Motorola Mobility is an American consumer electronics and
telecommunications company based out of Chicago,
Illinois that was
founded in 2011.
Motorola Mobility is currently owned by
being purchased from
Google in 2014.
Motorola Mobility was formed
after the split of the original
Motorola on January 4, 2011. The split
was structured in that
Motorola Mobility took on the company's
consumer-oriented product lines, including its mobile phone business
and its cable modems and set-top boxes for digital cable and satellite
television services, while
Motorola Solutions retained the company's
enterprise-oriented product lines.
The company primarily manufactures smartphones and other mobile
devices running the Android operating system developed by Google. In
August 2011, only seven months after the split,
Motorola Mobility for US $12.5 billion with the intent to gain control
Motorola Mobility's portfolio of patents so that it could
adequately protect other Android vendors from lawsuits, the deal
closed in May 2012. Shortly after
cable modem and set-top box business to Arris Group. Under Google
Motorola Mobility began an increased focus on the
entry-level smartphone market, and under the ATAP devision began
development on Project Ara, a platform for modular smartphones with
Google's ownership of the company was short-lived. In January 2014,
Google announced that it would sell most of
Motorola Mobility to
Lenovo, a Chinese technology company, for $2.91 billion. The sale,
which excluded all but 2,000 of Motorola's patents and ATAP, its
team-based division who worked on Ara, was completed on October 30,
Lenovo disclosed an intent to use
Motorola Mobility as a way
to expand into the
United States smartphone market.
In January 2016, following the August 2015 merger of Lenovo's existing
smartphone business with
Motorola Mobility, it was announced that the
company would begin to phase out "Motorola" as a public-facing brand,
replacing it with the "Moto" brand used on most of its recent devices,
and Lenovo's "Vibe" brand. However,
Motorola later clarified that the
brand will continue to be used, but marketing will focus on its "Moto"
and "Vibe" brands, whereas the
Motorola full brand name will appear on
packaging and its brand licensees. In November 2016, it was announced
Lenovo would stop releasing smartphones under its own name and
the Vibe brand, and that all future smartphones would only carry the
"Moto" brand and the
In March 2017, the company stated that it would no longer stray away
Motorola name, scrapping the "Moto by Lenovo" moniker in
order to preserve the company's legacy.
1.2.1 Integration with Lenovo
2.1.2 Android range
2.1.3 Atrix 4G, Droid Bionic, XOOM, and Droid RAZR
2.1.4 Moto X
2.1.5 Moto G
2.1.6 Moto E
2.1.7 Nexus 6/
Moto X Pro
2.1.8 Droid Turbo/Moto Maxx
2.1.9 Moto Z
2.2 Smart watches
2.2.1 Moto 360
3 Brand licensing
4 See also
6 External links
Main article: Motorola
Motorola Mobility Logo, from 2011-2013
On January 4, 2011,
Motorola Inc. was split into two publicly traded
Motorola Solutions took on the company's
enterprise-oriented business units, while the remaining consumer
division was taken on by
originally consisted of the mobile devices business, which produced
smartphones, mobile accessories including Bluetooth headphones, and
the home business, which produced set-top boxes, end-to-end video
solutions, cordless phones, and cable modems. Legally, the split
was structured so that
Motorola Inc. changed its name to Motorola
Solutions and spun off
Motorola Mobility as a new publicly traded
On August 15, 2011,
Google announced that it would acquire Motorola
Mobility for $12.5 billion, pending regulatory approval.
Google as being a white knight, since
recently had a fifth straight quarter of losses.
Google planned to
Motorola as an independent company. In a post on the
Google CEO and co-founder
Larry Page revealed that
Google's acquisition of
Motorola Mobility was a strategic move to
strengthen Google's patent portfolio; at the time, the company had
17,000 patents, with 7,500 more patents pending. The expanded
portfolio was to defend the viability of its Android operating system,
which had been the subject of numerous patent infringement lawsuits
between device vendors and other companies such as Apple, Microsoft
The installation of new
Motorola Mobility logo near the main Google
campus, following Google's purchase
On November 17, 2011,
Motorola announced that its shareholders voted
in favor of the company's acquisition by
Google for $12.5 billion. The
deal received regulatory approval from the
United States Department of
Justice and the
European Union on February 13, 2012. The deal
received subsequent approval from Chinese authorities and was
completed on May 22, 2012. Alongside the completion of the
Motorola Mobility's CEO
Sanjay Jha was replaced by Dennis
Woodside, a former Senior Vice President at Google.
On August 13, 2012,
Google announced that it would cut 4,000 employees
and close one third of the company's locations, mostly outside the
On December 19, 2012, it was announced that
Arris Group would purchase
Motorola Mobility's cable modem and set-top box business for $2.35
billion in a cash-and-stock transaction.
In May 2013,
Motorola opened a factory in Fort Worth, Texas, with the
intent to assemble customized smartphones in the United States. At its
peak, the factory employed 3,800 workers. On April 9, 2014,
following the departure of Woodside, lead product developer Rick
Osterloh was named the new president of Motorola.
Google ownership, Motorola's market share would be boosted by a
focus on high-quality entry-level smartphones, aimed primarily at
emerging markets; in the first quarter of 2014,
Motorola sold 6.5
million phones—led by strong sales of its low-end Moto G, especially
in markets such as India, and in the United Kingdom—where the
company accounted for 6% of smartphone sales sold in the quarter, up
from nearly zero. These goals were compounded further by the May 2014
introduction of the Moto E—a low-end device aimed at first-time
smartphone owners in emerging markets. In May 2014,
Motorola announced that it would close its
Fort Worth factory by the
end of the year, citing the high costs of domestic manufacturing in
combination with the weak sales of the
Moto X (which was customized
and assembled at the plant) and the company's increased emphasis on
low-end devices and emerging markets.
On January 29, 2014,
Google announced it would, pending regulatory
Motorola Mobility to the Chinese technology firm Lenovo
for US$2.91 billion in a cash-and-stock deal, seeing the sale of $750
Lenovo shares to Google.
Google retained the Advanced
Technologies & Projects unit (which was integrated into the main
Android team), and all but 2000 of the company's patents.
prominently disclosed its intent to enter the U.S. smartphone market,
and had previously expressed interest in acquiring BlackBerry, but was
reportedly blocked by the Canadian government due to national security
concerns. Lenovo's CEO
Yang Yuanqing stated that "the acquisition of
such an iconic brand, innovative product portfolio and incredibly
talented global team will immediately make
Lenovo a strong global
competitor in smartphones". The acquisition was
completed on October 30, 2014. The company remained headquartered in
Chicago, and continued to use the
Motorola brand, but Liu
Jun—president of Lenovo's mobile device business, became the
On January 26, 2015, owing to its new ownership,
re-launched its product line in
China with the local release of the
second generation Moto X, and an upcoming release of the
Moto G LTE
Moto X Pro (a re-branded Nexus 6) in time for Lunar New Year.
Lenovo maintained a "hands-off" approach in regards to Motorola's
product development; head designer Jim Wicks explained that "Google
had very little influence and
Lenovo has been the same." The company
continued to engage in practices it adopted under Google, such as the
use of nearly "stock" Android, undercutting competitors' pricing while
offering superior hardware (as further encouraged by Lenovo), and
placing a larger focus on direct-to-consumer selling of unlocked
phones in the
United States market (as opposed to carrier subsidized
versions). On July 28, 2015,
Motorola unveiled three new devices,
and its first under
Lenovo ownership—the third-generation Moto G,
Moto X Play, and
Moto X Style—in three separate events.
Integration with Lenovo
In August 2015,
Lenovo announced that it would merge its existing
smartphone division, including design, development, and manufacturing,
Motorola Mobility unit. The announcement came in addition to
a 3,200 personnel job cut across the entire company. As a result
of the change,
Motorola Mobility will be responsible for the
development and production of its own "Moto" product line, as well as
Lenovo's own "Vibe" range.
In January 2016,
Lenovo announced that the "Motorola" name would be
further downplayed in public usage in favor of the "Moto" brand.
Motorola Mobility later clarified that the "Motorola" brand will
continue to be used in product packaging and through its brand
licensees. The company went on to say that "the
Motorola legacy is
near and dear to us as product designers, engineers and Motorola
employees, and clearly it's important to many of you who have had long
relationships with us. We plan to continue it under our parent
In response to claims by a
Lenovo executive that only high-end devices
would be produced under the "Moto" name, with low-end devices being
amalgamated into Lenovo's existing "Vibe" brand,
clarified its plans and explained that it would continue to release
low-end products under the Moto brand, including the popular Moto G
and Moto E lines.
Motorola stated that there would be overlap between
the Vibe and Moto lines in some price points and territories, but that
both brands would have different "identities" and experiences. Moto
devices would be positioned as "innovative" and "trendsetting"
products, and Vibe would be a "mass-market challenger
In November 2016, it was reported that
Lenovo would be branding all
its future smartphones under the Moto brand.
In March 2017, during an interview with CNET,
Motorola Chairman and
President Aymar de Lencquesaing stated that the company would no
longer stray away from the
Motorola name, scrapping the "Moto by
Lenovo" moniker in order to preserve the company's legacy.
Black RAZR V3
Since July 2003,
Motorola released the Razr V3 in the third quarter of
2004. Because of its striking appearance and thin profile, it was
initially marketed as an exclusive fashion phone, but within a
year, its price was lowered and it was wildly successful, selling over
50 million units by July 2006. Over the Razr four-year run,
Motorola sold more than 130 million units, becoming the bestselling
clamshell phone in the world.
Motorola released other phones based on the Razr design as part of the
4LTR line. These include the Pebl U6, Slvr L6, Slvr L7 (more expensive
variant of Slvr L6), Razr V3c (CDMA), Razr V3i (with upgraded camera
and appearance), V3x (supports 3G technology and has a 2-megapixel
camera), Razr V3xx (supports
3.5G technology) and Razr maxx V6
3.5G technology and has a 2-megapixel camera) announced on
The Razr series was marketed until July 2007, when the succeeding
Motorola Razr2 series was released. Marketed as a more sleek and more
stable design of the Razr, the Razr 2 included more features,
improved telephone audio quality, and a touch sensitive external
screen. The new models were the V8, the V9, and the V9m. However,
Razr2 sales were only half of the original in the same period.
Motorola relied so long upon the Razr and its
derivatives and was slow to develop new products in the
growing market for feature-rich touchscreen and 3G phones, the
Razr appeal declined while rival offerings like the LG Chocolate,
BlackBerry, and iPhone captured, leading
Motorola to eventually drop
Samsung and LG in market share for mobile phones.
Motorola's strategy of grabbing market share by selling tens of
millions of low-cost Razrs cut into margins and resulted in heavy
losses in the cellular division.
Motorola capitalized on the Razr too long and it was also slow
adopting 3G. While
Nokia managed to retain its lead of the worldwide
Motorola was surpassed first by
Samsung and then LG
Electronics. By 2007, without new cellphones that carriers
wanted to offer,
Motorola sold tens of millions of Razrs and their
offshoots by slashing prices, causing margins to collapse in the
process. In January 2007, then-CEO of
Ed Zander rode a
yellow bike onto the stage in Las Vegas for his keynote speech at the
Consumer Electronics Show. Zander departed for Dell, while his
successor failed to turn around the struggling mobile handset
division.[not in citation given]
Motorola continued to experience severe problems with its
cellphone/handset division in the latter-2000s, recording a record
$1.2 billion loss in Q4 2007. Its global competitiveness
continued to decline: from 18.4% market share in 2007, to 9.7% by
2008. By 2010 Motorola's global market share had dropped to seventh
place, leading to speculation of bankruptcy of the company. While
Motorola's other businesses were thriving, the poor results from the
Mobile Devices Unit as well as the 2008 financial crisis delayed the
company plans to spinoff the mobile division.
Sanjay Jha took over as co-chief executive officer of
Motorola's mobile device division; under Jha's control, significant
changes were made to Motorola's mobile phone business, including most
prominently, a shift to the recently introduced Android operating
system as its sole smartphone platform, replacing both
Windows Mobile. In August 2009,
Motorola introduced the Cliq, its
first Android device, for
T-Mobile USA. The device also featured a
user interface known as Motoblur, which aimed to aggregate information
from various sources, such as e-mail and social networking services,
into a consistent interface.
A month later,
Motorola unveiled the Droid, Verizon Wireless's first
Android phone, which was released on November 8, 2009. Backed with a
marketing campaign by Verizon, which promoted the device as a direct
competitor to the iPhone with the slogan "iDon't", "Droid Does", the
Droid was a significant success for
Motorola and Verizon; Flurry
estimated that at least 250,000 Droid smartphones had been sold in its
first week of availability.
PC World considered the sales figures to
be an indicator of mainstream growth for the Android platform as a
whole. The Droid was also named "Gadget of the Year" for
2009 by Time. Other Droid-branded devices would be released by
Verizon, although not all of them were manufactured by Motorola.
Motorola released the
Droid X along with other devices such
as the Charm, Flipout, and i1. In July 2010,
Motorola reported that it
had sold 2.7 million smartphones during the second quarter of 2010; an
increase of 400,000 units over the first quarter. Jha stated that the
company was in "a strong position to continue improving our share in
the rapidly growing smartphone market and [improve] our operating
performance." In its third quarter earnings report, Jha reaffirmed
Droid X was selling "extremely well".
Atrix 4G, Droid Bionic, XOOM, and Droid RAZR
On January 5, 2011,
Motorola Mobility announced that the Atrix 4G and
Droid Bionic were headed to AT&T and Verizon, respectively,
with expected release dates in Q1 of 2011. The Atrix was released on
February 22 as the world's first phone with both a Dual-Core Processor
and 1 GB of RAM. The phone also had optional peripherals such
as a Multimedia Dock and a Laptop Dock which launched a Webtop
UI.[not specific enough to verify] On February 24, two days after
the release of Atrix, the company released
Motorola Xoom, the world's
first Android 3.0 tablet, and followed it up shortly afterwards
with an update to make it the world's first Android 3.1 tablet.
In the fourth quarter of 2011,
Motorola unveiled the Droid RAZR, the
world's thinnest 4G LTE smartphone at that time at just 7.1 mm.
The Droid Razr featured
Kevlar backing, the same used in bulletproof
vests, and a
Gorilla Glass faceplate. The phone was very successful
through Verizon Wireless, and many color variants of it were released.
In addition, a Maxx version of the
Droid RAZR with an extended battery
was released at CES 2012. The
Droid RAZR MAXX won CTIA's "Best
Smartphone" award. The company also announced new products by late
2011 and early 2012 such as the Xoom 2 tablets, the motoACTV fitness
watch with Android, and the
Droid 4 with 4G LTE for Verizon Wireless.
Though Jha managed to restore some of the lost luster to Motorola
Mobility, it still struggled against
Samsung and Apple. Even among
Motorola had dropped behind Samsung, HTC, and
LG in market share by the second quarter of 2011. This may have been
due to the delay in releasing 4G LTE-capable devices, as well as
setting the prices of its new products too high. Jha was replaced
Dennis Woodside as CEO by May 2012, when the
Google acquisition was
Motorola released the
Droid RAZR HD (and
Droid RAZR MAXX HD) as its
2012 flagship devices, featuring improvements over 2011's RAZR. A
lower end RAZR M was released, along with an
Intel powered RAZR i.
Through late 2012 until 2013's third quarter, no further devices were
released, except for the lower end RAZR D1 and D3 devices for Latin
Main article: Moto X
In an August 2013 interview,
Motorola Corporate VP of product
management Lior Ron explained that the company will focus on the
production of fewer products to focus on quality rather than quantity.
Ron stated, "Our mandate from Google, from Larry, is really to
innovate and take long-term bets. When you have that sort of
mentality, it’s about quality and not quantity".
Speaking at the D11 conference in Palos Verdes, California, in May
Dennis Woodside announced that a new mobile device
would be built by his company at a 500,000 square-feet facility near
Fort Worth, Texas, formerly used by Nokia. The facility will employ
2,000 people by August 2013 and the new phone, to be named
"Moto X", will be available to the public in October 2013.
The Moto X featured
Google Now software, and an array of sensors
and two microprocessors that will mean that users can “interact with
[the phone] in very different ways than you can with other devices”.
Media reports suggested that the phone will be able to activate
functions preemptively based on an "awareness" of what the user is
doing at any given moment.
On July 3, 2013,
Motorola released a full-page color advertisement in
many prominent newspapers across the United States. The advertisement
claimed that Motorola's next flagship phone will be "the first
smartphone designed, engineered, and assembled in the United
States". On the same day that the advertisement was published, ABC
News reported that customers will be able to choose the color of the
phone, as well as add custom engravings and wallpaper at the time of
In early July 2013, the
Wall Street Journal
Wall Street Journal reported that Motorola
will spend nearly US$500 million on global advertising and marketing
for the device. The amount is equivalent to half of Apple's total
advertising budget for 2012.
On August 1, 2013,
Motorola Mobility unveiled the Moto X
smartphone. It was released on August 23, 2013 in the United States
On September 5, 2014,
Motorola Mobility released the
Moto X (2nd
generation) smartphone. This continued the trend of the company
letting consumers customize their devices through their Moto Maker
website, and added new customization options like more real wood
choices and new leather options. The device itself also got many
bump-ups in specs; with a new 5.2 inch (13 cm)
1080p super AMOLED
pentile display, a faster 2.5 GHz
processor, and an improved 13-megapixel rear camera capable of
4k resolution video with a duel LED flash. The device also
came with new software features along with new infrared proximity
Moto X Play
Moto X Play and
Moto X Style
Moto X Style smartphones were announced in July
2015, and were released in September 2015. Many customers who have
Moto X Pure Editions via Motorola's website have
experienced delays receiving their devices. These delays have been
attributed to issues including: manufacturing issues, lack of parts
needed to complete assembly of custom phones (black fronts, Verizon
SIM cards and 64 GB versions), a possible redesign due to initial
phones having a defect that causes one of the front facing speakers to
rattle at high volume and multiple day delays clearing U.S. Customs at
FedEx's Memphis, TN hub due to issues related to the import
paperwork. .moto x4 in 2017 with 3Gb/4Gb/6Gb RAM
Main article: Moto G
On November 13, 2013,
Motorola Mobility unveiled the
Moto G (1st
generation), a relatively low-cost smartphone. The
Moto G will be
launched in several markets, including the UK, United States, France,
India and parts of Latin America and Asia. The Moto G is
available in the United States, unlocked, for a starting price of
US$179. The device is geared toward global markets and some US models
support 4G LTE. Unlike the Moto X, the Moto G is not
manufactured in the United States.
On September 5, 2014,
Motorola Mobility released its successor to the
2013 version of the Moto G, called the
Moto G (2nd generation). It
came with a larger screen, higher resolution camera, along with dual
front-facing stereo speakers.
On July 28, 2015,
Motorola Mobility released the third generation of
Moto G series, called the
Moto G (3rd generation), in a worldwide
press conference in New Delhi, India. It retained the same screen as
before but upgraded the processor and RAM. Furthermore, it has an IPx7
water-resistance certification and comes into two variants - 1GB RAM /
8GB ROM and 2GB RAM / 16GB ROM. The device also has the latest (at the
Android Lollipop OS v5.1.1.
In May 2016,
Motorola released three fourth generation Moto G
smartphones: Moto G⁴, Moto G⁴ Plus, and Moto G⁴ Play.
On February 26, 2017,
Motorola Mobility released two fifth generation
Moto G smartphones during Mobile World Congress:
Moto G5 and Moto G5
On August 1, 2017,
Motorola added two 'special edition' models to the
Moto G lineup, the Moto G5S and Moto G5S Plus.
Motorola Moto E
Moto E (1st generation)
Moto E (1st generation) was announced and launched on May 13,
2014. It was an entry-level device intended to compete against feature
phones by providing a durable, low-cost device for first-time
smartphone owners or budget-minded consumers, with a particular
emphasis on emerging markets. The Moto E shipped with a stock version
of Android "KitKat."
Moto E (2nd generation)
Moto E (2nd generation) was announced and launched on March 10,
2015, in India. Released in the wake of its successful first
generation, the second generation of the Moto E series still aims to
provide a smooth experience to budget-oriented consumers. It increased
the screen size to 4.5" but kept the resolution at 540 x 960px. It
came in two versions, a 3G-only one powered by a
chipset and a 4G LTE version powered by a
Snapdragon 410 chipset. As
before, it shipped with a stock version of the latest (at the time)
Android 5.0 "Lollipop".
Motorola Mobility marketed the 2nd generation Moto E with the
promise of continual updates and support, "And while other smartphones
in this category don't always support upgrades, we won't forget about
you, and we'll make sure your Moto E stays up to date after you buy
it." However, 219 days after launch
Motorola announced that the device
would not receive an upgrade from Lollipop to 6.0 "Marshmallow".
It was later announced that the LTE variant of the device would
receive an upgrade to Marshmallow in Canada, Europe, Latin America,
and Asia (excluding China).
China and the US carrier-branded versions
of the device remained on Lollipop, with a minor upgrade to
version 5.1. However, the 2nd generation Moto E in the USA did
continue to receive support via Android Security Patch updates until
at least the October 1, 2016 patch for the LTE variant and the
November 1, 2016 patch for the non-LTE variant.
Moto X Pro
Main article: Nexus 6
Nexus 6 was announced October 15, 2014 by
Motorola Mobility in
partnership with Google. It was the first 6-inch smartphone in the
mainstream market, and came with many high-end specs. It was the
successor to the Nexus 5, Google's previous flagship phone from their
Google Nexus series of devices. Its design was similar to the Moto X
(2nd generation) but with a larger display and dual, front-facing
speakers rather than the single front-facing speaker on the Moto X. It
was the first phone running vanilla Android Lollipop, receiving
software updates directly from Google.
On January 26, 2015,
Motorola Mobility announced that they would sell
Moto X Pro in China. The
Moto X Pro was similar to the
Nexus 6 in
terms of hardware, but excluded all of Google's services and
Droid Turbo/Moto Maxx
Main article: Droid Turbo
Droid Turbo (Moto Maxx in South America and Mexico, Moto Turbo in
India) features a 3900 mAh battery lasting up to two days. Motorola
claims an additional eight hours of use after only fifteen minutes of
charging with the included Turbo Charger. The device is finished in
ballistic nylon over a
Kevlar fiber layer and is protected by a water
Droid Turbo uses a quad-core
Snapdragon 805 processor clocked at
2.7 GHz, 3 GB RAM, a 21-megapixel camera with 4K video, 5.2-inch
screen with resolution of 2560 × 1440 pixels. The Droid Turbo
includes 32 or 64 GB of internal storage, while the Moto Maxx is only
available in 64 GB.
Main article: Moto Z
Moto Z (
Moto Z Droid in the United States) was introduced in June
2016. The smartphone features Motorola's MotoMods platform, in which
the user can magnetically attach accessories or "Mods" to the back of
the phone, including a projector, style shells, a Hasselblad-branded
camera lens, and a JBL speaker.
Moto Z was introduced as the thinnest
premium smartphone in the World, according to Motorola, and features a
13-megapixel camera with 4K video, 5.5-inch screen and 4 GB of
Main article: Moto 360
Moto 360 is a round smartwatch, powered by Google's Android Wear OS, a
version of Google's popular Android mobile platform specifically
designed for the wearable market. It integrates
Google Now and pairs
to an Android 4.3 or above smartphone for notifications and control
over various features. The second version of this smartwatch was
released in 2015.
The company has licensed its brand through the years to several
companies and a variety of home products and mobile phone accessories
have been released.
Motorola Mobility created a dedicated "Motorola
Home" website for these products, which sells corded and cordless
phones, cable modems and routers, baby monitors, home monitoring
systems and pet safety systems. In 2015,
Motorola Mobility sold its
brand rights for accessories to Binatone, which already was the
official licensee for certain home products. This deal includes brand
rights for all mobile and car accessories under the Motorola
Zoom Telephonics was granted the worldwide brand rights for
home networking products, including cable modems, routers, Wi-Fi range
extenders and related networking products.
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