Back in 2014, Chinese tech giant Lenovo had completed its acquisition of Motorola, and fast forwarding to a couple of years, Motorola seems to be doing okay, or at least that is what Rick Osterloh, president of the company, is trying to convey to the world. Thus, Osterloh is reassuring everybody that they can expect more Moto E and Moto G mobile devices in the future, and also more Lenovo handsets.
This may sound a bit confusing to some, but basically what Osterloh is saying is that there are now a couple of smartphone brands at Lenovo (the parent company) -- the Moto brand and the Lenovo brand. Motorola will continue producing new mobile devices to add to the current product lineup of the Moto G and the Moto X handsets (flagship devices at midrange pricing), and the Moto E series of smartphones (budget friendly devices). These smartphones will use the Moto branding and logo, and will be the ones to get updated with new features.
So which ones will use the Lenovo branding? Everything else except for the Moto G, the Moto X, and the Moto E. These include the upcoming Project Tango smartphone (Lenovo’s collaboration with Google in producing a location aware mobile device), and recent Lenovo smartphone offerings such as the Lenovo Vibe, a low cost handset targeted to emerging markets in Asia. To simplify, the Moto brand sells midrange smartphones in major markets (but still essentially a sub-brand of Lenovo), and the Lenovo brand sells cheap handsets to markets outside the United States. However, for tablet devices, they will most likely carry the Lenovo brand.
Last month, it was reported that Lenovo had plans to unify its mobile divisions (Lenovo and Motorola) into one single entity, and then replace the iconic Motorola brand name with the “Moto by Lenovo” brand name. Some mobile users, especially those who are fans of Motorola, may have been a bit saddened by the news. Before the dominance of Samsung and Apple, Motorola had quite a run in the smartphone industry, and some even credit the brand as one of the earliest to popularize the use of cell phones, especially with the release of its Razr flip phone around a decade ago. In recent years however, the Motorola brand’s popularity began to wane, and by 2012, was sold to Google, who later decided to sell the mobile business to Lenovo after a couple of years.
So what lies ahead for Motorola, i.e. as a sub-brand of Lenovo? Apart from continuing the Moto G, the Moto X, and the Moto E products, the Motorola team is looking to enhancing better image quality for its phone cameras. Interestingly, the Lenovo team in China is also working to boost the quality of its camera features, which means that a collaborative effort between the two may not be too far fetched an idea.
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