1/19/2011 11:56:00 AM
Motorola to expand UK distribution channels
Motorola Mobility is intensifying its drive into the UK market with plans to broaden its UK distribution channels to support the launch of its ‘superphone’ the Motorola ATRIX and its flagship tablet the Motorola XOOM.
The move comes after the successful launch of the Motorola Defy smartphone last year, backed by an aggressive marketing campaign that significantly raised Motorola’s profile in the UK market.
Speaking to Mobile, Tom Satchwell, Motorola’s European marketing director, said: ‘The UK market is critically important to us, it is the toughest market in Europe with a lot of very experienced consumers and the biggest carriers and retailers – it is a tough play. So we are very pleased to see the Defy is doing so well, and we want to continue that success this year and plan to broaden our distribution footprint.’
Satchwell (pictured) said sales of the Defy internationally were hitting ‘tens of thousands a week.’
He added that the launch of Motorola’s flagship ‘superphone’, the ATRIX, with Orange in Q2 this year would build on what the Defy achieved last year, taking sales and brand penetration to a new level.
He said: ‘We have a series of product launches planned throughout the year. We have a lot of exciting products planned for the second half of the year and increasingly we will bring to market the “product of products”.’
Satchwell pointed to Motorola’s success at CES 2011 in Las Vegas this month as evidence of how its new products stand out in the marketplace.
Motorola’s XOOM tablet won ‘Product of the Show’ while the Motorola ATRIX landed the coveted ‘Smartphone of the Show’ award.
‘The ATRIX is the world’s most powerful cellphone – this is your computer in your pocket. It is certainly going to be extremely successful for us – it occupies quite a different place in the market – as the response so far shows.’
Satchwell acknowledged that Motorola had fallen behind its competitors in recent times. ‘There was a period of introspection as the industry changed and consumers’ expectations changed,’ he said.
However, he argued that Motorola was ahead in the development of the Android operating system. He added: ‘We contributed more than any other manufacturer in taking the platform forward with Google.’
Satchwell said Motorola’s recent restructuring, which saw Motorola Mobility set up as a separate entity, had also energised the division.
‘It feels like a new, young company – everyone is very excited and very focused – it’s a great atmosphere.’