Professional Documents
Culture Documents
Frédéric Raes
Country General Manager
Lenovo Belgium Luxembourg
1
Agenda
1. Lenovo : who are we ?
2. The history of Legend
3. The making of the IBM-Lenovo deal
4. Why ?
5. Success factors for the New Lenovo
6. The merge and the deployment of New Lenovo in 67 countries
7. Managing the cultural gap
8. 1st year achievements
9. Lenovo in BeLux
10.Plans and expectations for 2006 and beyond
11.New management style and mindset
12.China, Europe, Belgium, Etc.
Frédéric Raes 2
From the IBM PC Division to Lenovo
Lenovo – who are we ?
The 3rd largest manufacturer of PCs worldwide according to iSuppli
1. Dell = 17.3% of worldwide market share
2. HP = 15.5%
3. Lenovo = 7.4%
4. Acer = 4.5%
5. Fujitsu-Siemens = 3.7%
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From the IBM PC Division to Lenovo
Lenovo Group and IBM PC Division in 2004
Lenovo Group Ltd. IBM PC Division
Frédéric Raes 4
From the IBM PC Division to Lenovo
A Perfect Fit Between Complementary Organizations
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From Legend to Lenovo: 1984 to 2005
初创时的联想
Frédéric Raes 7
From the IBM PC Division to Lenovo
The early days of a TECHNOLOGY company
1. Founded in Beijing in 1984
• The New Technology Developer Inc. is founded by the Chinese Academy of Sciences
• 1985: distributes PCs from IBM – 1987: distributes AST PCs and HP PC’s and printers
• 1987: successful roll out of the Legend Chinese-character card
• 1988: Chinese-character card gets National Science Technology Progress Award
• 1988: Starts selling products and services to large corporate & public clients in China.
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From the IBM PC Division to Lenovo
The crisis of the mid-90s
3. Legend starts making PCs in 1989
- Las Vegas 1988: decision to make a high-performance, high-quality PC, and to present
it 4 months later in Hanover – where they sell tens of thousands in 4 days
- 1990: license is granted to manufacture PCs and Legend establishes a strong
distribution channel for Legend and imported brands
- 1993: Legend Science and Technology Park opens in Huiyang (Guangdong)
Frédéric Raes 9
From the IBM PC Division to Lenovo
Year Market
Growing to the Top share
1997 10,7%
1999 20,1%
1994: listed on Hong Kong Stock Exchange 2000 26,3%
1995: 1st Legend Server
young PC users name Legend their favourite national PC brand
1996: 1st Legend notebook
1997: market leader in China, now strongly profitable
1998: introduction of a modern IT system based on SAP
1999: 1st Internet PC (1-touch internet access)
2000: becomes one of the constituent stocks of the Hang Seng Index
Business Week ranks Legend 8th on list of global IT companies
2001: joint venture with AOL for consumer interactive service business in China
2002: enters the mobile handset and the IT management consultancy businesses
2003: Legend becomes
2004: becomes an Olympic Partner
Frédéric Raes 10
From the IBM PC Division to Lenovo
Lenovo is a Top Olympic Partner
Mar. 26th 2004
Lenovo is a Top Sponsor to the Olympic
Winter Games in Turin and the Olympic
Games in Beijing
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From the IBM PC Division to Lenovo
Reasons behind Legend’s success
1. Lowest costs in the industry, best inventory management, but that is far from all
1. Disciplined execution of the channel policy, that created a very strong and loyal channel
2. Decision not to copy competitors from USA / Taiwan, but to win in China by developing the
ability to beat competitors with products better tailored for local users
4. Very strong partnerships with Intel, Microsoft, IBM, HP, Texas Instrument learn
5. Ability to deal with shareholders: Chinese leader transparency and governance model
Frédéric Raes 12
From the IBM PC Division to Lenovo
1999: the Tianxi (the Internet PC)
Legend was first to spot the emergence of a home market for PCs: the spoiled “little emperors”
were becoming teenagers – But Chinese families needed a lot of hand-holding
1995: 1st Home PC for with strong multimedia functions + training classes for families
By 1999 Legend has developed a clear vision how to enter the Chinese Internet market
1. Use the Internet to drive the sale of PCs and new hardware products
2. Use its commanding position in the PC market to dominate the Internet
Legend launches the Tianxi, with “one-touch-to-the-Net” and a large promotion campaign
- Hardware buttons to launch most internet and user support functions
- Strong partnership with China Telecom ready to connect in 2000 towns
- Digital pen to help writing Chinese-character e-mails
- Later additions:
• Legend’s easy-to-use web portal
• Notebook and Pocket PC versions, with single dial up country-wide
Frédéric Raes 13
From the IBM PC Division to Lenovo
Food for thought
Success came despite a very unfavourable political and economic environment
The immediate impact of the US invasion was dramatic and several local
manufacturers disappeared but in retrospect most of the reasons behind Legend’s
success can be traced back to the reforms that have followed the disastrous year 1993
Foreign competitors underestimated Legend’s strategy and strength and failed to react
until it was too late because they did not understand what Legend was doing
Not only Legend did win, but also the Chinese consumer who got better products at
better prices, foreign firms could not dump second-class products into China any more
Legend’s successes and its constant media attention changed the perception of
Chinese consumers that foreign products are more reliable and of a higher quality.
Frédéric Raes 14
From the IBM PC Division to Lenovo
Quality – Part of Lenovo’s Heritage
Lenovo won 2 awards
from the prestigious
Legend Commercial Kaitian6800, Intel Innovative PC Award, 2002
German Design Institute
(Nov. 2005)
Legend Consumer Tianlin9220, Intel Innovative PC Award, 2002
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From the IBM PC Division to Lenovo
Legend / Lenovo is a
• High-tech
• High-innovation
• High-quality
Company
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From the IBM PC Division to Lenovo
The Making of the New Lenovo
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Why ?
No future for the PC Division within IBM
- Bringing corporate margins down
- Infrastructure costs
- Had stopped devices <500$ (PDA, thin clients)
- PC = commodity versus IBM = value and services addressing complexity
PCs require economies of scale
- IBM PCD + Lenovo a top global player with volumes to compete
Complementarity, no redundancy
Legend wanted to be global
IBM wanted to have a strong partner to keep access to PCs
Frédéric Raes 18
From the IBM PC Division to Lenovo
The Making of the IBM-Lenovo Deal
Summer 2002: IBM CFO John Joyce goes to China in hopes of selling the company's ailing
PC unit to Legend. But IBM PCD had lost nearly $400M the previous year Legend refuses.
18 months later: Lenovo is now hungry to become a global player and IBM has radically
restructured the PCD. Costs have been slashed, much of manufacturing is now outsourced.
IBM also seeks a bid from private equity giant Texas Pacific Group to put pressure on Lenovo.
April 2004: Legend’s board + consultants from McKinsey and Goldman Sachs, conclude that if
Lenovo can recruit IBM's top execs to help manage the company, the merger can succeed.
Summer 2004: during secret talks in N.C.: Yang and Palmisano agree to make it more than
just a simple sale of assets: both companies will form a strategic alliance.
December 2004: between the 2 bids (Lenovo & Texas Pacific) Palmisano chooses Lenovo:
- IBM will sell Lenovo PCs via its sales force and distribution network, will provide services
and financing for Lenovo PCs and will allow Lenovo to use the IBM name for 5 years,
- Lenovo, still partly owned by the Academy of Sciences, will be a help to IBM in China.
Frédéric Raes 19
From the IBM PC Division to Lenovo
Transaction Summary
• Lenovo acquires IBM PC operations
• IBM: ownership stake, long-term alliances with the new Lenovo in sales, services and financing
Ownership
The new Lenovo Chinese Employees’
Academy of Shareholding
Sciences 65% 35% Society
IBM Lenovo
IBM Financing
Lenovo Group Ltd.
(HKSE Listed)
IBM IT
Frédéric Raes 20
From the IBM PC Division to Lenovo
Implementing the deal
Chairman = Yang Yuanqing (ex-CEO of Lenovo)
CEO = Stephen M. Ward (ex-head of IBM's PCD).
Headquarters are near IBM's outside New York.
December 2004 to April 2005: mixed project teams sides work on the fast start
- to avoid disruptions, New Lenovo will begin with 3 separate business units: China
PCs, China cell phones, and international operations (= former IBM PCD)
- But then will quickly integrate all supply-chain operations.
Frédéric Raes 21
From the IBM PC Division to Lenovo
New Lenovo Executive Team
Jun Liu, Ravi Marwaha,
Fran O’Sullivan, COO COO Lenovo China Worldwide Sales
Lenovo International
Shaopeng Chen,
China
Frédéric Raes 22
From the IBM PC Division to Lenovo
The New Lenovo on May 1st , 2005
Paris Hungary
New York
RTP Beijing Japan
Mexico Shanghai
Shenzhen Huiyang
● Principal Operations
● Research Centers
● Sales Headquarters Sydney
● Manufacturing Centers
Frédéric Raes 23
From the IBM PC Division to Lenovo
Achieved in 1st year of new Lenovo
Launched Lenovo in 65+ countries, with no disruption in deliveries and support
Retained a huge majority of our customer base
Delivered on promise of continuity in product strategy, quality, design, roadmap
Established 2 innovation centres (Raleigh (NC) and Beijing)
Retained 98% of our employees; launched cultural gap reduction programme
Delivered 2 profitable quarters, with ex-IBM PCD profitable
Increased customer satisfaction, becoming #1 for mobiles (TBR)
Introduced new products including the very successful X41T tablet convertible
Increased operational efficiencies by combining the Think and Lenovo divisions
Gained share globally despite absence from consumer segment in Europe, NA.
Gained share in the 4 key emerging countries: China, India, Brazil, Russia
Doubled the revenues of the mobile telephony division
Frédéric Raes 24
From the IBM PC Division to Lenovo
Lenovo’s 6-point plan for increased competitiveness
IBM
- Most recognised global IT brand
- Reputation of quality 1. Cost and expense competitiveness
- Leader in Laptop technology
2. Product line expansion
- Leader in business productivity
3. Brand development and demand
lenovo generation
Frédéric Raes 25
From the IBM PC Division to Lenovo
Lenovo in Belgium and Luxembourg
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From the IBM PC Division to Lenovo
The Values of Lenovo Group, Inc.
Frédéric Raes 27
From the IBM PC Division to Lenovo
Managing the Cultural Gap – Early Stories
Findings: the cultural gap is huge and it’s hard to predict when glitches will pop up
- The Chinese don't tolerate being late for meetings, while IBMers are often late.
- When Yang, Ma, and eight other Lenovo execs landed at John F. Kennedy
International Airport in New York for their first planning meetings, nobody met
them. Not good: In China, visitors are greeted and taken to their hotels in limos.
- Yang brought it up at a meeting, and Steve said, 'We'll fix that."‘
- Initially, Yang favoured dual headquarters, U.S. and China. It was a point of
national pride. Ward disagreed, saying there should be a single one, in New York.
- After a couple of days, Yang came around: "Steve made a lot of sense, putting
headquarters in New York tells our global customers that we're a global company."
Frédéric Raes 28
From the IBM PC Division to Lenovo
Frédéric Raes 29
From the IBM PC Division to Lenovo
Frédéric Raes 30
From the IBM PC Division to Lenovo
Frédéric Raes 31
From the IBM PC Division to Lenovo
From the Lenovo Intranet – On the Cultural Gap
On running cross-cultural meetings:
Equal opportunity conversation: be sure to engage everyone in the room.
Seating arrangemen: avoid having Westerners on one side and Chinese on other. Poor
seating arrangement can create negative perceptions + inhibit comprehension.
Pause: take frequent breaks during presentations to ensure comprehension and give
time to formulate an answer.
Name names: use nametags + when meeting the people for first time, reference people
by their full names, not just "Going back to Bill's point..."
Be prompt: many US meetings start 10/15 minutes late. Most Asian cultures are very
prompt. If the meeting is scheduled for 10 a.m., begin at 10 a.m.
Speak slowly
Highlight the main points
Repeat the main points with different words
Avoid large meetings: challenging for non-natives: they move fast, people talk over
each other, individuals are afraid to ask questions for fear of looking stupid.
Send written recap: after meetings, send a note to summarise key points and
decisions: individuals studying English have better reading comprehension.
Use visuals
Frédéric Raes 32
From the IBM PC Division to Lenovo
The World seen by Lenovo (from China)
1. China
2. Other emerging countries
1. India
2. Brazil
3. Russia
4. Middle East
3. Mature countries
1. North America
2. Western Europe
Frédéric Raes 33
From the IBM PC Division to Lenovo
China, Europe, Belgium, etc.
WTO (2003) To AP From AP Delta
NA 249 533 -284
EU 308 417 -109
China as a competitor
- Manufacturing – technology & innovation – reservoir of young, talented people
- Costs – drive to achieve – speed of execution – learning skills - quality
It is worse for the South
- Available capital
- Chinese product invasions – Local companies can’t compete – Western companies less and
less
China as a consumer market
- Distribution challenge – distances, cultures local partners
EU’s strategies to compete
- Low costs capabilities – focus on services (but India ?) – skills and education
- Ability to execute and be flexible - SOX
Frédéric Raes 34
From the IBM PC Division to Lenovo
Future Success Factors for New Lenovo
Compete successfully against Dell, HP and new entrants
Frédéric Raes 35
From the IBM PC Division to Lenovo
Management Styles
So far, Chinese management keen to
- learn
- set clarity
- drive change
- more than to be hands on
Speed of change and drive to achieve – in 7 months:
- Global organisations – fully mixed
- Drive to emerging countries
- Supply chain
Reputation of management style = clarity of directions
Lenovo is empowerment and delegation - not typical ?
Frédéric Raes 36
From the IBM PC Division to Lenovo
Pride at working for such a company
Frédéric Raes 37
From the IBM PC Division to Lenovo