Lenovo Mobile Business senior vice president and Motorola president Sergio Buniac recently shared his vision regarding Motorola’s smartphone business. He wants to position Motorola among the top three smartphone brands worldwide excluding China. According to Buniac, the company has always maintained its third position in the North American and Latin American markets.
Motorola is taking steps and is already seeing success
The official launched an internal plan called the “Gladiator Project”, according to which, the company will make three major adjustments in its business strategies. Firstly, it will focus on expanding its business with a special focus on the global market outside of Latin America and North America. This is going to be a significant shift from the company’s previous contraction strategy.
Secondly, the company will also focus on strengthening its grip on the high-end smartphone market with its Razr series and Edge series devices. The collaboration with brands like Pantone and Bose is also targeted at Gen Z (especially female users) and B2B users.
The revamped strategies have already shown positive results for the company. The shipment volume of last year’s Moto Razr 40 lineup is reportedly five times as compared to its predecessor. In the 2023-24 fiscal year, the company’s smartphone activations have increased by 12% year-on-year, among which high-end phones accounted for 25%. The revenue in the Asia-Pacific and the EMEA markets have increased by 88% and 40% respectively. Sergio Buniac believes that Motorola’s smartphone business has improved from the “fighting for survival” state to the “fighting for victory” state in the last six years.
In Q4 2022, the company’s market share in the US and Latin America was 6% and a whopping 24% respectively. The company was in second position after Samsung in Latin America during the period. However, the company’s grip on the Chinese market is relatively weaker.
The company is also working on a deeper integration of artificial intelligence into its smartphones. Sergio Buniac predicted that smartphones will offer a user interaction-based personalized user experience powered by AI in the near future.
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