(Telecompaper) Lenovo is is creating a new company division that will bring smart devices and services directly to consumers in China. The company will launch on 1 April and will operate under a separate name and brand. Lenovo said it wants to attack the fast growing consumer mobile device market in China, with a focus not only on devices, but also on software and application development and close customer engagement. Lenovo currently sells smartphones mainly through open market sales and carrier relationships; the new company will focus exclusively on direct-to-consumer sales, marketing and product development using an internet-based business model. Chen Xudong, currently president of Lenovo's China geography and Asia Pacific Emerging Markets (East Asia, Hong Kong, ASEAN and India), will become CEO of the new company, with Liu Jun, executive VP and head of Lenovo's Mobile Business Group, and George He, senior VP and head of Lenovo's Ecosystem and Cloud Services Group, as co-chairmen. Tong Fuyao, the current VP of China's relationship business will become head of Lenovo's China business. Ken Wong, the VP and GM of Asia Pacific Emerging Markets (East Asia, Hong Kong, ASEAN and India) will become head of the business, a role also previously held by Chen Xudong. Both will report to Gianfranco Lanci, Lenovo's chief operating officer and head of the company's Personal Computer Group.