Motorola, originally America's leading manufacturer of electronics communications products, lost its way during the 1990s. Up to that point the company had been one of the original pioneers in radio communications and a leading light in the development of cellular phone systems in the 1980s. During the following decade, however, Motorola saw its command of this high-profile sector whittled away as it failed to make a smooth upgrade from analogue to digital technology. Instead, its much-vaunted Iridium satellite communications system turned out to be an expensive distraction as well as an embarrassing flop. A change of direction (and management) began to deliver results from 2004, especially after a move towards more stylish handset designs, such as the Razr. But in 2007 the company suffered a new and even more prolonged slump. Once the global leader in mobile phones with a 50% market share, the company had slipped out of the top five by the end of 2010. The group split into two entirely separate companies at the beginning of 2011. Handset business Motorola Mobility became a division of Google in May 2012. The remaining network systems business continues to trade separately as Motorola Solutions.
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Recent stories from Adbrands Weekly Update:
Adbrands Weekly Update 21st Nov 2013: Google's Motorola division launched a direct assault on Apple and Samsung's high-end smartphones by introducing a new handset, the Moto G, that offers most of the same features but at a considerably lower price, around $179 in the US without a contract, compared to $500 to $600 for Galaxy or iPhone. It makes its debut in Latin America, a traditionally strong region for Motorola, as well as the US, UK and selected other markets.
Adbrands Weekly Update 12th Sep 2013: Ads of the Week: "Lazy Phone". The new campaign from Droga5 NY for Motorola is endearingly silly, with this hairy drop-out standing in for your current phone and all its annoying faults. None of which you'd find on the new Motorola Moto X of course.
Adbrands Weekly Update 4th Jul 2013: Motorola has quietly appointed Droga5 to handle its first big creative campaign since the takeover by Google, for the launch of the new Moto X handset.
Adbrands Weekly Update 20th Jun 2013: Google shifted global media for Motorola out of Mindshare and into Digitas
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