Chinese smartphone maker LeTV rebrands itself as Le Eco

Chinese smartphone maker LeTV has rebranded itself as Le Eco in a bid to change brand perception.

According to commentators the move might be aimed at addressing the misconception among many people that it was a TV maker due to its name.

According to the company, there were no structural changes or organisational changes happening due to this, and it was only a change of name as they headed forward towards newer and bigger avenues.

The company had also revealed a new logo. The rebranding as Le Eco is also being undertaken at all subsidiaries of the company.

''LeTV is where we started, but LeEco is our future,'' wrote Ablikim Ablimit, Le Holdings' vice president of strategy in a press statement.

''We will create a more beautiful eco world with new value for our users. And our brand-new logo will bring users into this exciting world.''

LeEco which counts a market value of over a billion dollars, was all set to go global and was expected to set off a series of devices in the markets.

The company had been making major news recently as it released 'the worlds thinnest TV' and the first smartphone in the world to run on the Snapdragon 820 processor – the Le Max Pro.

A company statement issued by the company, its new logo consisted of the letters ''L'' and ''E'', conveying the quintessence of the Le Eco world with its simple and elegant design.

Each of the four strokes comprising ''LE'' represented one of the four tiers of the Le Ecosystem – platform, content, device and application.

LeEco plans to enter the Indian market on 20 January.