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Lenovo President On Besting Dell, HPE And Driving PC Services Via Partners

Here’s Lenovo North American President Vladimir Rozanovich plan to win over market share from competitors, capture more channel partner mindshare and take the company from a $60 billion PC leader into a $100 billion end-to-end technology powerhouse.

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 ‘I Need To Fight Harder Against Them’: Rozanovich’s $100 Billion Plan For Lenovo

Vladimir Rozanovich plans to elevate Lenovo from a $60 billion PC company to a $100 billion end-to-end infrastructure, devices and PC as-a-service world leader by taking share from competitors like Dell Technologies as the company’s One Lenovo vision takes shape.

Rozanovich, a 24-year AMD veteran who recently became Lenovo’s North America President, said he’s going to fight ruthlessly to win more North America market share from the likes of Dell, Hewlett Packard Enterprise and even Apple in PCs, mobility, data center infrastructure and emerging as-a-service markets.

“I came to Lenovo because of what we’re actually implementing right now, which is our One Lenovo or Lenovo 360 plan. If I was just going to come here to be the head of the PC products where its, ‘Hey, Lenovo is No. 1 in PC worldwide and we’re No. 3 in North America, but we want to make sure that we get from No. 3 to No. 2,’— I mean, that’s exciting, but it’s not as exciting as saying, ‘Hey, Lenovo is not just a PC company. It’s a complete enterprise, small business and consumer organization that is going to service IT needs across a broad spectrum—from PCs, to phones, to tablets, to networks, to data center, to services and software, and supporting complex solutions—that’s why I’m here,” said Rozanovich, Lenovo’s North America President, in an interview with CRN. “That’s the part where I was like, ‘Wow, this is exactly where I want to be in my career: trying to transform a $60 billion company up to $100 billion company.’”

His goal is to win over customers and channel partners mindshare from its main U.S.-based competitors via new channel incentives, innovation and taking PC as-a-Service to a new level.

“We have three powerful OEMs here in our backyard in Apple, HPE, and Dell. And they’re going to fight ruthlessly in the U.S. market to make sure that they do not give up on their positions here,” said Rozanovich, adding that 75 percent of Lenovo’s business goes through channel partners. “For me, the guy who’s leading this market, I need to fight harder against them.”

Rozanovich speaks to CRN about Lenovo’s supply chain differentiation, besting Lenovo’s competition in North America, driving PC as-a-Service sales via channel partners, as well as winning “the hearts and minds” of channel partners.

“When we look at how our competitors like Dell are defocusing on the channel, it means they’re taking a lot of this business direct in many cases. They might be doing it to booster their profit margins in some in some areas, but the reality is, it’s taking away revenue opportunities for the channel,” said Rozanovich. “And in many cases, it’s taking customers away from the channel.”

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