Motorola was the pioneer of mobile phones, and was the top cellular phone company in the world until the late s, when it was overtaken by Nokia.
Case Study of Motorola: Brand Revitalization Through Design When Motorola released its earnings report for the second quarter ending Juneanalyst and competitors alike were stumped. This ultra-slim and ultra sleek clamshell flip-phonewhich resembled a metal credit card when folded in two, won the coveted Gold Award for at the annual Industrial Design Excellence Award.
This was followed by walkie-talkie in World War II, the car phone and the pager in and s.
Throughout the and theMotorola focused its research on developing a hand held communication device for the masses. This was the first clamshell and was known as the wearable phone. It transformed Motorola into a trendsetter. Around the same period, competitors such as Ericsson and Nokia brought digital technology to the US.
This technology helped these companies incorporate features like better voice quality and greater data storage into their cellular handsets.
Unlike its competitors, Motorola refrained from incorporating digital technology in its products. Bythe design team at Motorola added new members. Motorola produced some hit cell phones such as the V70 which was a keyhole shaped phone, which opened with a swivel like blade knife among others.
However, Razr was different.
Not only did it sport a unique design, but also became a major commercial hit. Major innovations in design and engineering were undertaken for developing the Razr.
To make the phone as thin as possible, designer used metal alloys such as aluminum and magnesium, for the phone instead of the commonly used plastic. However, the thinness resulted in increased fragility.
Therefore, the outer casing was made of anodized aluminum to enable the phone to withstand daily wear and tear. The use of metal alloy made the phone extremely light weight gms.
But since the phone was a clamshell design were foldable, the depth of the model depended on the thickness of the keypad.
With the conventional raised keys, the thickness of the Razr would have increased dramatically. To solve this problem, engineers successfully designed the first ever touchpad to be used in a cell phone as the input device.
The touchpad was made from a single flat sheet of magnesium and the keys were chemically etched on the surface. The keys were then separated and by thin silicon strips and a blue backlight were used to illuminate the numbers and symbols. This revolutionary keypad was thus wafer- thin and futuristic looking with only one-third the thickness of the conventional keypads.
As a result, the phone was less than 14mm thick when closed.In , when I was a young engineer working at Motorola, there were only a handful of employees - in a few hand-picked departments - who were allowed access to . Case study for marketing MBA class about Motorola\\’s marketing in China.
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