I

n the past, there was a time when baby boomers, those born between 1946 and 1964, dominated the scene. Now, the millennial generation is in the spotlight, replacing the baby-boomers who are retiring.

'Millennial is the generation that is currently graduating from university, going into the workforce, struggling to get into the workforce.
They make up 32 percent of the global population, between the ages of 15 and 35,' said Christopher Millward, Lenovo global communications director Mobile Internet/Digital Home recently in Beijing.

Lenovo, China-based device manufacturer, is currently the largest PC maker in the world in the second quarter of 2013 with a market share of 16.7 percent, according to the International Data Corporation (IDC). Yet, in the era when mobile devices like smartphones and tablets are on the rise, Lenovo has decided to embrace the market, continuing to make headway into the world of mobile technology.

'That's what we call PC Plus, the smartphones and tablets. The notebook and desktop industry market is flat, while at the same time there continues to be a significant portion of market share for smart connecting devices. And so the opportunity is very clear to us,' Millward went on.

Millward cited the importance of millennials in expanding Lenovo's mobile devices. 'Why are they [millennials] important? Well globally, they purchase 43 percent of notebooks and 55 percent of smartphones. Also, 75 percent of this generation enforces the purchase decision of other generations,' he said.

'The numbers are compelling. It's also a market that fits Lenovo. We are a young, vibrant company. This is who we are targeting in marketing campaigns. This is who we are selling smartphones to. When it comes to phones, these are devices that millennials sort of have a relationship with, they carry them everywhere, even sleep with their phones.'

According to the IDC, Millward said, Lenovo was number four in smartphones with a market share of 4.8 percent, while it was number five in the tablet market with a market share of 3.3 percent in the second quarter of 2013.

The fastest growth in PC Plus, Millward said, came from emerging markets, especially Asia. Indonesia was one of the strongest markets in smartphone products among other Asian countries like India, Malaysia, Thailand, The Philippines and Vietnam.

As for Indonesia, Lenovo has launched the first wave of smartphone products (K860, P700i, S880, S560 and A60+), followed by the second wave (S890, S720, P770, A800 and A690) and its latest premium product, the K900.

'Frankly, the response and acceptance of Lenovo smartphones have been stronger in Indonesia than we expected,' said Millward, adding that the company's portfolio was behind the success.