Scott Durchslag, corporate vice-president of strategy and business development for Motorola’s personal communications sector (PCS), made this bold announcement during his recent visit to Manila. To date Nokia controls 75 percent of the local handset market. "It’s unnatural that Nokia has dominated the market because no one offers customers a choice," he pointed out.
At the height of the popularity of the analog cellular phone, Motorola, with its Startac model, had been the foremost handset supplier in the cellular mobile market in the country.
Durchslag admitted that Motorola became "dominant and arrogant," and failed to cope with the expectations and demands of the digital mobile phone handset market.
Now, the American handset manufacturer intends to relearn the market and offer a choice to consumers. "Flexibility will be our edge over Nokia. Our phones can be customized and every model will have one thing unique in their designs," he emphasized.
Motorola phones will be affordable as well. Their entry level phones, designed to have the appearance of high-end phones, will retail for P10,000. The most expensive phones, with BlueTooth capabilities, integrated camera and advanced polyphonic speakers will sell for around P20,000, according to PCS country manager Arlene Amarante. The new phone models will soon be available in the local market.
Motorola has a five-pronged strategy to be the Filipino consumers’ alternative handset. "We are partnering with key operators and distributors," according to Durchslag. "We will achieve cost competitiveness, optimize consumer experience, build a brand to win the next generation users, innovate and integrate through our partnerships." – Mary Ann Reyes