Lenovo plans to drop own brand name for smartphones

Reports say tech giant will adopt Moto branding for its smartphones as it seeks revive flagging sales

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Lenovo plans to drop own brand name for smartphones The Moto Z, together with the snap-on Moto Mods, was launched last month by Lenovo’s partner Axiom to the local market.
By  David Ndichu Published  November 9, 2016

Lenovo will reportedly stop marketing smartphones under its own brand, and instead sell them under the Moto label, according to the website Campaign Asia.

The move comes as Lenovo’s smartphone business continues to slide, down 12% YoY in fiscal Q2.

The Chinese tech giant has also named a new exec to lead of its mobile business.

Lenovo acquired Motorola’s smartphone business in 2014 and originally planned to ditch the Moto moniker in favour of its own. The band has however failed to gain traction in a ruthless smartphone market.  

Lenovo has also been steadily losing market share in the mobile biz, after emerging as a serious threat to Samsung in the Android space two years ago. Since then, it has lost its number three spot in global smartphone shipments to domestic rival Huawei and even failed to make the top five in the latest IDC smartphone market figures.

It remains to be seen if the combined resources bring fresh momentum to the brand.      

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