Motorola Mobility is one of the few brands that frustrates me, with such history, such successful brands in the past and such stories to tell and yet it seems to fail to get people excited about much of what it does. Due to this failure Motorola Mobility is currently being eaten up by its competition.

What can they do about this? Well there are four key aspects of their business they need to take care of, these are their advertising, marketing, public relations and business strategy.

Motorola Mobility must embrace their history, look at their past successes and then look towards establishing themselves as future thought leaders. Thought leadership is something that must be achieved if they wish to gain a stronger position in the mobile (cell) phone market and build a strong reputation. The key to being a thought leader is the ability to look ahead, gaze into the crystal ball, recognise upcoming trends, while anticipating threats and opportunities.

As you’re reading this, do you know that Neil Armstrong’s famous first words on the moon were communicated through a Motorola transceiver? and that they created the first truly rectangular colour television, which eventually became the industry standard?

These are all factors that must be embraced and used by Motorola Mobility (MM) when planning their advertising, marketing and PR activity.

Their business strategy must change. Cutting out under-performing products and replacing them with more business orientated products, the old Blackberry professional audience is becoming disillusioned with them. Blackberry’s threat is MM’s opportunity.

— DS —