Lenovo Reveals Moto Strategy for 2016

[cdmagurus.com]

At an event at Mobile World Congress this week, Motorola unit President Rick Osterloh gave an update on the integration of Motorola Mobility into Lenovo, and gave new information on some future plans. The mobility unit of the company is now profitable. The company has integrated Motorola and Lenovo mobile design, engineering, and manufacturing teams, combining best practices from both. Former Motorola designers are working on an all-new, unified design language for the company's Vibe line of phones, while continuing to work on new Moto X, Moto G, and Moto E models. The company also plans to expand Moto Maker to allow even greater customization of phones, although there are no plans to bring a Moto Maker assembly facility back to U.S. soil. Moto and Vibe will continue as separate brands, each with a unique identity and focus. Moto phones are intended to be innovative phones for "trend-setters", while the Vibe line will continue to focus on value. The company is integrating hardware and software platforms in all "behind the scenes" aspects, however. This will allow it to consolidate component procurement and achieve better economies of scale across both the Moto and Vibe lines. The company expects to present a "fully converged" portfolio of Moto and Vibe phone models by mid-summer 2016. The company is still working on a more unified brand strategy for the longer term.


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