Motorola hints at 4G phone strategy

2012-03-05 14:10
Motorola has launched the new RAZR in South Africa. (picture provided)

Motorola has launched the new RAZR in South Africa. (picture provided)

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Cape Town - Motorola has hinted that it will launch next-generation smartphones for high-speed networks globally this year.

"We definitely have plans to go ahead and launch LTE this year globally and hopefully in South Africa also," Raed Hafez, Motorola managing director for the Middle East and Africa told News24.

Motorola is waiting for final regulatory approval for its Google takeover and hopes that the buyout by the internet giant will give the brand added momentum to move to the top of the smartphones pile.

In Europe, Motorola has come under scrutiny after Microsoft lodged a formal complaint for "aggressive enforcement" of its intellectual property.

"Intellectual property is an extremely important topic for any company and Motorola in whole history has always used IPR [intellectual property rights] as a very strategic element and will continue to do so.

"With regards to Motorola, we continue to invest in R&D to develop more IPR [Intellectual Property Rights] and we continue to be leading in a lot of technology," Hafez said.

Long-term view

Motorola restructured its portfolio of devices to focus on smartphones - and particularly the Android platform - as the company looks to regain lost market share to manufactures like Samsung.

Hafez said that the company had a long-term view of success.

"We're coming back now with a pretty strong and pretty attractive portfolio, but there's a lot more to it than just a product. You also need to rebuild the share of mind in the consumer's mind, you need to make sure you're in the proper channels; and you've got to have the right partnerships.

"Nobody believes that this will be transformed overnight, but we're seeing - quarter on quarter - and improvement in numbers, and partnerships and channels that are listing us."

One of the challengers for manufactures on the Android platform is that as the operating system becomes more popular, it becomes more difficult to differentiate devices.

The company pioneered "MotoCast" which allows a user to extend the storage capability of the smartphone to include other devices in a "personal cloud".

"Our differentiation is in a number of different elements: One, the design of the smartphones that we make are distinguished with regards to the use of material, design languages; overall look and feel.

"But we don't stop there. Now we're adding a lot more technology than the phones. Now we have a new technology called 'MotoCast', and the cool thing about MotoCast is that it allows you to connect your phone and extend you phone up to five different computers," said Hafez.

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