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Lenovo Will Only Use Moto Branding For All Its Future Smartphones

By Luis Fran , Nov 09, 2016 07:15 PM EST
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Lenovo has announced that all of its future mobile devices will use the Moto instead of its own since the company seems to bring together its business with Motorola after acquiring it back in 2014 from Google, although the Chinese giant reported that these efforts didn't meet the expectations.

A New Structure

According to the International Business Times, Lenovo chairman and chief executive officer Yang Yuanqing explained that this change is the focus on strengthening the marketing in the company´s native land China, adding that overseas smartphone sales have been way much better than they were in Asia´s first economy.

Also, it was known that the company wants to change its staffing structure, bringing the former SVP of human resources, Gina Qiao, to rule as SVP of Lenovo Mobile Business Group, which could be done in short term, since Yang has publicly shown his support, explaining that she has "the background and insight to form the ideal skillset to manage the mobile business."

According to Pocket Lint, the combined sales of Moto and Lenovo-branded devices for Q2 2016 were $2 billion, down 12 percent year-on-year. The company shipped 10.9 million smartphones in Q4 2016 and 66.1 million units in the full year. "Our mobile business has good quarter-to-quarter volume growth (20%) and margin improvements," Yang said.

Future Smartphones Might Be Similar To The "M" phone

Although the Motorola´s acquisition hasn't been precisely the greatest business in the history, it included not only the brand but also smartphones like the DROID series devices, Moto E, Moto G, Moto X and the future Motorola product roadmap, which could be very significant for Lenovo´s interest.

However, most of these devices might be replaced by something similar to the recent "M" phone, a decision that comes as a part of the company´s staffing structure change. In fact, Lenovo has made some senior hires from major companies as Microsoft and Intel, in order to transition from a hardware company into a "customer-oriented company focusing on devices with artificial intelligence and cloud services".

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