Motorola to release fewer phones in 2012
By Jenny • Jan 11th, 2012 • Category: Industry News
- Photo: edans / Flickr
Speaking to reporters during a roundtable meeting, Motorola Mobility CEO Sanjay Jha revealed that his company would release fewer handsets in 2012 when compared to its release schedule from years prior.
Better concentration of marketing dollars
Jha lamented too many homogenous products in similar price ranges eroding the return a company can make in the smartphone space. He said (via AllThingsD) that there were: “A lot of products that are roughly the same doesn’t drive the market to a new place.” Motorola itself is partly responsible for this, releasing multiple Droid devices in a short period during the tail end of 2011. He insists that it would be better to invest heavily in fewer products.
Competition forced this
Motorola Mobility CEO Sanjay Jha also insists that he came to this decision independent of what other smartphone manufacturers – Android and otherwise – will do. He said ‘We’re doing what we think is the right thing.’
Becoming Google like in its thinking
Jha also revealed that Motorola would pursue fewer product ideas, and instead throw its weight behind the ideas and concepts that were sticking. The strategy is very reminiscent of what Google is in the process of doing, with the company’s numerous side projects falling to the wayside for big deal initiatives. This should not come as a surprise, of course, because Motorola Mobility is in the process of being acquired by Google, so whatever the company can do now to align with its parent company’s strategy is prudent.
Sanjay Jha was quick to emphasise that this did not mean that the company would stop looking at new product solutions, or product categories. He said they still had an eye to the future. Yet, with warnings that their Q4 earnings are going to be softer than expected, suffice to say Motorola Mobility – and Google, by extension – don’t want to gamble and experiment for gambling and experimentation’s sake.
Tags for this article: motorola, google







