A while back, we reported about Lenovo’s acquisition of Motorola from Google, and now we’re seeing some first movements from the Chinese company pertaining to its smartphone strategy. Earlier this fall, Lenovo announced they would create a new subsidiary company under the lead of senior vice-president Chen Xudong. And Lenovo’s SVP has now made official the name of the new subsidiary – ‘Fancy Maker‘.
Of course, the first name that pops up when reading this is Motorola’s Moto Maker, the company’s online services that allowed potential buyers to do some sort of customization. And it’s been said that Lenovo’s move is meant to fight back or rather mimic Xiaomi’s online business model, so it makes sense for the company to continue offering a service that has worked for Motorola and also acts as a strong unique feature.
Lenovo’s new subsidiary company will focus on selling smartphones online and Fancy Maker will allegedly get even more autonomy from the main company. Chen Xudong added:
“As an international corporation, Lenovo enjoys experienced management, while the new company will be run under a more flexible management. The hardest part about making a new brand is making a good supply chain. Our new subsidiary can make use of all the great resources that Lenovo has at its disposal.”
The new project will initially focus on the Chinese market, but Fancy Maker smartphones could eventually become available in the big emerging markets like India, as well. At the moment it’s not sure how is Lenovo planning to approach its US business.
The end result may be something like a highly customizable Moto G, though we won’t know for sure until Lenovo reveals more specific plans for Fancy Maker. The new smartphone brand is said to launch on April 1st, next year. MotoMaker allowed buyers of Moto devices to customize aspects such as color accents and back plate, but we wonder if the new service could take this a step further.