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Will the branding message be different for the two markets then? Or will it be consistent?
I think the idea of "For Those Who Do" can play to both audiences because there's some overlap, but the way that you play and it and leverage it will be a little different. So in the SMB space, we want to take examples of business owners and entrepreneurs who are using technology to make their companies go. On the consumer side, we want to take examples of people that have a passion for a certain hobby or activity. For example, base jumpers can use their computers for an analysis of their jump. We want to create the technology that makes each of them able to do their thing. And I think by enabling that concept, it plays very well to both the SMB and consumer markets. You just have to shape the story a little around the action and activity and passions of those groups.
There's seems to be a movement of consumerization of technology in the commercial sector. Do you think that will continue and how will it affect your strategy?
I do think it's going to continue. Over the next half a decade or decade, you'll see a continued convergence across devices. It's only natural; you and I used technology to do our jobs. But when we're home, we often use that same technology for other interests and passions. So I think that blurring will continue to evolve. There's no doubt that businesses need the security and the reliability features to protect their corporate assets. But the kind of activities you do in business today, like rich media and video conferencing, all of those things have blurred across the lines. But I think there will be subsets of functions and features that will be accented more in the commercial sector, and we're going to make sure we listen to those customers and tailor the specific solutions to get the best experience. We won't push a one-size-fits-all or vanilla solution. They will be tailored.
If you look across our product portfolio right now with ThinkPad, ThinkPad Edge and IdeaPad, you can see they share some common features and design language, but they are also clearly tailored to the specific needs of their target audience. We spend hours upon hours as a team going through the technology to understand what are the right features that should be consistent across the products but also what has to be unique for each segment to give that customer a reason to buy and also know that Lenovo is the right value for the dollar.