Lenovo aims for 10 percent Ultrabook market share

Consumer electronics giant Lenovo® has been on a tear in recent years, outpacing several of its long-time competitors to become the No. 2 computer manufacturer in the world. Now, the company is setting its sights on a new target - the Ultrabook™.

In an interview with Consumer Electronics Daily (CED), Lenovo director of marketing and strategy Nick Reynolds says his company plans to eventually capture 10 percent of the Ultrabook market in the United States. To do so, the company is launching a $50 million marketing campaign to spread the word and bring the Ultrabook to the masses.

For added assurance, Lenovo will also release some of the most affordable Ultrabooks available, Reynolds tells the news provider. Lenovo's Ultrabooks will reportedly start at $749 for a 13.3-inch IdeaPad® U310, which is expected to launch in June 2012. This is a stark contrast to the $1,099 Ultrabook the company released in September 2011.

Research firm IHS iSuppli reported in December 2011 that Lenovo had taken the No. 2 spot in the global PC market, moving in front of Dell® and only a few percentage points behind HP. Lenovo has also added to its visibility in recent months, which may make it an ideal time to increase it efforts in the Ultrabook arena.