Honing The Razr Edge

Motorola stops trying to reinvent the wheel

BusinessWeek, May 28, 2007 — Motorola's (MOT ) unveiling of a portfolio of new phones on May 15 was the usual hypefest. In a loft-like dance studio in New York's Chelsea neighborhood, Chief Executive Edward J. Zander, bathed in a red and purple glow, stood between two large video screens beaming images of the new handsets. The usual celebrity endorsers were on video, in this case Fergie of the Black Eyed Peas and soccer heartthrob David Beckham.

Motorola Moves to Make Its Marketing More About Users†

CMO Discusses New Strategy That Puts Consumers Ahead of 'Form Factors'

Advertising Age, May 17, 2007 — Motorola is shifting its marketing strategy away from its mobile devices such as the Razr or Pebl to one more squarely focused on the consumer

Motorola Moves to Make Its Marketing More About Users†

CMO Discusses New Strategy That Puts Consumers Ahead of 'Form Factors'

Advertising Age, May 16, 2007 — Motorola is shifting its marketing strategy away from its mobile devices such as the Razr or Pebl to one more squarely focused on the consumer. Casey Keller, in one of his first interviews since being named chief marketing officer last October, said Motorola believes the mobile-phone market has evolved into one where consumers have higher expectations about their products, whether they are talking, listening to music, taking pictures or surfing the web.

New Motorola Phones Aim at High-End Market

David Beckham, Danica Patrick and the singer Fergie helped unveil a glossy new lineup aimed at reviving a struggling company

New York Times, May 16, 2007 — Motoral, the mobile phone giant, is hoping to revive its business prospects with some slick new phones and a little celebrity gloss. At an event yesterday in New York, the company announced a sequel to the company’s hit Razr phone; an update to the Motorola Q, its rival to the BlackBerry; and a new line of handsets designed to play music, video and games

How Moto Can Recapture Its Mojo†

Analysis: Home of Razr Reports $181 Million Loss and 15% Drop in Sales; Ad Age Calls in Experts

Advertising Age, April 30, 2007 — Once-Razr-sharp Motorola not only reported a $181 million loss in the first quarter, but a 15% drop in cellphone sales, which CEO Ed Zander told analysts is "unacceptable." It's up to Mr. Zander and new Chief Marketing Officer Casey Keller, an H.J. Heinz veteran, to turn that around, and a push is expected in spring.

How Motorola Fell a Giant Step Behind†

As It Milked Thin Phone, Rivals Sneaked Ahead On The Next Generation

Wall Street Journal, April 27, 2007 — A year ago, Motorola Inc. appeared headed for a third straight year of rich profits under Chief Executive Ed Zander, driven by its hit cellphone the Razr. "A lot of you are always asking what is after the Razr," Mr. Zander said in an April 2006 conference call after another quarter of 30%-plus growth. "I say more Razrs." But behind the scenes, Motorola was working furiously to get a successor phone to market by the second half of 2006, according to people familiar with the matter. When it failed to do so, profit margins on handsets narrowed and the company swung to a loss. Key executives left. And as the stock slid, activist investor Carl Icahn built up a position and began campaigning for a board seat to address what he called Motorola's "operational... continue reading

Turning Ideas Into Dollars

PAYBACK Reaping the Rewards of Innovation

BusinessWeek, February 26, 2007 — You're a pretty sharp executive. But maybe your company is suffering from slowing sales growth. Perhaps margins are getting squeezed. Or new competitors are stealing market share and talent. What do you do? Innovate, of course.

How Motorola Squandered a Brandbuilding Opportunity†

It Focused on the Razr as a Product Rather Than a Brand

Advertising Age, January 22, 2007 — Motorola stock recently fell 12% after the company warned of disappointing holiday sales. "The trendsetting Razr has lost its buzz in the marketplace," reported the

Associated Press, "and Motorola's efforts to come up with a new killer product have so far not paid off."