LAS VEGAS, NEVADA : China-based Lenovo Group is upbeat about becoming the global market leader in consumer electronics by 2017, fuelled by mobile internet devices.

Yang Yuanqing, Lenovo’s chairman and CEO, demonstrates the IdeaPad Yoga ultrabook.

The world's second-largest PC maker is introducing a three-year global brand campaign targeting 18- to 25-year-olds. The campaign is aimed at escalating it from a top 10 to a top-three consumer brand.

"We're transforming ourselves from a PC maker to a personal technology firm," said Yang Yuanqing, the chairman and chief executive.

"As more global users access the internet from tablets, smartphones and smart televisions in addition to PCs, Lenovo wants to be positioned to take advantage."

To achieve the goal, Lenovo is introducing a personal cloud device enabling users to share and store content synchronised between the four devices.

Yang said he believes PCs will not become obsolete, with the market continuing to grow but transforming from traditional forms and features to more personal connected devices like smartphones, tablets and ultrabooks.

At the Consumer Electronic Show in Las Vegas, Lenovo unveiled its IdeaPad Yoga, the company's first ultrabook. Priced at US$1,199, it offers a hybrid computing experience.

The company also launched its IdeaTab S2 tablet featuring a convertible PC and keyboard with 20-hour battery life. It is scheduled to be commercially launched in June, priced at $399.

"We're confident we can become the leader in the global PC market soon in the wake of steep sales increases the past two quarters, leading our global market share to jump from fourth to second place with a 13.5% share," Yang said.

Nick Reynolds, executive director of Lenovo's worldwide product group, said the company plans to become a top-five consumer electronic brand player within two years and reach number one within five years.

"We will apply a protect-and-attack strategy this year by protecting the market in China and attacking growing businesses outside of China with a wider product portfolio," he said.

The company is hoping for at least a 10% market share in all countries, he added.