Motorola revives market approach

With three new smartphones.

In a bid to increase market share and climb the global smartphone ladder, Motorola announced three new smartphones to its portfolio at an exclusive media event in Sydney last week.

With a thinner, lighter design and faster performance, the second generation Moto Z2 Play features an all-metal unibody with 5.5 inch full HD Super AMOLED display. The new Moto E4 boasts a vibrant 5 inch HD display, elegant metal design, a quad-core processor and 4G speed. It has an 8 MP auto focus camera and 5 MP front camera. Available in pearl white or starry black, the Moto C features a long-lasting 2350 mAh battery, quad-core processor and 4G speed, in addition to its 2MP front-facing camera with a selfie flash, and separate 5MP rear-camera and LED flash.

Moto Z2 Play

The Moto Z2 Play and Moto E4 are now available at Harvey Norman, The Good Guys Stores, Officeworks and independent retailers for $699 and $249, respectively. The Moto C is available through these channels, in addition to Woolworths, Coles and Australia Post for $149.

Commenting on the new smartphone additions and the company’s goal to comfortably sit in third position of the global smartphone market was Motorola Australia general manager of sales, Danny Adamopoulos (pictured below).

“Motorola has been through a journey over the past 18 months as we revive our market approach here in Australia. From a rebranding perspective, we want to reinvigorate the brand. Globally, we sit in the number four smartphone position but our aspiration is to be a solid number three. Here in Australia, we have slowly been creeping up the numbers, from 11 to seven, and hopefully this quarter we jump up further.

“With the Moto C (RRP $149), we have never had a product at that price tier. Now that we are coming back into that space, Australia Post, its retail channel and its customers, are generally more senior and resonate well with our brand.

“Our biggest challenge is that most consumers aged over 40, know Motorola well, but consumers aged between 25 and 30, resonate more with Nokia, as it may have been a hand-me-down or their first phone. Our mission is to target the under 30 age group, so in addition to being visible out-of-home with our marketing activity; we are investing in a massive online digital campaign across Twitter, Facebook and Instagram.

“We will also be in Australia Post catalogues and on digital billboards in shopping centres, tagging our key retail partners, including Harvey Norman and JB Hi-Fi. We will invest in radio advertising for the Moto G and we are waiting for the Taylor Square billboard to become available at the end of the year. We want to be bolder, brighter and more visible.”

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