The technology sector seems to be witnessing interesting strides in the niche gaming market. While most often technology focuses on utility collaborations, the recent collaboration between Lenovo and Razer is an interesting development. Lenovo has enjoyed the number one status amongst PC and laptop makers for a while now, but wished to move in another direction after capturing the PC and laptop market. Razer has been one of the long time partners of Lenovo within the gaming sphere. The co-branding between the two companies is a unique first time for both the parties.
The collaboration apprehensions
Razer is aware and careful about how particular the gaming world is. They are also aware of the sensitivities of the gamers in the world and have approached this collaboration with utmost care and attention. Lenovo, on the other hand, has decided to partner in order to gain strong ground in this sphere by utilizing their distribution channels and marketing expertise to bring out the best profitability model for the mutual partnership. Razer wishes to focus on the development of better speeds and processors for the many jointly collaborated systems. They also aim at making superior quality mouse for gaming sensitivity.
The joint collaboration will first give rise to the Y series model gaming systems. These systems will be launched in order to compete with some of the fiercest rivals and sectors in the gaming industry. The aim for Lenovo and Razer is to compete with the likes of Alienware and Sony Corp (ADR)(NYSE:SNE) Playstation in the gaming sector. Both companies seems extremely focused in working at providing the ultimate quality gaming experience to their consumers.
The market apprehensions
For the first time, the Lenovo brand will be used with the niche Razer brand in marketing and selling. The move has been welcomed by some in the gaming market, however, there have been critical shunning of the products. The gaming sector prides itself on the exclusion of brand image and weightage, they are primarily focused in the quality of the systems provided. Many are concerned that if Lenovo, as a commercial brand is involved, it may take its toll on the superior Razer systems.
Since Lenovo is the number one PC manufacturer, many gamers are concerned that the sales numbers and figures and profitability are all that will matter to the partnership while they compromise on quality. While these are concerns of the gaming market, they are also challenges that Razer and Lenovo claim that they are poised to encounter and come out successful with boosted consumer confidence.