According to a report put out by the International Data Corporation (IDC), which analyses the technology market and systematically publishes its findings, in the second quarter of this year, every second business laptop in the Baltics was a Lenovo.
In Q2, the most popular brands – Lenovo, HP and Dell – accounted for 49%, 25.4% and 21.1% of the equipment market for the business segment in the Baltics in terms of shipment numbers rather than turnover. Apple’s business products account for 1.7% market share. The most popular computer manufacturer in the world has been the market leader for some time now, even though in terms of price, it is far from the cheapest option.
Lenovo’s sales growth was mainly driven by the marked increase in consumer confidence in ThinkPad products, particularly in the premium segment, where equipment prices start at EUR 800. Official reports from Context show that Lenovo products dominate, with virtually half the market share for business products.
“The ThinkPad X1 Series models have won the hearts of consumers for delivering power, durability and other business-critical specifications in a lightweight, stylish package, whether it’s the latest generation of the X1 Carbon, or the ultra-light but powerful X1 Nano, or the convertible chassis of the X1 Titanium Yoga, which is predominant among middle managers who work in representation,” says Audrius Klimaitis, head of Lenovo’s Baltic office.
According to Mr Klimaitis, the range of value-added services also plays an important role in choosing a business-class device for everyday work. In the Baltics, Lenovo provides its corporate customers with equipment insurance against unforeseen events, as well as Lenovo Premier Support services, which are not necessarily relevant for ordinary consumers, but are vital in business, where a non-functioning device can mean direct losses and employee demotivation. Lenovo has also offered the market its CO2 Offset Service, which was particularly well received by large businesses. In the first year alone, Lenovo offset 13,712,000 kg of CO2 in the Baltics. All this is reflected in the sustainability reports of organisations.
Another factor that may have contributed to Lenovo’s dominance is its line of products focused on the mid-range equipment segment. The Lenovo ThinkBook series, which was launched a few years ago for small- and medium-sized businesses, start-ups and young professionals just starting their careers in companies, stands out here.
There are currently as many as six ThinkBook models on the market that compete with each other in terms of power, design, durability, graphics and processor. Due to the attractive compatibility of prices and technical features, each of them has its own buyer.
Another interesting trend is also being observed – sales of high-performance computers, the so-called “workstations”, are growing. Compared to Q1 2019 and Q1 2020, Lenovo’s Baltic office has recorded three times the sales of workstations this year.
This positive dynamic is likely due to the significantly expanded range of professional ThinkPad P Series workstations, which essentially cater to the needs of “power users”.
Lithuania is the absolute leader in the Baltics in terms of Lenovo’s sales to business.