Motorola is looking to make waves in the Australian smartphone market by launching new handsets at a range of prices.
The Moto C will retail at $149, while the Moto E4 will be priced at $249. The Moto G and G5 Plus will cost $299 and $399 respectively, while the Moto Z2 Play will cost $699.
Furthermore, Motorola is expanding its range of Moto Mods, add-ons that enable a compatible phone to be converted into the likes of a super-zoom camera, a boombox and a projector.
These new product launches give Motorola the chance to tap into different segments of the smartphone market, from people looking for budget handsets to those wanting a more high-end option.
Commenting on the new devices, senior director of product operations Danny Adamopoulos said they are “amazing”, ITPro reports.
“They let us capture, listen, watch, play and connect in ways we never imagined,” he commented.
“We are further redefining the possibilities of smartphone usage with Moto Mods as we believe it’s time to disrupt the market and re-imagine what’s possible.”
Mr Adamopoulos noted that the attachment rate in Australia is the second highest in the entire Asia-Pacific region.
As a result, he is confident that this market is ripe for growth in the coming years.
“You will see more and more Mods,” he predicted.
“This week, it’s the new turbopower pack for fast battery charge, a style shell with wireless charging and a beefed up JBL SoundBoost speaker ($159).
“But more importantly, the new Z2 is 15 per cent thinner and 12 per cent lighter and all Mods have a guaranteed three-generation forward and backward compatibility to protect your investment.”
Motorola targets growth in Australia
The fact that Motorola is actively targeting different segments of the smartphone market at the same time shows a clear sense of ambition.
Indeed, Sridhar Ramaswamy, marketing director at parent company Lenovo, believes the time has come for Motorola to make the most of the brand equity it enjoys.
“There is a lot of awareness in Australia and elsewhere, a lot of nostalgia, and a lot of brand recognition,” he said.
“We are growing rapidly – 20 per cent quarter-on-quarter. We are the number one challenger brand right now. Our aim is to be the number three global player and we will get there.”
However, Mr Ramaswamy said it can only achieve this goal if it makes models that cater to the whole market and offer the quality and reliability that people would expect from the brand.
It'll be fascinating to see how successful Motorola's efforts prove to be in the face of strong competition in the budget, mid-range and high-end segments.
But this latest product rollout is certainly a statement of intent, so we wouldn't bet against it yielding great results.