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I have had the privilege of covering Lenovo since it acquired IBM’s PC business in 2005. But, in truth, I began following Lenovo much earlier when it emerged as one of the top PC companies in China during the late 1990s.

However, Lenovo became much more interesting to other financial and tech industry analysts and me once they bought IBM’s PC business. At the time of this purchase, IBM had determined that its run in making and selling PCs was diminishing. In light of the competition, they were not only going after IBM’s enterprise business but also appealing to millions who wanted PCs for small businesses, education, and home.

IBM, as its name implies, is a business machines company, and they had already begun moving towards creating more advanced systems and industrial-strength servers that had much higher margins. However, PCs by 2005 had become more commodities, and while enterprises were still buying new PCs, margins had shrunk dramatically, and IBM wanted to get out of the PC business altogether.

They found a serious buyer in Lenovo, who had a successful PC business in China but wanted to expand their reach and brand beyond their home country in a big way. Buying IBM’s laptop business gave them that opportunity, and from that point, Lenovo began down a path toward a position where they are one of the top three PC vendors in the world today. In some financial quarters, they are number one in PC sales.

While Lenovo has been primarily known as a PC company, it has added even more to its computer offerings with the acquisition of IBM’s server business.

However, Lenovo has even greater aspirations. Lenovo wants to be a significant partner that helps businesses and enterprises bring their customers into the Metaverse.

To some, this may seem like a pivot for Lenovo, given its PC history. But it is an evolution of this company’s vision that has become much more encompassing in trying to anticipate their customers’ current and future needs.

Even in this early stage, Lenovo’s embrace of the Metaverse is interesting for a company that has built its reputation on PCs. Currently, Lenovo has the most robust vision for the Metaverse of all PC companies. Moreover, they seem to be betting a big part of its future on the potential impact the Metaverse will have, especially on business and enteprise.


This week, I attended Lenovo’s virtual customer conference where Luca Rossi, President of the Intelligent Devices Group at Lenovo, shared his vision on AR-MR and VR and the Metaverse-

In his remarks, Mr. Rossi stated, “Imagine a business meeting where a life-sized hologram of a colleague on another continent appears in front of a room full of people, without the need for special glasses – and the ‘hologram’ is able to interact with 3D models and even ‘high-five’ people in the room.

Later in his keynote, he said, “What is the point of the Metaverse? It’s a big question, but Lenovo is already pioneering technologies that might offer an answer – focused on enterprises, and the way we work, and helping to break down the barriers between the virtual and physical worlds.”

“At Lenovo, we believe in an ‘open metaverse’ where technology and ideas are traded freely, rather than walled gardens, where one technology company dictates what experiences metaverse users can enjoy.

It was that openness that drove the explosion of creativity behind the internet, and the same will be true of the Metaverse. Instead of flight simulators, we have job simulators, with everyone from frontline employees to top executives being trained in VR. Augmented reality offers the potential guided workflows where workers wearing XR devices are shown how to perform tasks. Technology has the power to change the way we live and work, and innovative ideas like the Cyber Space and PCs and phones, which can expand to become work machines, are already breaking down our ideas about office spaces and workers, about screens and reality. These are devices which offer the power to bring people together and change the way we think.”

Given Mr. Rossi’s vision, which starts with glasses and moves to holograms, you can see that Lenovo has begun to think big. They are plotting out a leadership role that is important for them and their future as it will be for this industry.

It is too early to tell how successful they will be as the Metaverse, in general, is a moving target. Lenovo’s investments in AR and VR glasses and its broader and innovative Metaverse vision have brought early success to many enterprise customers. This strategy sets them up to become one of the more essential partners that can help companies migrate from a 2D world to a Web 3 Virtual world in the future.


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