Motorola, one of the iconic mobile phone brands that pioneered cellular communications in the Philippines, is back under the new ‘Moto’ brand.
A recent acquisition of the Lenovo group, Moto aims to recapture its glorious past by offering a new device line-up, attractive enough to pique the interest of the millennials and older generations.
“Moto has been absent from the Philippines for quite a long time. We reinvented the brand, called it Moto, to appeal to younger generation. Our focus is to drive a really good customer experience and make sure that in terms of brand recognition, we remain strong,” said Lenovo country manager for mobile business group Dino Romano.
Dino Romano
Romano described the launch as a new era for mobile phones in the Philippines “because we are bringing back iconic brands.”
Lenovo acquired Moto in 2014 as another product line to help beef up sales of its mobile devices.
One of the previous mobile devices that made an impact, before the Motorola hiatus, was the Lazer, an ultra-sleek phone that combines class with power.
Lenovo’s priority for Moto is to create brand communication that is consistent based on consumer touch points from marketing to products to digital engagements, according to Romano.
In Southeast Asia, Lenovo launched the Moto brand in the Philippines first because of its large consumer base, a proof that the Philippines is one of the most important and fastest growing mobile phone markets in the region.
For the new Moto brand, the company is introducing six new smart phones including the two flagship phones—the Moto Z and Moto Z play.
With the new products, Lenovo hopes to become the third biggest smartphone player. “We have a strong heritage from China but we are a global player. We have bigger ambitions. How we leverage the strengths of Lenovo and Moto will again make us the top third smartphone company in the world,” Romano said.