As we work better together, Motorola and Lenovo are aiming to improve our overall item portfolio and concentrate on 2 product sub-brands– Moto and Vibe (referred to as Le Meng in China). In the last day approximately, lots of articles and article have concentrated on the reality that as part of these plans, the “Motorola” business brand will end up being less central to our marketing. We wish to add a little context that was missing out on from these reports.
And most importantly, Motorola Movement isn’t really going away. Just last August Motorola Movement assumed a much more central function in Lenovo’s mobile phone service. As a completely owned subsidiary, we remain the engineering, design and production engine for all the Mobile Business Group’s smartphones and wearables. Motorola’s engineering heritage is hugely crucial to this effort, and that isn’t going to change.
Brands do have to develop, and ours has been progressing for some time. Over the years, we have made font and color modifications, and more just recently we made the tactical decision to focus on “Moto” as our main item brand. “Moto” is associated with Motorola, and it communicates the Motorola brand to customers in a modern and appealing way. That wasn’t the only thing that evolved– the renowned batwing was static blue or red for several years, and we made it enjoyable and colorful. That symbol, which has pertained to represent the “Moto” brand name, continues to play a prominent function, and will stay on our products and in our marketing.
Now, as we have to think more holistically about our entire smart device portfolio, we’ve decided to focus our marketing efforts on “Moto” and “Ambiance” as our hero smart device product brand names globally. At the exact same time we are not abandoning the renowned Motorola brand name. Although it will not be the focus of our marketing, it will continue to be used on product packaging and elsewhere, so regarding ensure that the rich history and association is never ever lost. The tradition and the goodwill connected with the Motorola brand name will likewise survive on through our licensees.
We likewise will now use the Lenovo brand to the maximum as we take part in one of the most competitive businesses in the world. Lenovo was acknowledged last October as one of Interbrand’s top 100 global brands. We are among the few innovation business that can offer individuals a total PC + tablet + mobile phone experience and we see that as a significant competitive advantage.
This newest move is everything about where we focus our brand marketing efforts in the future. That will be on our 2 hero smartphone brand names: Moto and Ambiance, with the Lenovo corporate brand tying all our consumer and commercial products together more holistically.
The Motorola legacy is near and dear to us as item designers, engineers and Motorola employees, and clearly it is essential to much of you who have had long relationships with us. We plan to continue it under our parent company, Lenovo.