Computer maker Lenovo yesterday launched a new brand of notebooks and desktops in an effort to expand its focus beyond business users to tap the growing consumer market.

The new brand, which includes IdeaPad for notebooks and IdeaCenter for desktops, will be available first in 14 countries and regions including the United States, France, Russia, India, Singapore and China. The company will also initiate a global marketing campaign along with the new offering.

Both product lines are designed for consumers, featuring stylish designs and customized applications such as facial recognition and Dolby home theater systems.

Lenovo hopes the new brand has the same success in the world consumer market as its ThinkPad and ThinkCenter products have had in the business sector.

"Our ThinkPad notebooks are well-known around the world as the best engineered computer for business," said Liu Jun, Lenovo's senior vice-president and president of the consumer business group.

"We are confident we will grow our consumer business by blending innovative technologies like facial recognition with attractive designs to enhance the way people use technology."

Lenovo became the third largest player in the global PC market after it acquired IBM's PC unit in 2005.

The company has long been known for its ThinkPad business notebooks in countries like the United States and Europe, but its consumer business has been limited to China.

According to research firm IDC, Lenovo's share of the world consumer market was 4.6 percent in the third quarter of last year.

(China Daily January 4, 2008)