THROUGHOUT its 78-year history, Motorola has transformed innovative ideas into products that connect people to each other and the world around them.
Driving innovation within the world of communications technology, while remaining highly customer focused, Motorola has proved itself a global leader in wireless, broadband and automotive communications technologies and embedded electronic products.
From its first ever product, ‘the battery eliminator’ which it launched in 1928, Motorola has evolved into a company recognized for its dedication to ethical business practices and pioneering role in important innovations.
According to Andrew Till, Services Director within Motorola’s mobile device unit, Motorola has embarked on a powerful journey since its inception.
“Motorola has been on a journey of three stages. Pre 2000 the company was very engineering driven and pioneered the likes of two-way radio services and the commercialization of car radios. By the end of the 1980s it had become the premier worldwide supplier of mobile phones.
“Post 2000, the dot com crash meant that Motorola had to think of new ways of being innovative. Today, the company is very market and design driven,” he said.
In his six years at Motorola, Andrew’s role has been a mix of strategic and portfolio management, as well as being responsible for searching for new opportunities in innovation. The company’s policy on open innovation through its Motorola Ventures, or MotVentures, scheme has strengthened its position in the global market.
Helping turn great new ideas into thriving businesses, MotVentures nurtures venture companies through the critical phases of start-up and growth, providing financial support, business and technology expertise, market leadership and brand recognition.
In turn, the companies MotVentures invests in introduce Motorola to new ideas, new technologies and new markets. The result is strategic and financial value and, ultimately, competitive advantage.
Andrew said: “People tend to look at the mobile phone industry on a global scale, and think the same handsets can work worldwide. This just isn’t the case. Phones need to be tweaked to cater for different markets and not just in terms of language.
“China and Japan for example are very big on touch screens because of the way the language is written. We therefore buy bits of technology from small software companies, and this funding allows them to take their businesses to the next level.”
Motorola has a strong geographical presence across the globe, and is market leader in the likes of Latin America, China, and the US. Despite this, the company is still keen to tap into more developing markets and recently launched a product which is tailored to the likes
of India, Africa, and some parts of the Middle East.
Motofone seeks to redefine the market by making high design and smart technology affordable. Its thinnest handset yet at approximately 9mm thin, the phone features an icon-based menu to make it simpler and friendlier for first-time users to navigate, place a call, and retrieve messages.
As well as its revolutionary ClearVision display, which helps eliminate glare from direct sunlight, the Motofone includes voice prompt instructions in local languages and large readable font size.
“The Motofone is an example of raw innovation in a low priced product. It is the cheapest phone in the portfolio, yet we have not compromised on innovation.
“We discovered that on the equatorial belt, literacy levels are low and people wouldn’t be able to read the options available. By using pictures and voice prompts in local languages, it’s simple for everyone to use. We are very excited about this new product, and the fact we are bringing a level of innovation to everyone,” said Andrew.
As well as continuing to drive its core product range including its biggest success story, the Motorola RAZR, the company is continually looking to improve its basic user experience.
“Motorola continues to push the boundaries of ergonomics and design. We are continuing to drive forward the RAZR and are launching a new version very soon called the RAZR 3.5G. We also continue to develop other core products like the K1, SLVR and pebble. Developing new innovative material finishes also continues to be a very strong focus for the company. As well as being slim, the RAZR feels great in the hand.
“We don’t just make the phones look nice. A lot of ergonomic research goes into the design process. One of the great things about Motorola is its sheer level of diversity. We create phones which are representative of the whole market, whatever the age, nationality or sex.
“You have to start by improving the basics including reception and clarity of calls. It’s about making small innovations in technology which go a long way. First and foremost, the phone needs to be a great voice experience. We are selling a richer user experience.”
Inspired by its vision of ‘seamless mobility’ Motorola is committed to helping its customers get and stay connected simply and seamlessly to the people, information, and entertainment they want and need.
Andrew said: “The vision of being able to access information services wherever you are in world which will actually work is a concept we want to bring to life. We are spending a lot of time and effort making this a reality.
“What we think the mobile phone industry will be like in 40 years time, probably won’t be. We do have a vision of where we are going, but it’s more a concept of how the world is changing. It’s incredible the amount of innovation in the world and the internet’s ability to foster innovation is also astounding.
“Consumers are incredibly innovative and we listen to that. A lot of possibilities are opening up through the internet, including opening up operating systems. We are sure we are heading in the right direction but there’s no fixed vision.”