Motorola have always been a brand we have looked up to, in our eyes they produce some of the best equipment on the market, sometimes they don’t sell as well as they should do. The business has been split and sold several times over the last year, but they are now on the rise and business is going well, as this article shows.
2014 saw Motorola’s ownership change hands from the west to the east. Lenovo acquired the company off Google on January 29, 2014 but it was not until 2016 that the fruits of Lenovo’s ownership started showing up.
The year started off with Motorola in a slightly vulnerable position with the relative failure of both the Moto X Style and Moto X Play. The Moto X line was fading and even the third generation Moto G had failed to impress.
These first devices under Lenovo’s ownership however, had been in the pipeline much before Lenovo took over and it was not until the Moto G4 and the Moto Z in 2016 that we saw what the new Motorola could deliver.
Moto G4 series: Ushering in a renaissance
The Moto G4 Plus was one of two variants of Motorola’s fourth generation Moto G, the firm’s bestselling smartphone range ever. This was the first time Motorola (now owned by Lenovo) launched more than one smartphone in the G range, with the Moto G4, Moto G4 Play and the Moto G4 Plus.
At a starting price of Rs 13,499, the Moto G4 Plus made for a compelling buy, and continued the G series of smartphone’s tradition of providing good smartphones at an affordable price. With a superb display, a fast and accurate fingerprint sensor, stock android and great performance, it ticked all the right boxes for a mid-range device.
In comparison to the regular Moto G4, the Moto G4 Plus featured an improved 16MP rear camera with phase auto detection, laser autofocus and a dual LED Flash and also came with a fingerprint sensor.
Motorola also released the Moto G4 Play which was the cheapest device in the G4 lineup at Rs 8,999 and packed a 5-inch 720p HD display, a 2,800mAh battery, 2GB of RAM and 16GB of expandable internal storage.
The Moto G4, G4 Plus and G4 Play were critical as well as commercial hits and announced the comeback of Motorola in the smartphone game. The Plus in particular, presented a fantastic blend of features and affordability that saw it shoot up the sales charts.
Moto E3 Power: The odd one out
Lenovo also unveiled the Moto E3 Power in India which was a more powerful version of the third generation Moto E3. In a surprising move, the company decided against releasing the regular Moto E3 in the country.
The Moto E3 Power came with a massive 3,500mAh battery, 2GB of RAM, a 5-inch HD display and nearly stock Android Marshmallow.
At Rs 7,999, the Moto E3 Power found itself in as odd situation with the much more capable Moto G4 Play priced at just a thousand rupees more.
The attack of the Modular smartphones
Motorola then cemented its position in the smartphone world by releasing the striking Moto Z, the company’s most exciting smartphone in years.
The Moto Z came packed to the gills with a Qualcomm Snapdragon 820 SoC, 4GB of RAM, a 13MP rear camera with OIS and 4K recording, a 5MP front shooter and a 2,600mAh battery along with TurboCharging support.
The ‘World’s thinnest premium smartphone’ came with a 5.5-inch QuadHD display protected by corning gorilla glass, a sleek and suave metal/glass body and unlimited feature expansion through the Moto Mods.
The distinguishing feature of the Moto Z were the ‘Moto Mods’: snap-on accessories that could be attached to the back of smartphone through magnets in order to increase its functionality.
Alongside the flagship Moto Z, Motorola also launched its younger brother, the Moto Z Play which came with a 5.5-inch 1080p Super AMOLED display, a downgrade from the QuadHD resolution of the Moto Z and the largest battery Motorola ever put in any of its smartphones. Just like the Moto Z, the Moto Z Play also supported the innovative Moto Mods.
The Moto Z and Moto Z Play helped bring Motorola back into the spotlight. The Moto Mods in particular were greatly appreciated and were hailed as one of the best implementations of the modular concept in recent years.
The stunning all-metal Moto M
The end of the year saw Motorola launching the stunning all-metal Moto M in India.
The Moto M’s full metal unibody design with antenna bands on the top and bottom edges was a complete departure from the design language of previous Motorola smartphones and was again an indication of the company’s new ownership.
This is what Sudhin Mathur, Executive Director, Lenovo Mobile Business Group, India had to say about the company’s performance in 2016:
“The Moto G franchise continues to be much loved and we witnessed an extremely high conversion from early Moto G buyers opting for the new Moto G 4th Generation. But, our real game changer and technological breakthrough was the Moto Z and Moto Mods series that redefined the evolutionary progress of the smartphone industry. The Moto Z and Moto Mods system is designed to provide connected, intelligent and mobile consumer experiences in a seamless fashion and the power to transform your (Moto Z) smartphone in a snap is revolutionary. We started with four Moto Mods and are continuously working with multiple partners to develop more Mods for smartphone users in 2017.”
2017 will be a crucial year for the company as it prepares to build upon the success of the G4 and Z range. It is pivotal for Lenovo to make sure that it retains the essence of the company while at the same time push new boundaries of design and innovation.