Motorola Mobility is investing up to £10m marketing its flagship products the Motorola Atrix smartphone and XOOM tablet, according to Victoria McManus, marketing director at Motorola Mobility UK.
The US company has a substantial war chest which it plans invest in a major marketing campaign in a bid to grab UK market share this year.
McManus says: 'We are committing £10m on marketing for Motorola Atrix and Motorola XOOM'
She adds: ‘From a marketing perspective, we will continue to invest quarter on quarter to drive the Motorola brand in the UK.’
The marketing campaign includes a mix of above and below line support, with a TV ad campaign running until June and a significant focus on digital marketing. This includes a targeted digital out-of-home campaign on transport, in the media and environment and on the London Underground.
McManus says the campaign aims to ‘explain the category changing nature of the phone – it really does harness the power of a PC in your pocket, and along with a unique ecosystem, can be anything from a fully functioning laptop on the move to a media centre in your home’.
She adds: ‘The user proposition for the Atrix is all about converged computing.’
Orange, which has an exclusive deal on the Atrix, has focused on this message. It is promoting the Atrix as ‘the world’s most powerful smartphone’, offering a free Motorola Work and Play Kit and discounts on the optional Laptop Dock.
The launch is proving a ‘huge’ success, McManus says. She declines to give sales figures, but adds: ‘Orange has already increased its order from Motorola. From day one of selling the product it has been one of their most successful launches ever.’
McManus puts the strong performance of the Atrix down to its broad appeal. ‘It is easy to think that this [phone] is just for professionals wanting access to the mobile internet all the time. However, it also appeals to that person looking for the next technological advance, and there is also a wider audience who are embracing convergence. Consumers are often further ahead than we think they are in terms of technology.’
Meanwhile, McManus says sales of Motorola’s tablet, the XOOM, are ‘gathering pace’. She says that the device, currently ranged by Dixons and Carphone Warehouse, will soon be available at John Lewis. Motorola is also in talks with Amazon and ‘another key distributor channel’ about ranging the tablet.
Looking to the future, McManus remains coy about how many new devices the company has in the pipeline, saying: ‘We have a full roadmap of various devices’.
McManus claims Motorola is beginning to make its mark in the UK following its global brand relaunch last year. She says: ‘This time last year we said we wanted to get back into the UK market. People didn’t take us seriously but we have achieved that and we will continue to that same degree in every quarter this year too.’
Motorola’s Atrix and XOOM ad campaign
Motorola has launched a major marketing campaign to promote its XOOM tablet and Atrix smartphone.
The campaign portrays the Atrix as ‘more than just a smartphone’. It is combined with a series of TV adverts showcasing the XOOM.
Demonstrations of the Atrix are taking place in transport hubs across London, including Paddington train station.
Commuters carrying heavy laptop bags are ‘tagged’ by a team of demonstrators and offered a massage to ease their aching shoulders along with a demonstration of how the Atrix could help reduce the weight of their bag.
The Atrix campaign began earlier this month and will run until the end of next month, supported by ads in VOD networks and a takeover on film sites such as Blinkbox. The XOOM TV adverts have also been running since the beginning of May. The ads were created by Ogilvy in conjunction with Motorola.
The Motorola Atrix is available exclusively on the Orange network, while the XOOM can be purchased from selected retailers including Currys, PC World, Carphone Warehouse and Best Buy.
The Motorola Atrix
The Atrix launched exclusively on Orange earlier this month. It is available for free on a two-year, £35 per month contract with 600 minutes, 750MB of data, unlimited texts and Wi-Fi and 50 MMS.
The handset features a dual-core processor which delivers up to 2GHz of processing power. As a result, the Atrix is capable of opening webpages at twice the speed of most other smartphones. The phone has been designed to act as a primary ‘digital hub’ for creating and editing media content on the go. It also features a biometric fingerprint reader for easy unlocking of the phone.
The device runs on the Android OS and offers a webtop application that runs a full Mozilla Firefox 3.6 browser and supports Flash Player for rich graphics, animation and video.
Motorola has also developed two companion accessory docks for purchase separately.
The XOOM tablet
The XOOM 3G features a widescreen HD display, a front-facing camera for video calling and 32GB storage. It costs £579.99.
Carphone Warehouse and Best Buy customers will also be able to purchase the tablet on a new £25 per month tariff from Talkmobile for a limited period. The 24 month contract will include unlimited internet and cost £199.99 upfront.