from Google for $2.91 billion in 2014. According to Gartner, at this moment the combined company is not in the top five global smartphone shipments (3rd, 4th and 5th places are occupied by other Chinese companies - Huawei, Oppo and BBK).

    Now there is an integration of business of mobile division of Lenovo c Motorola, the joint model of development and the complexities which are inevitably accompanying integration processes is developed, could be reflected in sales, Klochkov said in the fall of 2016.

    Lenovo's mobile division is now unprofitable - mainly because the Chinese company has not been able to integrate Motorola's mobile business, said Eldar Murtazin, a leading analyst at Mobile Research Group.

    Good or bad idea?

    Merging the two brands is not a good idea, Murtazin says: Motorola fans won't buy these devices because they're not real Motorola, and Lenovo devices are attractive not because of the brand, but because of the value for money, Murtazin said. At the same time, Lenovo's attempts to promote the Motorola brand in Russia have shown that it has already been thoroughly forgotten, he adds.

    “Motorola is remembered in Russia. The use of the moto brand can bring additional sales and customer loyalty to Lenovo,” Evroset President Alexander Malis predicts.

    The emergence of smartphones under the Lenovo moto brand instead of Motorola devices is unlikely to somehow affect sales of Lenovo gadgets, an employee of another retailer said. The buyer of smartphones with Lenovo or Lenovo moto brands will be more interested in the functionality of the phone and its price, and not in the name, Vedomosti's interlocutor believes.

    03.11.2016, Thu, 15:57, Msk , Text: Valeria Shmyrova

    Lenovo will stop making smartphones under its own brand, replacing it with the Moto logo. The reason is the success of the modular Moto Z series, which had a positive impact on the results of the past quarter. The “parting gift” of the brand will be Lenovo smartphone P2.

    Lenovo drops phone brand

    Lenovo will no longer release smartphones under its own brand, replacing it with the Moto logo. Thus, the Lenovo P2 model, which will be presented by the company in China on November 8, 2016, along with MotoM, will become latest smartphone Lenovo. Information about this appeared on the Gizmochina resource.

    The company's decision seems to have been influenced by the success of the Moto G4 and Moto Z models, which were introduced in May and June 2016, respectively. Since their launch, sales of Lenovo smartphones have grown by 40%, according to the company.

    Lenovo reports that it has already sold 1 million devices of the Moto Z series. In 12 months from the date of release, the company plans to sell 3 million smartphones of this series. The reason for the popularity of Moto Z was Moto Mods, which allow you to attach a camera, speaker, projector, or extra battery to your smartphone.

    Smartphone sales last quarter

    In total, for the second fiscal quarter ended September 30, 2016, Lenovo shipped approximately 14 million phones. The mobile division's revenue was $2 billion, down 12% from last year but up 20% from the first quarter.

    Lenovo will no longer be a phone brand

    The brand's total revenue for the quarter reached $11.2 billion, down 8% from last year but up 12% from the previous quarter. The quarterly growth is the result of the mobile division's success, in particular sales of the Moto Z series. This offsets the fact that sales of the brand's computers fell by 3.2% compared to last year, and tablets - by 14.7%.

    Parting Gift Lenovo P2

    According to preliminary data, Lenovo P2 received a screen with a diagonal of 5.5″ and a resolution of 1920 × 1080 pixels (Full HD). The AMOLED matrix, which the company rarely uses in its devices, should provide high contrast and a wide viewing angle.

    The device is based on an 8-core Qualcomm Snapdragon 625 processor with a frequency of up to 2 GHz. The amount of RAM is 3 GB, permanent - 32 GB with the possibility of increasing it up to 128 GB with a memory card.

    The resolution of the main and front cameras is 13 megapixels and 5 megapixels, respectively. The main camera offers autofocus, systems optical stabilization and double flash. The dimensions of the smartphone are 153 mm × 76 mm × 8.5 mm and weigh 177 grams.

    In addition to Wi-Fi and Bluetooth, the device supports NFC near-field communication. In addition, the manufacturer promises to support not only GPS, but also GLONASS, as well as the Chinese BDS positioning system.

    One of the main advantages of the model is a 5100 mAh battery. The manufacturer claims that the smartphone will be able to work without recharging up to 3 days. Mode fast charging TurboPower will allow you to charge it for 10 hours in 15 minutes.

    Sales of Lenovo P2 will start at the end of autumn, its price in Russia may be about p 25 thousand rubles.

    Lenovo and Motorola

    Lenovo negotiated Motorola from Google in January 2014 for a $2.91 billion deal. As a result, Motorola became a subsidiary of Lenovo. At the time of the acquisition, the company employed about 3.5 thousand employees, 2.8 thousand of them in the United States, where its headquarters remained in Chicago.

    In August 2015, it was reported that Lenovo is phasing out the production of phones under its own logo, as the Motorola brand is stronger.

    In September 2016, Lenovo announced 1,100 employees, or 2% of its global workforce. Most of the employees of the Motorola Mobility division were fired, in particular, more than 700 employees of the Chicago office.