A new role at the head of a multinational. Lenovo has changed from director general to Spain. Your choice, Alberto Ruano, who was the head of Toshiba Spain for a long time. Incorporated into the Asian giant as director of business companies and public administration, the Executive (Madrid, 1967) be responsible for make the company increasingly closer to meet its "ambitious objective» to position itself as the leading computer manufacturer in Spain.
What are the main challenges that is marked in front of Lenovo Iberia?
Pressure not going to surprise. It is clear that in this type of jobs we have to know how to work with it, measure it, and to reduce them to the different layers of the organization. What I want is to have a very effective, practical, organization a bit with the personality that I have and very focused on the world of business.
Computer science is present in all areas. How business runs in the national context?
We are very fortunate to be in a very dynamic sector. Regardless of the crisis, the computer industry has suffered less than others. Obviously yes there has been an erosion in prices. Thinks that when there is much technology what is a penalty is that those products are converted in a «commodity»-merchandise-. The good part is that everyone needs the technology. To communicate, to work, to be more productive or leisure times. The downside is that we must, somehow, left to transmit the amount of technology and r & d in the manufacture of the devices. They have become aproduct very 'commodity' and people does not value the technology but the usability and price. Transmit, depends on the sector, this has a cost is very complicated. And you have to start to differentiate between the user of the street, consumption, education and the professional user if you want to have a little profitablemanagement.
In a few years also?
Within a few years will continue to innovate but if they ask you what is your ideal device what we all want are devices with a screen size of 10 or 12 inches, with lot of battery that you aren't outstanding plugged to any website and great mobility and a comfortable keyboard to work. This sector it see, from here to some years, equal thatnow but with devices more light and with greater duration of their autonomy. Decrease tablets? No, what has decreased are tablets as understood as such, but what hasgrown is the detachables - tablets with keyboard «2 in 1» - or removable and convertible. 65% of convertibles that are sold in the world are Lenovo, in Spain the figurereaches 60%. These two product categories have grown. Are tablets? Yes, but not tablets themselves. Of course cannibalizes some these.
Do you think that the rate of sales of conventional Tablet decreases?
Think of when you had your desktop computer had a room for the computer. Thenyou thought mobility to be able to take it with you on vacation or to the living roomwithout the need of being in a physical site to be able to connect. This was the firstbig step. And became the tablets. And thought: «look I have my computer but now Ihave a Tablet for example when I go on vacation because it weighs less». It is morepractical. What happened? That you were under the keyboard. In the end, even if you have a virtual keyboard, the conventional keyboard is more practical and you work better. The market itself is putting us on our site. In education, we thought, the tablet was the ideal product. Cost is much better, the user is more advanced and penetration in this sector will be very high. Maybe not. It was a boom at the beginning but the market itself has regularized it. The students, now, have your computer notebook. The Tablet grew much but not as alternative to the computer as many people thought; that was the mistake. Not was an alternative, itself a snap. Now already notare thinking in buying you a new tablet. The next step, and where we're growing more and where more success we are having, on clients they are, instead of replacing a"tablet", passing to the convertible. In general, both at the level of consumption andcompany. And do not say in schools...
Amid this technological conversion, can you maintain that level in years at a time offull conversion of traditional computing? Does that mean that in the future the tablets will disappear?
Everything is going to evolve in a few standard rules of the market. All users will agree to ask for longer battery life. Some will require a keyboard. Other larger screen. There are three main aspects that are basic. But the market in general, that demand are smaller devices with much autonomy.
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