Lenovo explains Motorola brand changes

Lenovo explains Motorola brand changes

In a post on Motorola’s blog Lenovo reassured fans of the Moto Mobility wasn’t ‘going away’.

The manufacturer said that it intended to shift two points of ‘focus’ significantly at Motorola. This includes a ‘focus on Moto’ instead of Motorola as its primary product brand.

However, in addition to that Lenovo said the new Moto brand would ‘not be the focus’ of its marketing. Adding that it would ‘continue to be used on packaging and elsewhere, so as to ensure that the rich history and association is never lost.’

Streamlined portfolio

Lenovo said that it was working together with Motorola to ‘streamline’ the overall product portfolio.In particular to focus on two sub brands, Moto and Vibe, with the Lenovo name being used ‘to the fullest’ to tie together the different technology segments.

The news comes as something as a surprise considering that Motorola released three new handsets in the autumn of 2015, at the time UK GM Miles Norman told Mobile that the biggest change he’d noticed since re-joining the company was the speed at which they were able to release handsets: ‘The biggest change is probably that the pace at which we’re bringing out devices now is much faster. We’re announcing three devices in one go, which is not something we’ve done in the past.

‘The three products that we’re announcing are not only targeted at entry level and the low tier but are aimed at the mid-tier and even through to high tier at an affordable level. These devices are completely built, designed, and conceived from the Motorola stable. There hasn’t been too much influence apart from knowledge and guidance from Lenovo on those devices.’






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