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Lenovo smartphones
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Lenovo smartphones
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Lenovo smartphones are marketed as the "LePhone" in mainland China and the "IdeaPhone" overseas are smartphones designed and manufactured by the Motorola Mobility, ZUK Mobile and Medion, divisions of Lenovo. On April 27, 2017, Lenovo announced that the ZUK brand would cease operations.[1][2] In 2015, Lenovo subsumed its own smartphone division into the acquired Motorola brand.[3]

Marketing and sales growth

[edit]
A Lenovo smartphone just after unboxing
The Vibe X presented by models at launch

Lenovo has implemented an aggressive strategy to replace Samsung as mainland China's top smartphone manufacturer. It spent $793.5 million in Wuhan to build a plant that can produce 30 to 40 million phones per year. Data from Analysys International shows that Lenovo's China smartphone sales experienced considerable growth in 2012. Lenovo's market share increased to 14.2 percent during 2012's third quarter, representing an increase over 4.8 percent sales growth in the same quarter of 2011. IDC analysts said that Lenovo's success is due to its "aggressive ramping-up and improvements in channel partnerships. "Analysys International analyst Wang Ying wrote, "Lenovo possesses an obvious advantage over rivals in terms of sales channels." The company's CEO, Yang Yuanqing, said, "Lenovo does not want to be the second player ... we want to be the best. Lenovo has the confidence to outperform Samsung and Apple, at least in the Chinese market."[4]

Yang Yuanqing said that Lenovo's strategy for Lenovo devices dictates an emphasis on its home market of China and emerging markets such as Russia, Indonesia, India, and the Middle East. Lenovo planned significant product releases in those markets in 2013. Yang said Lenovo is pursuing this strategy due to its thin pre-tax profit margin of only 2.6%. He said, "If you don’t have enough scale, if you don’t have enough volume, it’s hard to make money. If you don’t have enough market share, it’s hard to make money," Yuanqing says. "That’s why we enter the markets one by one. When we enter a market, we want to quickly get double-digit market share."[5]

The LePhone, as Lenovo smartphones were called in China, is offered at a relatively low price point and is customized for the Chinese market. The LePhone benefited from strong support from Chinese mobile carriers and content providers such as Baidu, Alibaba, and Tencent.[6] Having seen rapid growth in China's smartphone market, Lenovo has begun efforts to raise its share in the high-end market by cooperating with Taiwanese chip designer MediaTek in 2012.[7] According to IHS iSuppli, Lenovo was a top-three smartphone maker in China with a 16.5 percent market share in the first quarter of 2012. According to a May 2012, report released by IDC Lenovo ranks fourth in the global tablet market by volume.[8] In November 2012, Lenovo became the second largest seller of mobile phones in China when measured by volume.[9]

Lenovo planned to release its smartphones in Nigeria in the second half of 2013 in an effort to find markets where it can sell directly to consumers. Lenovo picked Nigeria, because unlike South Africa and other African countries, there is no requirement to partner with a local telecom firm to sell its phones. Lenovo will sell its phones across as many as six price segments with the most expensive selling for about US$500. Lenovo said it was investigating the rest of Africa and that Egypt would be its next target for expansion.[10]

Lenovo began selling smartphones in Kazakhstan in November 2013.[11] In the same month, Lenovo announced that it would start selling phones in at least 20 new markets "in the next few quarters." Lenovo said these markets would include the Middle East, Africa, and Latin America. Yang Yuanqing said that Lenovo decided to accelerate its expansion after success in Indonesia where Lenovo achieved 13-percent market share in one year while achieving higher profit margins than it earns in China.[12]

Lenovo sold about 50 million smartphones in 2013. The same year Lenovo increased its smartphone sales by 60% from 2012. Most of these sales took place in China where low and middle-end smartphones were still in great demand.

Lenovo has assembled a team of senior managers familiar with the Indian market, launched mobile phones at all price points there, and worked on branding and marketing in order to build market share. As of February 2014, Lenovo claims that its sales of smartphones in India have been increasing 100% per quarter while the market is only growing 15-20% over the same period. Lenovo did marketing tests of its smartphones in November 2012 in Gujarat and some southern cities, where Lenovo already had a strong presence. Lenovo's strategy has been create awareness, maintain a broad selection of phones at all price points, and developing distribution networks. Lenovo partnered with two national distributors and over 100 local distributors. As of February 2014, more than 7,000 retail outlets in India sold Lenovo smartphones. Lenovo has also partnered with HCL in order to set up 250 service centres in 110 cities.[13]

In March 2014, Lenovo announced that it would release smartphones in the United Kingdom. Lenovo said that the launch would go forward regardless of whether or not its deal to purchase Motorola wins regulatory approval. As of March 2014, Lenovo was working with Vodafone and other carriers to ensure that its phones are compatible with their networks. Lenovo expects to release its first products intended for Britain at the IFA trade show in Germany in September 2014. Lenovo said that entering the British market would take about nine months due to the fact that most phones in the United Kingdom are sold with service contracts. Carriers have strict requirements for the phones they sell. Lenovo plans to use its current distributors, Exertis Micro-P, Ingram Micro, and Tech Data to sell its mobile phones.[14]

In late April 2014, Lenovo announced that it projects selling 80 million smartphones worldwide in the fiscal year that began on 1 April. Lenovo said that it expects smartphones and tablets to drive its profits in 2014. Yang Yuanqing said, "We have to look outside China for a bigger market share and higher profit margins." He also stated that adding that its partnership with Google, owner of the Android operating system was getting stronger due to Lenovo's acquisition of Motorola Mobility.

In the fourth quarter of 2014, Motorola's sales grew by 118% year-on-year on a unit basis. Lenovo generally maintains geographic separation of the "Lenovo" and "Motorola" brands in smartphones. For example, Japan where as of May 2015, neither brand of phone was sold, will be reserved exclusively for Motorola. In China, both brands are sold after the re-introduction of Motorola smartphones after a two-year absence. Both brands are also sold in India. Lenovo announced in April 2015, that the two brands would continue to operate separately in India.[15]

Branding

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The "Le" series of devices, including the LePhone, LePad, and the LeTV (Not to be confused as the LeTV series of hardware and streaming platform by LeEco) were sold under the "idea" brand outside of China. The LePhone was thus known as the "ideaphone" in other markets. The "Le" pre-fix means "happy" in Mandarin Chinese and this branding is only used in mainland China.[16][17]

In early 2013, Lenovo signed an endorsement deal with Kobe Bryant. Lenovo says Bryant was selected in order to further internationalize its brand while appealing to young consumers. Bryant made numerous appearances on behalf of Lenovo and was its main smartphone marketing campaign of the year in Asia.[18]

Mergers, acquisitions, subsidiaries, and partnerships

[edit]

Lenovo sold its mobile phone division in 2008 to focus on its personal computer business and then paid $200 million to buy it back in November 2009. Lenovo re-acquired its mobile division to focus on mobile internet devices such as smartphones and tablet computers.[6]

Motorola Mobility

[edit]

On 29 January 2014, Google announced it would sell Motorola Mobility to Lenovo for US$2.91 billion in a cash-and-stock deal. When Google and Lenovo first announced the acquisition of Motorola, they said the purchase would be funded with $660 million in cash, $750 million in Lenovo stock, and a $1.5 billion promissory note due in three years. As of February 2014, Google owns about 5.94% of Lenovo's stock. The deal includes smartphone lines like the Motorola Moto X and Moto G and the Droid Maxx. Lenovo also acquired the future Motorola Mobility product roadmap. Google will retain the Advanced Technologies & Projects unit and all but 2000 of the company's patents.[19] Larry Page of Google said of the sale that "the smartphone market is super competitive, and to thrive, it helps to be all-in when it comes to making mobile devices. It's why we believe that Motorola will be better served by Lenovo—which has a rapidly growing smartphone business and is the largest (and fastest-growing) PC manufacturer in the world."[20]

Yang Yuanqing stated that "the acquisition of such an iconic brand, innovative product portfolio, and incredibly talented global team will immediately make Lenovo a strong global competitor in smartphones."[21][22][23] Yang also said, "Don’t be scared by the $1 billion-a-year loss. We will improve that even from day one. Google is very good at software, ecosystems and services. But we are stronger in the manufacturing of devices." Yang said that Lenovo would make Motorola profitable within six quarters.[19]

In March 2014, Yang Yuanqing said that Lenovo would continue using the Motorola brand name. Yang said that he wanted to exploit Motorola's reputation as an excellent manufacturer in North American and European markets. He used the term "mind share." Yang said that Lenovo planned to tie itself to Motorola in the minds of consumers with a tag line such as "Motorola by Lenovo" or "A Lenovo Company."[24] As of May 2014, Lenovo was the fourth largest phone manufacturer in the world by unit sales, putting it behind Apple, Samsung, and Huawei. However, Lenovo owes most of its mobile market share to China, which is the world's largest market for mobile devices. According to reports, Lenovo has received about 2 million smartphone orders from China.[25]

Lenovo believes that Motorola will help put it on the map as mobile device maker in developed markets such as the United States and Europe. Yang Yuanqing said, "Motorola is a good brand with worldwide awareness. This is the company that invented mobile phone, not just smartphones. Motorola will give us a good retail relationship. It has a strong portfolio of IP and rights and will help us become one of the clear global leaders. We will not be satisfied with number three, we will want to be number two in the future."[26]

Lenovo had expressed interest in acquiring Motorola's hardware business immediately after it had been acquired by Google. Three years later, Lenovo's successful bid for Motorola Mobility began with a phone call from Eric Schmidt, asking if Lenovo was still interested in an acquisition. Lenovo immediately expressed interest. Liu Jun, an executive vice president at Lenovo in charge of mobile devices, said, "We first approached Moto when Google first announced the acquisition. Google was the owner of Android and we thought maybe it wouldn't want to own the hardware side of the business," said Liu Jun, EVP President of mobile for Lenovo to TechRadar. To us, it was clear that Google wanted to own the IPs. So we thought we had an opportunity to own the hardware side. Google initially tried to do the hardware itself but then a year and a half later they reconsidered their strategy. The end of last year we got a call from Google, from Eric Schmidt. We were asked if we still had the interest. We always thought Motorola was a good buy so we said yes and signed the contract quickly."[26]

In April 2014, Lenovo announced that the first smartphone developed jointly with Motorola would be released in October or November of the same year.[20] Since the announcement of its acquisition by Lenovo, Motorola Mobility has focused on quickly increasing sales value through aggressive online promotions in the United States, Brazil, Mexico, and India. As of 2014, Motorola had increased its sales in India to at least one million smartphones each quarter through cooperation with the Indian e-commerce firm Flipkart.[27]

As of November 2014, the Lenovo and Motorola brands held a combined 7.8% of global smartphone shipments, making Lenovo the third largest company in this market.[28] Motorola is key to Lenovo's strategy of expanding abroad in order to escape slowing growth in the Chinese smartphone market. Lenovo plans to introduce Motorola's products in China where they will be positioned as a high-end brand. Motorola's smartphones have a higher profit-margin than Lenovo-branded phones and will thus enhance earnings. As of November 2014, Lenovo and Motorola were discussing how to use Lenovo's factories to manufacture some of its phones. This would help reduce costs by allowing Motorola to use Lenovo's well-developed supply chain to cut costs for components such as camera modules. This in turn could allow Motorola to enhance its products without raising prices.

ZUK

[edit]

ZUK Mobile is a subsidiary of Lenovo that sells exclusively using its own brand. Each letter of "ZUK" is pronounced separately. ZUK was originally dubbed Shenqi. ZUK is a part of Lenovo's strategy to sell higher quality, higher margin devices with a "young, refreshed brand." Xiaomi is considered ZUK's primary competitor. ZUK will market its products worldwide.[29]

NEC

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In April 2014, Lenovo purchased a portfolio of patents from NEC related to mobile technology. These include over 3,800 patent families in countries around the world. The purchase includes standard essential patents for 3G and LTE cellular technologies and other patents related to smartphones and tablets.[30]

JD.com

[edit]

In May 2014, Lenovo announced what it called a "strategic deal" with the Chinese e-commerce firm JD.com. Lenovo and JD.com signed a contract worth 12 billion Chinese yuan covering joint product development, marketing, internet-based promotions, post-sales logistics, and post-sales services. Lenovo launched its first phone designed as a platform for commerce, the S8, exclusively on JD.com on 28 April 2014. Lenovo plans to sell 5 million phones through JD.com in 2014.[31]

Medion

[edit]

In 2011 Lenovo purchased Medion AG for around $900 million.[32] They sell smartphones under the Medion brand, mainly in Europe, such as the Medion LIFE smartphone range.

Operations

[edit]

In May 2012, Lenovo announced an investment of US$793 million in the construction of a mobile phone research and development facility and factory in Wuhan, China. The facility, called the Lenovo Industrial Base, was scheduled to start operations in October 2013.[33] In March 2014, Lenovo renamed its mobile device division to the Mobile Business Group. It was formerly known as the Mobile Internet and Digital Home Group.[31]

In August 2015, Lenovo announced that except for ZUK, all of its mobile phone business would be folded into Motorola Mobility. The Lenovo brand name will no longer be used on smartphones. This move is a part of Lenovo's strategy to reduce its product lineup while improving quality. Other Chinese phone makers such as ZTE, Huawei, and Coolpad are pursuing a similar strategy and have given up releasing dozens, sometimes hundreds of models per year. Smartphone makers are responding to weak demand due to market saturation; unit volume decreased 21.9% in the Chinese mobile phone market in 2014, according to the Chinese Academy of Telecommunications Research.[34]

Lenovo manufactures smartphones such as the second generation Moto E and Lenovo K3 Note in Chennai, India under a contract with Flextronics. As of August 2015, the Lenovo plant in Chennai can produce six million phones per year. The Chennai facility only manufactures for the Indian market. It employees 1,500 people.[35]

Hardware and software

[edit]
LePhone S1 charging

All past and current Lenovo smartphones use a customized version of the Android operating system produced by the Open Handset Alliance led by Google.

Numerous press reports indicated that Lenovo plans to release a phone based on Microsoft's Windows Phone. According to JD Howard, a vice president at Lenovo's mobile division, the company will release a Windows-based phone if there is market demand. A Windows-based phone from Lenovo would be a potentially formidable competitor against Nokia's Lumia line of smartphones.[36][37]

At Mobile World Congress in February 2014, Microsoft announced Lenovo as one of its new Windows Phone 8.1 OEMs; but it wasn't until March 2015 when Microsoft officially confirmed that Lenovo would manufacture at least one Windows smartphone in time for the launch of Windows 10 Mobile.

Lenovo invested 100 million yuan in a fund dedicated to providing seed funding for mobile application development for its LeGarden online app store available for Chinese users. As of 2010, LeGarden had more than 1,000 programs available for download to users of the LePhone. At the same time, LeGarden counted 2,774 individual developers and 542 developer companies as members.[38]

Lenovo uses MediaTek's turnkey chipsets that allow mobile phone manufacturers to focus on improved industrial design and software while reducing costs. As of November 2013, Lenovo has released four phones using MediaTek chipsets. Lenovo also has what it calls a "strong relationship" with Intel and Qualcomm.[39]

Lenovo smartphones support the GSM standard, China's indigenous TD-SCDMA 3G standard used by China Mobile, the WCDMA 3G standard used by China Unicom, and China Telecom's CDMA 2000 network.[40]

Lenovo-branded phones

[edit]

K800

[edit]

Lenovo unveiled the K800 smart phone at the 2012 Consumer Electronics Show in Las Vegas, Nevada. The K800 uses an Intel Atom Z2460 processor which makes use of hyper-threading technology to increase its computing power. The K800 has a 4.5-inch display with 720p resolution. The K800's camera has 8-megapixel resolution. The demo model shown at CES in 2012 was running the Gingerbread version of Android.[41][42]

K900

[edit]
Main article: Lenovo IdeaPhone K900
K900Back

The K900 is a high-end smartphone with a 1080p 5.5-inch screen using IPS technology. The K900's screen has more than 400 pixels per inch and is made with Corning's Gorilla Glass 2. The K900 is only 6.9 mm thick and weighs only 162 grams. The K900 case is made with a composite of stainless steel and polycarbonate formed in a unibody mold. The K900 runs on the Intel Atom Z2580 processor, a dual-core chip, which runs up to 2.0 GHz and utilizes Intel's hyper-threading technology to improve performance. The device also uses as the graphic engine Imagination Technologies' PowerVR SGX 544MP2 GPU.[43]

The K900's camera is one of its distinctive features. It captures pictures with a resolution of 13 megapixels and has a large aperture f1.8 lens. The K900's lens allows it to take clear photos in low-light conditions without using a flash. The K900 was the first smartphone to use a f1.8 lens. The front camera has a wide 88-degree viewing angle in order to make self-photos and video chat more convenient.[43]

The K900 was designed specifically with emerging markets in Asia in mind. As of May 2013, Lenovo sells the K900 in China, India, Indonesia, Russia, the Philippines, and Vietnam. Lenovo plans to sell the K900 in ten additional markets by the end of the same year.

A750

[edit]

The Lenovo A750 smartphone went on sale in March 2012. The device is powered by a MTK CortexTM-A9 microprocessor and an embedded PowerVR SGX 531 Pro graphics chip. The device features 512 MB of eDRAM. It is powered by a 2000 mAh Li-ion rechargeable battery that is designed to be user-replaceable.

The device features a rear-facing backside illumination 5-megapixel camera as well as a 2-megapixel camera on the front. It features a microSD slot which supports up to 32 GB in addition to the built-in ROM which allows for user-expandable storage.

The Lenovo A750 runs the Android platform and uses the Lenovo Four-leafed Clover user interface.

A820

[edit]
Main article: Lenovo IdeaPhone A820

The A820 is another popular dual-SIM smartphone, which in this case is equipped with an ARM Quad Cortex-A7 MediaTek MT6589 CPU.[44] The phone belongs to the A series which is an entry-level group of Lenovo mobile devices. But having a relatively fast 1.2 GHz quad-core CPU, 4.5-inch 540×960 (qHD) resolution IPS screen (although covered with a standard non-Gorilla glass) and 1 GB of RAM memory, made it a quite powerful product when released in March 2013.[45] Lenovo A820 is quite popular in many countries, despite the fact that it is directly available only in China, India, Indonesia, Russia, the Philippines, and Vietnam. In a review for Mobile Network Comparison the author summarized that Lenovo A820 "offers incomparable value compared to almost any phone available on British high streets."[46]

Vibe X

[edit]
Main article: Lenovo Vibe X
LenovoVibeXCamera

The Vibe X was unveiled at the IFA 2013 show in Berlin, Germany. Lenovo hopes that the Vibe X will help it expand its smartphone market share outside of China.[47][48] The Vibe X's main feature is a 5-inch 1080p display made with scratch resistant Gorilla Glass 3 from Corning. At this size a 1080p display has a pixel density of 440 pixels per inch.

Vibe X2

[edit]

The Vibe X2 is an Android smartphone with a 5-inch 1080p screen. It has three colors set in layers and an angular design with no curved edges and a flat back. It weighs 120 grams is 7.27 millimeters thick. An option is offered for the Vibe Xtension, a battery pack in the form of an additional 5.1 millimeter layer to the back of the phone. 32 gigabytes of storage come standard. It has an 8-core MediaTek MT6595 processor and works with LTE. It runs Android 4.4 "KitKat" with Lenovo's Vibe 2.0 user interface.[49]

Vibe Z2

[edit]

Lenovo called the Vibe Z2 a "selfie phone." The Z2 has a back-facing camera with 13 megapixels of resolution and a front-facing camera with 8 megapixels. The Z2 has a 64-bit Qualcomm processor, 32 gigabytes of storage, a 720p 5.5-inch display, and has dual SIM slots. The battery is rated at 3,000 mAh. LTE is supported. The body is 7.8 mm thick and has unibody design.[50]

Vibe Z

[edit]
Main article: Lenovo Vibe Z

The Lenovo Vibe Z is a high-end Android smartphone that accepts dual SIMs. It is 7.99 mm thick and has 5.5-inch display.[51] The Vibe Z uses a relatively large 1/3.06-inch backlit camera sensor paired with a f/1.8 lens and a dual-LED flash in order to achieve good low-light performance. The front-facing camera has a wide-angle lens with an 84-degree field of view.[52]

Vibe Z2 Pro

[edit]
Main article: Lenovo Vibe Z2 Pro

The Vibe Z2 Pro is a high-end Android 4.4 smartphone with a six-inch high-resolution screen (2,560 by 1,440). The phone also has a metal unibody frame and a 4,000 mAh battery. The Pro is 7.7 mm thick and weighs 179 grams. It runs a 2.5 gigahertz Snapdragon 801 chipset with 3 gigabytes of RAM. Its camera has 16 megapixels of resolution, a dual LED flash, and optical image stabilization. It can accommodate two SIMs. 32 gigabytes of internal storage is standard.[53]

Vibe Shot

[edit]

Lenovo introduced the Vibe Shot smartphone at the 2015 World Mobile Congress. The device's rear camera has a 16-megapixel sensor with a six-piece modular lens, autofocus that uses an infrared sensor, a tri-color LED flash, and optical image stabilization. A hardware shutter button is included in order to avoid the need to open the camera application. It has an 8-core Snapdragon 615 SoC processor that runs at 1.7 gigahertz, 3 gigabytes of RAM, 32 gigabytes of internal storage, and a five-inch display with 1080p resolution. The Vibe Shot runs on the Android 5.0 operating system.[54]

Vibe S1

[edit]

Lenovo released the Vibe S1 in India in November 2015. It is a mid-range smartphone will a metal frame and Gorilla Glass-coated screen and back. It has 5-inch 1080 by 1920 pixel display, a MediaTek MT6752 processor, 3 gigabytes of RAM, 32 gigabytes of storage, a 13-megapixel real camera, an 8-megapixel front camera with a 2-megapixel secondary depth sensor, two SIM card slots, a 2420-man battery, support for LTE cellular data, and the Android 5.1 operating system.[55]

Lenovo A7000

[edit]

The Lenovo A7000 is a big-screen Android mid-ranger, sold as "entertainment on a budget."[56] The external features include a 5.5-inch IPS HD display, 1280 × 720 pixels (267 ppi - xhdpi), Android 6.0 (marshmallow) upgrade from Android 5.0 (Lollipop). One speaker (Dolby Atmos certified), an 8-megapixel main auto focus camera with LED flash and a 5-megapixel front camera. Internally, it has a 1.5 GHz 8-core (Cortex-A53) MediaTek MT6752M 64-bit processor with 2.GB of RAM, 8-16 GB of storage with room for a 32 GB SD card, and a 2900+ mAH rated battery. Lenovo A7000 covers are available on Madanyu.[56]

Lenovo K3 Note

[edit]

Lenovo K3 Note is a mid-range smartphone and later in June is launched in India. It features a 5.5 inches FHD display and it powered by 1.7 GHz 8-core (Cortex-A53) Mediatek MT6752 64-bit processor and 4 GB RAM and 16 GB of storage with μSD card support up to 64 GB. The K3 Note differ from the A7000 with a sharper 5.5-inch Full HD (1920 X 1080 pixels) IPS display. It has a 13 Megapixel rear camera with LED flash and 5 Megapixel front camera. K3 Note runs on Android 5.0 (Lollipop) OS and has 16 GB internal storage along with microSD slot. This can be upgraded to android Marshmallow 6.0 via official updates. Two versions of this phone is available. K50a40 rest of the world and K50-t5 which is designed to china mainland. This phone has dual SIM slots and a 2900 mAh battery.

Lenovo K4 Note

[edit]

The Lenovo K4 Note was launched in early 2016. The K4 note is 3.5 mm thick at its thinnest point and weighs 158 grams. It has a 5.5-inch 1080p display with a contrast ratio of 1000 to 1 protected by Gorilla Glass 3. It uses a MediaTek MT6753 processor, with three gigabytes of RAM. It runs Android 5.1 customized with Lenovo's Vibe user interface. The operating system will be updated to Android 6.0. 16 gigabytes of storage come standard. Storage may be expanded up to 128 gigabytes via microSD card. Lenovo K4 has a fingerprint scanner on back and it also come with Dolby Atmos. The rear camera uses a 13-megapixel sensor with fast focus. The front camera uses a five-megapixel sensor with focus. Lenovo also launched the Wooden Edition of K4 Note in India on 14 July 2016 with same set of specifications.

VIBE K5 and VIBE K5 Plus

[edit]

The VIBE K5 is a low-end high specification smartphone with a 5-inch screen launched at the Mobile World Congress in early 2016. It runs Android 5.1, commonly known as "Lollipop". It uses a 64-bit Snapdragon 415 processor and has 2 gigabytes of memory. A microSD card slot allows for the expansion of internal storage. The battery has a capacity of 2,750 mAh and is interchangeable. Lenovo claims the device achieves 15.1 hours of talkative on 3G. The K5 Plus is almost identical but includes a faster Snapdragon 616 processor.

On 1 August 2016, Lenovo launched the 3 GB RAM variant of the Vibe K5 Plus in India. Apart from increasing the amount of RAM, Lenovo has also increased the external storage from 32 GB to 128 GB without an increase in price. Lenovo K6 Power is the successor to the K5 plus.

VIBE K5 Note

[edit]

On 1 August 2016, Lenovo launched the Vibe K5 Note in India. The device is offered in two variants in India - 3 GB RAM and 4 GB RAM. It's powered by MediaTek's Helio P10 octa-core processor and runs on Android 6.0 Marshmallow out of the box. It has a battery capacity of 3500 mAh.

Lenovo K6 Note

[edit]

The Lenovo K6 Note is a smartphone with 64-bit octacore processor, a 5.5" full HD display and a 4000 mAh battery. A fingerprint sensor and a 16 MP rear camera plus an 8 MP front camera are built in the metall housing.

Lenovo K6

Lenovo K8 Note

[edit]

The Lenovo K8 Note is a solid upgrade over the earlier device (Lenovo K6 Note) and comes with 5.5 inches Full HD display and is powered by Helio X23 Deca core processor and is coupled with either 3 GB or 4 GB of RAM. The smartphone also highlights a dual camera setup on the backside and it has a 13 MP+ 5 MP combination with a 13 MP front camera. It has a battery capacity of 4000 mAh.

Lenovo Smart Cast

[edit]

Lenovo announced the Smart Cast at its 2015 Lenovo Tech World conference in Beijing. The Smart Cast is an Android-based smartphone that uses a built-in laser projector to project a full-sized keyboard onto the surface below the phone. In addition to input, the projector can also cast movies and games. The image always stays in focus due to the fact that it is laser based.[57]

Lenovo Lemon 3

[edit]

The Lenovo Lemon 3 was launched in early 2016. It has 5-inch 1080 by 1920 pixel IPS display, a 1.5-gigahertz Qualcomm Snapdragon 616 system-on-a-chip, 2 gigabytes of memory, an Adreno 405 graphics processor, 16 gigabytes of built-in storage, and dual SIM card slots. It supports 4G LTE including the radio bands used in India. Its battery has a capacity of 2750 mAh; Lenovo claims this will deliver 15 days of standby time on 4G or 6.2 hours of continuous video playback. Storage can be expanded with a microSD card.[58]

Lenovo Vibe B

[edit]

In 2016 Lenovo launched an entry-level 4G smartphone branded Lenovo Vibe B, with Android 6.0 Marshmallow.[59][60]

Lenovo Z series

[edit]

The current line of Lenovo Z series smartphone are considered as a spiritual success of their previous ZUK series, as they continue to run on ZUI which is an Android skin developed by ZUK. The first model that was branded under Z series was the Z2 series which is a rebranded ZUK Z2.

Most of the Z series only sold in China, while couple of the model did release in the global market including Z5 and Z6 series.

Motorola-branded phones

[edit]
See also: Motorola_Mobility § Lenovo_era

Moto X

[edit]
Main article: Moto X

Moto X is an Android smartphone. Released in August 2013, it was among the company's first new products after its acquisition by Google in 2012. Initially called the "X Phone," Moto X was primarily aimed at mainstream consumers, distinguished by features taking advantage of voice recognition and contextual awareness, the ability for users to custom-order the device in their own choice of color options, and emphasizing the fact that the phone had final assembly completed in the United States.[61]

Motorola began taking preorders for the Moto X in China on 27 January 2015. Motorola announced on Weibo that it had received one million preorders for the device. Since no deposit was required to preorder, it is possible that many fewer units will be sold.[62] Prior to early 2015, Motorola had been absent from the Chinese market for two years.[63]

In May 2015, Lenovo started selling customized Moto X phones in China using its Moto Maker online platform. Moto Maker allows customization of the front color, back color, materials, accent colors, memory size, and wallpapers. Users can have their name or a personal message laser-etched on the back. Available materials included wood, genuine leather, and plastic.[64]

Moto G

[edit]
Main article: Moto G
Moto G Flip Shell red

Moto G is an Android smartphone. Unveiled on 13 November 2013, the phone was initially aimed at developing markets. After six months on the market, the Moto G was Motorola's best-selling smartphone ever, and was the top selling phone in Mexico and Brazil.[65]

Moto E

[edit]
Main article: Motorola Moto E
Moto E Black

The Moto E is an entry-level device that is intended to compete against feature phones by providing a durable, low-cost device for first-time smartphone owners or budget-minded consumers, with a particular emphasis on emerging markets.The device was unveiled on 13 May 2014, and made available at online retailers in India and the United States the same day. In India, the release of the Moto E was met with high demand and crashed the website of Flipkart, the online retailer marketing the device in the country.[66]

Droid Turbo 2

[edit]
Main article: Droid Turbo 2

The Droid Turbo 2 is an Android smartphone sold in the United States under the Verizon Droid brand. Outside of the United States, it is branded as the Moto X Force. It was released on October 27, 2015.[67] This phone is marketed as having "the world's first shatterproof screen."[68]

ZUK-branded phones

[edit]
Main article: ZUK

Z1

[edit]
Main article: ZUK Z1
Lenovo Zuk Z1

The Z1 is ZUK's "flagship" smartphone, unveiled in August 2015. It has a 5.5-inch 1080p display, 64 gigabytes of internal storage, a 13-megapixel rear camera, a 4,100 mAh battery, a Qualcomm Snapdragon 801 CPU, 3 gigabytes of RAM, a USB-C port for charging and audio, and a fingerprint reader. The international version of the Z1 runs Cyanogen OS 12.1, a variant of Android OS. But the same is not yet update to Cyanogen os 13, based on android 6 "Marshmallow" and it is doubtful whether it will ever be updated.[69] The Z1 is sold in China with ZUK's own ZUI version of Android.

Z2

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The Z2 was released 31 May 2016. It uses Qualcomm Snapdragon 820 system-on-a-chip.[70]

ZUK Edge

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Transparent concept phone

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The device on display had nearly no bezel and was completely transparent when powered off. Shrinking batteries and other electronic components enough to fit them in a small bezel is they key challenge preventing ZUK and other companies from bringing such phones to market.

Lenovo Connect

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At the Mobile World Congress in 2016, Lenovo introduced Lenovo Connect, a wireless roaming service. This service works across devices, networks, and international borders in China, Europe, the Middle East, and Africa. Lenovo Connect eliminates the need to buy new SIM cards when crossing borders. Lenovo Connect started service for phones and select ThinkPad laptops in China in February 2016.[71]

See also

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References

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Revisions and contributorsEdit on WikipediaRead on Wikipedia

Lenovo smartphones

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Lenovo smartphones are a range of Android-based mobile devices produced by the Chinese multinational technology company Lenovo Group Limited, initially introduced under the LePhone brand in China in May 2010 and substantially broadened following the company's acquisition of Motorola Mobility from Google in October 2014 for $2.91 billion. Lenovo's entry into the smartphone market built on its established presence in personal computing, with the LePhone series targeting affordable, feature-rich devices for emerging markets, particularly in Asia. By 2014, Lenovo had achieved a 12.5% market share in China in the second quarter, making it the top vendor there, and a global share of 5.2%, positioning it as the fourth-largest smartphone maker worldwide at the time. The Motorola acquisition integrated iconic brands and patents, enabling Lenovo to leverage Motorola's design expertise and expand into premium and foldable segments while maintaining a focus on value-driven Android experiences. In the years since, Lenovo's mobile strategy has emphasized innovation in hardware and software, including AI-enhanced features and connectivity across its lineup. The portfolio now centers on Motorola-branded devices sold globally, featuring series such as the flagship Edge (high-performance with advanced cameras and displays), foldable Razr (pioneering clamshell designs), budget-to-midrange Moto G (emphasizing battery life and clean Android software), and enterprise-focused ThinkPhone (with robust security and productivity tools). This diverse range reflects Lenovo's commitment to accessible, reliable , with ongoing emphasis on and cross-device integration via features like Smart Connect.

History

Early Development and Entry

Lenovo, originally founded in 1984 as and known primarily for its business following the 2005 acquisition of IBM's PC division, initially entered the market in the early but divested its struggling mobile unit in February 2008 to refocus on core PC operations amid financial losses. By late 2009, recognizing the growing convergence of PCs and mobile devices, Lenovo reacquired the mobile business for $200 million, setting the stage for its re-entry into . This paved the way for the January 2010 announcement of the LePhone, Lenovo's first Android-based targeted at the Chinese market, which launched in May 2010 via with a 3.7-inch display and processor. Internationally, Lenovo rebranded its devices as the Vibe or IdeaPhone series starting in 2013 to appeal to global markets. Building on this foundation, Lenovo expanded its smartphone lineup with the LePhone K800 in 2012, marking the company's first device powered by an Intel processor as part of a to leverage x86 for better integration with Lenovo's PC . Announced at CES 2012 and launched in in May 2012, the K800 featured a 4.5-inch HD display, 1.6 GHz Z2460 chip, and Android 4.0, positioning it as a premium offering in the mid-range segment. The following year, at CES 2013, Lenovo unveiled the K900, an even thinner flagship with a 5.5-inch full-HD display, dual-core 2.0 GHz Z2580 processor, and 13 MP camera, further emphasizing Intel's Clover Trail+ platform to differentiate from dominant ARM-based competitors. These launches highlighted Lenovo's ambition to blend mobile and PC experiences through shared hardware . Throughout its early smartphone phase, Lenovo concentrated on the Chinese domestic market, where it projected sales of over 1 million LePhone units in the first year but faced hurdles such as a temporary sales slowdown due to a pricing dispute with carrier . Android adoption presented additional challenges in pre-2014, as devices like the LePhone and K-series ran customized versions without full due to regulatory restrictions, limiting access to apps like the Play Store and requiring reliance on local alternatives, which complicated and global scalability. To support early European expansion beyond , Lenovo acquired German consumer electronics firm AG in June 2011 for approximately $900 million, gaining a foothold in through Medion's retail network and product lines, including some mobile devices.

Acquisitions and Brand Evolution

In 2014, Lenovo significantly expanded its smartphone portfolio through the acquisition of from for $2.91 billion, which included over 2,000 patent assets along with the brand and trademark portfolio. This deal provided with an established global presence in the mobile market, including key product lines like Moto X and Moto G, and access to Motorola's engineering expertise, reshaping 's strategy from a primarily PC-focused company to a major player in . The acquisition was completed in October 2014, marking a pivotal shift that integrated Motorola's innovations into 's ecosystem while allowing to retain the majority of the patent portfolio under a licensing agreement. Building on this foundation, Lenovo launched the ZUK sub-brand in 2015 as an online-only initiative targeting young, tech-savvy users in , emphasizing innovative software and high-spec devices like the ZUK Z1 . ZUK operated independently to foster creativity and rapid development, releasing models with features such as USB Type-C ports and large batteries to appeal to the digital-native demographic. However, by April 2017, Lenovo ceased ZUK operations due to market challenges and strategic realignment, integrating its technology and team into the main Lenovo lineup to streamline resources. The branding strategy evolved further post-acquisition, initially adopting "Moto by " in 2016 before reverting to pure branding in to leverage the iconic name's recognition and avoid consumer confusion. By 2020, had become the dominant brand in 's smartphone portfolio, with discontinuing its Vibe and LePhone series outside of to consolidate efforts under , while continuing to offer gaming-oriented phones under the brand, such as the Legion series, in select markets like . This shift emphasized 's heritage in innovation, such as foldable designs and capabilities, positioning it as 's primary mobile offering. As of early 2025, this strategy contributed to - achieving an 8.5% market share in , ranking third in the market for the first time.

Corporate Structure

Key Subsidiaries and Acquisitions

Lenovo's smartphone division is primarily structured around its wholly owned subsidiary , acquired in October 2014 for $2.91 billion and operating as the key entity for global design, development, and sales. This subsidiary has driven significant growth, with Lenovo's overall revenue reaching its highest level since the acquisition in fiscal year 2024/25, increasing 27% year-on-year to contribute substantially to the Intelligent Devices Group's US$50.5 billion revenue. Motorola's portfolio, including devices like the Moto Razr series, accounts for the majority of Lenovo's international shipments and sales outside , enabling market leadership in foldables and mid-range segments across regions such as , EMEA, Latin America, and . Other subsidiaries and integrations support regional operations. The ZUK Mobile sub-brand, launched in 2015 for premium Android devices in , was defunct by April 2017 and fully integrated into 's core mobile operations, with subsequent products rebranded under . In Europe, AG, initially acquired in June 2011 for approximately €560 million, had functioned as a key subsidiary focused on budget-friendly s and until August 2025, when divested its majority stake in the consumer electronics division (including smartphones like the Medion Life series) to founder Gerd Brachmann, retaining only the PC business under branding. For the Japanese market, maintains a with Corporation, established in 2011 and extended through 2026, which facilitates distribution and sales channels alongside PCs, with entering the segment there in 2015. In , collaborates with on distribution for smartphones, a initiated in 2016 and renewed in 2024 to promote product launches, AI-integrated devices, and targeted sales, aiming for combined revenue exceeding RMB 120 billion over 2024-2026. 's central for smartphones is anchored at facilities in , , supporting core innovation, and , , which serves as the North American headquarters integrating mobile technologies.

Partnerships and Collaborations

In 2013, Lenovo partnered with Intel to develop high-end smartphones powered by Intel's Atom processors, culminating in the launch of the K900, which featured a 5.5-inch Full HD display and the dual-core Intel Atom Z2580 chipset, marking one of Intel's early successes in the mobile market. This collaboration extended into 2014, with Lenovo committing to additional Atom-based devices to enhance performance in premium Android handsets targeted at global consumers. Lenovo maintains an ongoing collaboration with , particularly through its subsidiary, to deliver stock Android experiences on devices like the Moto G and Edge series, ensuring timely updates and integration of Google services such as Gemini AI for enhanced user features. This partnership supports Motorola's commitment to near-stock Android implementations, differentiating it from heavily customized interfaces on other brands. In , Lenovo has a strategic partnership with as its preferred platform for models, enabling rapid online sales and logistics for devices like the series, with the multiyear pact renewed in to target RMB 120 billion in combined sales of AI-enabled products through 2026. For the Japanese market, Lenovo's with , established in 2011 and extended through 2026, facilitates co-branded device offerings, including select mobile products adapted for local carriers, leveraging NEC's established channels to bolster Lenovo's presence in . In 2025, Lenovo advanced AI capabilities in its smartphones through integrations with Qualcomm's Snapdragon platforms, incorporating on-device neural processing units (NPUs) for features like real-time image enhancement and voice assistants in and -branded models unveiled at Innovation World. Complementing this hardware, introduced its proprietary AI software stack, including AI Twins for seamless cross-device experiences starting from smartphones, as demonstrated in updated Moto razr and Legion Pro lines with generative AI tools powered by Cloud partnerships. A pivotal initiative in this ecosystem was the 2016 launch of Lenovo Connect, a cross-device communication service that bundles global roaming and plans with major carriers in over 50 countries, initially rolled out in and EMEA to support users with seamless network access across and devices.

Business Operations

Marketing and Branding Strategies

Lenovo's marketing and branding strategies for smartphones have evolved significantly since entering the mobile market, emphasizing brand consolidation, targeted segmentation, and digital innovation to compete in a crowded global landscape. Following the 2014 acquisition of from for $2.91 billion, Lenovo shifted its focus from its own Vibe series—initially positioned as affordable, feature-rich devices for emerging markets—to leveraging 's established heritage for broader appeal. This transition culminated in 2016 when Lenovo announced it would phase out the full brand name on products, rebranding them as "Moto by Lenovo" while retaining the iconic "Moto" sub-brand for premium offerings and continuing Vibe for budget segments. The revival of the "Hello Moto" campaign in subsequent years tapped into 's nostalgic legacy, featuring energetic ads that highlighted innovation and accessibility, helping to reposition Lenovo's smartphones as premium yet approachable alternatives to dominant players like and Apple. In parallel, Lenovo launched the ZUK sub-brand in 2015 as an experimental, online-exclusive line aimed at young, tech-savvy consumers in , emphasizing high-end specifications and user customization to differentiate from mass-market competitors. ZUK devices, such as the Z1 and Z2, were sold primarily through platforms like , allowing for direct-to-consumer engagement and features like modular accessories for , aligning with a youth-focused that prioritized digital natives over traditional retail channels. This approach ran from 2015 to 2017, when ZUK was absorbed back into Lenovo's core mobile division amid a broader consolidation effort, but it served as a testing ground for agile, internet-driven branding that influenced later online sales tactics. By 2025, Lenovo's strategies have increasingly incorporated AI-driven marketing, particularly for its Motorola Edge and Razr lines, which target the growing foldables segment through campaigns that showcase intelligent features like real-time photo editing and predictive user assistance. The September 2025 "Icons Behind The Icons" initiative, an extension of the "Make It Iconic" series, promotes the Razr family as cultural symbols of boundary-pushing design, powered by moto AI and Google Gemini integration, using influencer partnerships and to engage Gen Z and millennial audiences. This AI-centric narrative positions foldables not just as hardware but as lifestyle enablers, with ads emphasizing seamless AI experiences on large external displays and immersive pOLED screens. Regionally, Lenovo tailors its branding to market dynamics, promoting premium Motorola devices in the and to capitalize on the brand's legacy and command higher price points, such as the Edge 50 Pro priced at €700 in the . In contrast, it focuses on budget-oriented, rebranded Lenovo models in and , where affordability drives volume, with Moto G series adapted for value segments through localized promotions and partnerships with e-tailers like . This dual-track approach allows Lenovo to balance premium aspirations in mature markets with mass-market penetration in high-growth emerging economies. Supporting this growth, increased its global spend in 2025, contributing to Motorola's smartphone rising 27% year-over-year in Q1 and shipments growing 7% to secure a 5% global , marking the highest growth among top-10 vendors.

Global Sales and Market Growth

Prior to the 2014 acquisition of , 's smartphone operations were largely confined to the Chinese , where it achieved significant local but maintained a global of less than 1% through 2013. The purchase of for $2.91 billion marked a pivotal shift, enabling to leverage the brand for international expansion and combining the entities to secure approximately 5% of the global by 2015. This growth continued steadily, with - shipments reaching around 5% global share by 2018, driven by entry into key emerging markets and a focus on mid-range devices. In 2025, Lenovo-Motorola maintained a solid position in the top 10 global vendors, shipping approximately 14 million units worldwide in the second quarter with year-over-year shipment growth of 16%. Regionally, the company achieved notable strength in , ranking third with an 8.5% amid a 307% surge in local shipments in Q1 2025, bolstered by tailored offerings and partnerships. Lenovo's mobile business revenue reached approximately $9.4 billion in 2025, fueled primarily by the Moto G series' popularity in emerging markets such as and , where affordable 5G-enabled models drove double-digit volume growth. In Q2 FY2025/26, mobile revenue grew 24% year-over-year. Despite these advances, Lenovo encountered headwinds from U.S. tariffs on Chinese imports, which increased manufacturing costs and prompted temporary pauses in laptop and component shipments to the U.S. in early 2025, indirectly affecting smartphone supply chains. On a positive note, the foldables segment provided a bright spot, with Motorola Razr series sales contributing to a near-doubling of the company's foldable market share to 28% in Q2 2025, supported by nearly tripled U.S. shipments of new models. A key milestone came in Q2 2025, when Lenovo accelerated overseas expansion through enhanced e-commerce channels, prioritizing direct-to-consumer platforms in Europe and Asia to bypass traditional retail bottlenecks.

Technology and Features

Hardware Innovations

Lenovo's hardware innovations in smartphones began notably with the K900 in 2013, which pioneered the integration of Intel's Atom Z2580 dual-core processor running at up to 2.0 GHz, introducing x86 architecture to mobile devices for enhanced compatibility with desktop applications and improved processing efficiency. This 5.5-inch , featuring a full HD IPS display protected by Gorilla Glass 2, represented an early attempt to bridge PC and , though it faced challenges with power consumption compared to ARM-based rivals. Following Lenovo's acquisition of Motorola in 2014, hardware advancements shifted toward modularity with the launched in 2016, which introduced the Moto Mods ecosystem—a magnetic attachment system allowing users to snap on accessories like extra batteries, speakers, and projectors to the device's ultra-thin 5.19 mm aluminum frame. Powered by a 820 processor and a 5.5-inch Quad HD display, the emphasized expandability without sacrificing portability, fostering a customizable that influenced subsequent modular concepts in the industry. In foldable technology, the Motorola Razr Ultra 2025 exemplifies recent progress with its 4-inch external pOLED display enabling full app functionality when folded, paired with a 7-inch internal 165 Hz Super HD pOLED screen and the 3 nm Snapdragon 8 Elite processor for seamless multitasking and AI-enhanced performance. Battery innovations highlight endurance, as seen in the Moto G Power 2025's 5000 mAh capacity supporting over a day of use with 30W wired and 15W wireless charging.-13993.php) Camera advancements include the 200 MP HP1 sensor in the Motorola Edge 30 Ultra, a 1/1.22-inch module with 16-in-1 binning for 12.5 MP output, delivering detailed imagery and effective low-light capture via optical . Durability features extend to IP68 and resistance across models like the Edge 2025 and Razr Ultra 2025, allowing submersion up to 1.5 meters for 30 minutes, enhancing reliability in everyday and adventurous use.

Software and User Experience

Motorola smartphones, under 's ownership, primarily run a near-stock version of Android, emphasizing a clean and familiar user interface without heavy customization. This approach provides users with the core Android experience, including timely access to new features from . Lenovo commits to up to three years of major Android OS upgrades and four years of security patches for eligible devices, ensuring prolonged support for software evolution. For instance, 2025 models such as the Motorola Edge 2025 series receive Android 15, with pathways to subsequent versions like Android 16, depending on launch timing. Prior to 2018, Lenovo's own branded devices utilized Vibe UI, a customized Android skin that introduced gesture-based controls for enhanced usability. Vibe UI supported intuitive 3D gestures, allowing users to perform actions like launching the camera or through mid-air motions detected by sensors, reducing reliance on touch inputs. Similarly, the ZUK sub-brand employed ZUI, which offered extensive customization options, including programmable finger gestures for navigation and app shortcuts, enabling personalized interactions such as single-tap or swipe controls on the . These interfaces were designed to blend Android's flexibility with Lenovo-specific enhancements for smoother daily operations. In 2025, integrated advanced AI capabilities across its lineup via the Moto AI Engine, focusing on practical improvements. This on-device AI suite enables intuitive photo editing by leveraging premium camera sensors for automated enhancements, such as object removal or style adjustments, directly within the gallery app. For battery management, the engine optimizes power consumption through adaptive performance tuning, extending usage on devices like the Moto G06 Power to up to 2.5 days under typical conditions. These features were rolled out as part of AI-powered experiences announced at Innovation World 2025, highlighting seamless integration across mobile devices. Security remains a cornerstone of the , with incorporating ThinkShield, an extension of Lenovo's enterprise-grade security portfolio. ThinkShield provides built-in protections against , , and data breaches through hardware-rooted features and regular patch deployments, without compromising device performance. Complementing this, maintains a of minimal bloatware, delivering devices with few pre-installed third-party apps to preserve storage and streamline the interface, as evidenced in the bloatware-light 2025 Moto G series.

Product Lines

Lenovo-Branded Smartphones

Lenovo-branded smartphones emerged as a key part of the company's mobile strategy starting in , focusing on affordable yet feature-rich devices primarily for the Asian market, with the Vibe series serving as the lineup until 2018. These devices emphasized innovations in display, camera, and audio technologies to compete in the segment. Over the course of its direct branding efforts, released more than 50 models, achieving significant in through aggressive pricing and localized features. The Vibe series debuted with the Vibe X in 2013, notable for its 5 MP with an 84-degree , which was among the highest resolutions available at the time and enabled superior and video call quality. In 2014, the Vibe Z2 Pro advanced display technology with a 6-inch Quad HD IPS panel at 490 pixels per inch, powered by a 2.5 GHz Snapdragon 801 processor for smooth performance. The series' camera-centric evolution peaked with the 2015 Vibe Shot, which included a 16 MP rear sensor with optical , phase detection , and a dedicated for enhanced in the mid-range category. Complementing the Vibe lineup, the K series targeted budget-conscious consumers with robust hardware. The 2015 K3 Note featured a MediaTek MT6752 octa-core processor, 5.5-inch Full HD display, and dual-SIM support, establishing the line's reputation for value-driven performance. By 2017, the K8 Note introduced dual rear cameras to the series, combining a 13 MP primary sensor with a 5 MP depth sensor for improved , alongside a 5.5-inch Full HD screen and Helio X20 deca-core chip. The series extended into the 5G era with the 2021 K13 Pro, a model equipped with a Snapdragon 662 processor, 6.51-inch HD+ display, and 5000 mAh battery for extended use in emerging markets. Other notable Lenovo-branded devices included the 2015 A7000 from the A series, which became the world's first to integrate audio technology, delivering immersive 3D sound through its dual front-facing speakers and MT6752 processor. In 2016, the China-exclusive Lemon 3 offered a slim 7.99 mm all-metal unibody with a Snapdragon 616 octa-core chip, 5-inch Full HD display, and 13 MP rear camera at an entry-level price of about $106. That same year, Lenovo demonstrated innovative concepts like the Smart Cast, a with a built-in focus-free capable of casting interactive touch displays up to 80 inches on any surface. As the focus shifted toward acquired brands, global Lenovo-branded releases declined after 2022, with the niche Legion Y70 gaming phone marking a final highlight—featuring a 6.67-inch 144Hz display, dual ultrasonic shoulder triggers, Snapdragon 8+ Gen 1 processor, and RGB lighting for high-performance mobile gaming, primarily targeted at and select international markets. This followed the 2021 Legion Duel 2, which had a 6.92-inch 144 Hz display, dual pop-up shoulder triggers, and Snapdragon 888 processor.

Motorola-Branded Smartphones

Motorola Mobility, a of since its acquisition in , has continued to develop a diverse lineup of smartphones under the brand, focusing on innovative designs, affordability, and performance across various market segments. The portfolio includes foldable devices, flagship models, mid-range options, and budget phones, with a strong emphasis on integrating advanced features like AI and connectivity in recent years. As of 2025, Motorola's smartphones are sold globally, emphasizing user-centric experiences such as long battery life and customizable software. The Razr series, reintroduced in 2019 as a line of flip-style foldable smartphones, has become a hallmark of Motorola's premium offerings. These devices feature compact, foldable designs with dual displays for enhanced usability. The + 2025 model includes a large external display and integration with Gemini AI for features like effortless multitasking and improved photography. The Razr Ultra 2025 variant is powered by the Snapdragon 8 Elite chipset, delivering high-performance capabilities for demanding tasks. Priced at around $1,099 for the Ultra edition, the series appeals to consumers seeking stylish, innovative foldables. The Edge series represents Motorola's flagship non-foldable smartphones, evolving from the earlier Moto X line that debuted in 2013 and ran through 2015, known for customizable hardware and software gestures. Modern Edge models prioritize premium displays, cameras, and battery endurance. The Motorola Edge 2025 features a 6.7-inch display, Dimensity 7400 Ultra chipset, and a 5,200mAh battery that supports up to two days of usage, earning high marks for power efficiency. It includes a 50MP triple-camera setup enhanced by Moto AI for professional-grade photography, with connectivity standard across the lineup. The Moto G series serves as Motorola's mid-range staple, offering reliable performance for everyday users with a focus on value. Key variants include the Moto G Power 2025, which boasts a 5,000mAh battery providing up to two days of mixed usage, and supports 30W TurboPower charging for quick top-ups. The Moto G Stylus 2025 emphasizes productivity with a built-in , powered by the Snapdragon 6 Gen 3 chipset and the same 5,000mAh battery for extended sessions. These models incorporate AI enhancements for camera optimization and support, making them accessible flagships for budget-conscious consumers. Other notable Motorola lines include the budget-oriented Moto E series, which was active in the early with affordable devices like the 2020 model featuring a 3,550mAh battery and Snapdragon 632 processor for basic tasks. Historical innovations encompass the Droid Turbo 2 from 2015, renowned for its shatterproof ShatterShield display backed by a four-year against cracks. Additionally, the series from 2016-2017 pioneered with magnetic attachments (Moto Mods) for expandable functionality, such as added cameras or batteries, though the concept was discontinued after initial releases. In 2025, has integrated AI enhancements across its lines, including Moto AI for photo editing and predictive features, while ensuring compatibility in all new models. The foldable segment, led by the Razr series, has seen significant growth, with global foldable shipments rising 45% year-over-year in Q2 2025 and doubling its to 28%. This positions as a strong contender in the evolving landscape under Lenovo's ownership.

ZUK-Branded Smartphones

ZUK was established as a sub-brand of in May 2015, primarily targeting young, tech-savvy consumers in through an online-only sales model that emphasized with in product development. The brand aimed to differentiate itself by focusing on innovative designs and high-performance features at competitive prices, appealing to the youth demographic with customizable software and community-driven input. The inaugural device, the ZUK Z1, was unveiled in August 2015 and released the following month, marking the brand's entry into the market. It featured a 5.5-inch Full HD IPS display, Qualcomm Snapdragon 801 processor, 3GB of RAM, 64GB of internal storage, a 13MP rear camera, and a 4100mAh battery, with the rear-mounted debuting as a key security feature for ZUK devices. Priced at around 1799 yuan (approximately $290 at launch), the Z1 received over 1.5 million pre-orders, reflecting strong initial interest among Chinese users. In 2016, ZUK expanded its lineup with the Z2, launched in May, which adopted a compact 5-inch Full HD display, 820 processor, 4GB of RAM, 64GB of storage, and a 3500mAh battery in a metal-framed design for enhanced durability and premium feel. The device garnered over 6 million registrations ahead of its first flash sale, underscoring its popularity despite limited production runs. Later that year, in December, ZUK introduced , featuring a 5.5-inch curved Full HD LCD display with narrow bezels achieving an 86.4% screen-to-body ratio, powered by a 821 , available in 4GB/64GB or 6GB/128GB configurations, and including a pressure-sensitive U-Touch home button for gesture-based navigation. At the Z1's launch event, ZUK also showcased a non-commercial transparent with a nearly bezel-free design, capable of basic functions like calls and media playback, though it never reached production. ZUK's operations were short-lived, ceasing in April 2017 after releasing just five devices, as Lenovo shifted focus to its brand amid restructuring efforts. Subsequent models were rebranded under the Z series for global markets, such as the Lenovo Z2 Plus, which served as the international variant of the ZUK Z2 Pro with similar specifications including a 5.2-inch display and Snapdragon 820. Despite generating buzz through high numbers, ZUK's sales were constrained by competition in China's saturated market and limited distribution.

Current Developments

Market Position in 2025

In 2025, Lenovo maintained an eighth-place ranking in the global smartphone market by revenue, according to IDC data for Q2 2025, with its position largely supported by Motorola's contribution of approximately 5% shipment share worldwide. In Q3 2025, Lenovo's global shipment share remained stable at around 4.8%, per Counterpoint Research, reflecting continued growth in mid-range segments. The company exhibited notable regional strengths, achieving third place in Japan with an 8.5% market share in early 2025, while demonstrating robust performance in —where it captured second place with 7.7% share—and in , bolstered by the popularity of the Moto G series. Lenovo encountered significant challenges from dominant competitors and Apple, which together command over 35% of the global market, alongside a limited presence in the where its share remained below 5% for Lenovo-branded devices despite Motorola's gains. revenue for Lenovo's fiscal year 2025 (ending March 2025) was reported at approximately $11.8 billion, reflecting a 15% year-over-year increase attributed to advancements in AI integration and offerings. Overall growth in 2025 stemmed from expanding demand in emerging markets, which helped counterbalance a contraction in the Chinese market amid broader economic pressures.

Innovations and Future Directions

In 2025, expanded its smartphone AI capabilities through the Moto AI portfolio, announced at IFA 2025 in . This includes on-device real-time translation features in models like the Motorola edge 50 ultra, enabling seamless multilingual communication during calls and interactions without cloud dependency. Additionally, Moto AI incorporates advanced battery management that analyzes usage patterns to optimize power allocation and extend runtime, as demonstrated in the edge series with up to 30% improved efficiency over prior generations. Lenovo is advancing foldable smartphone technology with the next-generation Motorola razr series, featuring Ultra Thin Glass for a 30% smoother folding experience and reduced creasing. The razr 50 ultra model integrates this flexible glass alongside a resilient hinge, supporting a 3.6-inch external pOLED display for enhanced usability in compact form. In the gaming segment, Lenovo continues to target the Chinese market with -branded gaming tablets like the Legion Y700 2025, equipped with an 8.8-inch 3K LCD display at 165Hz refresh rate, positioned as a companion to smartphone gaming ecosystems. Sustainability efforts in 's smartphone lineup emphasize eco-friendly materials, with the Moto G series incorporating over 20% post-consumer recycled plastic from sources like water bottles to minimize environmental impact. For flagship models, has committed to a three-year software update policy for major Android OS upgrades and four years of security patches to extend device longevity, as seen in the edge 50 series and extending to 2025 flagships. Looking ahead, plans deeper AI integration across its smartphones, including proactive features for personalized user experiences and potential tie-ins with AR accessories like the Lenovo Glasses, which offer real-time translation and hands-free computing that could sync with Moto devices for extended functionality. The company aims for double-digit annual growth in its smartphone business through 2027, building on 2025's 14% revenue increase to strengthen global positioning. A key milestone was the September 2025 launches at IFA, introducing AI-powered edge and razr models with enhanced Moto AI for real-time productivity tools.

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