Lenovo Group plans to unite its customer service operations under a new group to be based in Singapore and led by yet another executive poached from Dell.

The new Lenovo Services business unit will be headed by Senior Vice President Christopher Askew, Lenovo announced on Thursday. Askew was vice president for Dell Services in Asia-Pacific and Japan and had worked for Dell since 1999. He has also held positions at Compaq Computer and Tandem Computers.

Lenovo created the new services unit in response to the growing importance of services to PC customers, it said. The computer maker hopes Askew will build a notable Lenovo Services brand to differentiate the company from competitors.

Earlier this week, Lenovo created another new business unit, the Center of Excellence, to be based in Singapore and led by another Dell executive. David Schmoock was a vice president of marketing at Dell. His new group at Lenovo will focus on forecasting supply and demand, setting prices, and developing sales and product strategies.

Lenovo’s presidents for Asia-Pacific and Japan also come from Dell, and Lenovo’s chief executive joined the company from Dell in Asia-Pacific.

Lenovo bought IBM’s computer business in 2005, placing it third among PC makers behind Dell and Hewlett-Packard. It has struggled to compete since then, reporting poor financials and laying off workers.

-Nancy Gohring, IDG News Service (Dublin Bureau)

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• Lenovo Booted from Hong Kong Stock Index

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