Darren Phelps

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Channel director, Lenovo

What was the worst job you have ever had?

At school I had a paper round to supplement my pocket money; those 4am starts were hideous.

Which actor would you pick to play you in a movie of your life?

When I'm not working I try to be as active as possible, whether on the golf course or climbing Ben Nevis. So I think Tom Cruise would be the natural choice.

What do you do as your party trick?

I've been told I'm great at drinking a yard of ale, although I try not to do it too often now.

What is your favourite chocolate bar?

My downfall has always been a bar of Galaxy.

What has been the highlight of your career to date?

I'd have to say joining Lenovo. I'm incredibly proud and lucky to have been part of the company's journey to the number one position in the PC market.

Has 2014 been a good, bad or ugly year?

2014 has been a great year for Lenovo. We've continued to grow our market share in the UK, we've announced two major acquisitions - IBM's X86 server business and Motorola - both of which will radically transform our business.

How would you explain the IT channel to a stranger without boring them to death?

In simple terms, the IT channel is simply a route to market. Most businesses tend to buy their technology from independent technology suppliers, or indirect, and it is these suppliers that fill the gap between the customer and the vendor. For Lenovo the channel is vital: it allows us to scale up our internal sales team enabling us to have a much bigger presence in the UK.

Aside from the channel, my dream career would be... it would have to be a professional golfer.

What major issues will the channel face in 2015?

The ever-changing PC industry will continue to affect the channel into 2015. In recent months Sony pulled completely out of the PC market, Samsung has stopped selling PCs in EMEA, HP has split into two businesses; even at Lenovo we've transformed following the acquisition of IBM's X86 business.

Therefore it is even more vital that we spend time with our partners and continue to brief them on our future strategy while educating them on how Lenovo will support their business.

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