David Beckham. Paris Hilton. Bono. Anyone who was anyone in the early 2000s owned a Motorola Razr. With its smooth edges and metal keyboard, it stands out from many conventional flip-phones. And it was not just for the elite. In four years, the stylish, ultra-thin handset sold 130 million times to become one of the most popular and well-known pieces of technology of all time.
Then came Apple's iPhone and destroyed it along with the memory of so-called dumb phones.
More than a decade later, Motorola, which invented the mobile but works in the dark of the mobile device, is experiencing a comeback with a revamped Razr. It combines the retro clamshell design with Google's Android software and an innovative foldable touch screen display that gives the classic flip phone a new twist. CNET reviewer Jessica Dolcourtas "Streamlined, absolutely pluggable, nostalgic, with a sharp futuristic edge."
"Motorola President Sergio Buniac said in an interview before today's launch.
With $ 1,500, the new Razr is too expensive to handle even premium cell phones like that But the Bunjac and the company are hoping that its ability to stand out from the crowd, will get Motorola back on track and delight consumers with Foldable.
We could use the jolt Foldable Mobile phones arrived early this year with great hype and high expectations, designed to revitalize the wireless world and represent a potential change in the way we use our mobile devices. "The new category should also serve as a bridge to the nature of mobile devices Serving sci-fi technology that we see in movies like Minority Report or shows like Westworld.
That did not happen. Concerns about the durability caused by the early defects of the Samsung Galaxy Fold and the delayed launch of the Huawei Mate X were even more exciting. Even Motorola missed its original goal of a. The company will pre-order as of December 26, and Verizon will launch the phone in January as a lifetime exclusivity in the US. It will come out somewhere else next year.
Outstanding prizes do not help. The Razr costs five times the average Moto G7 cell phone. And that's still a bargain compared to the $ 1,980 Galaxy Fold or $ 2,400 Mate X.
Unlike the two devices that are positioned as the future of their respective franchises, Motorola resorts to one of its best-known icons to enter the market for super-premium smartphones. It is to be hoped that the nostalgic chords it draws on, combined with a seamless 6.2-inch display (when unfolded) and a compact design (when folded) not only for the Razr, but also for attract attention to its larger cell phone stall.
Motorola, which accounts for around 3% of the mobile phone market, is on the upswing. The company now specializes in cheap phones, so the price remains a question. It is unclear whether this name, beloved by an older generation of consumers who grew up with flip phones, is even registered by a majority of younger users who own the first iPhone as the iconic phone [19659002ansehen] Then there is the question of durability.
Motorola and Lenovo have great ambitions with the Razr. They have completed a unique bet on foldable screens, which makes the device smaller than Samsung and Huawei devices that fold into larger tablets, "says Avi Greengart, analyst at consumer research firm Techsponential." All that Motorola Doing to overcome the clutter and remind people that they are still making desirable phones will only help. "
Back to the Future
says Mike Jahnke, global industrial designer at Motorola.
I'm talking to the 21-year-old Motorola veteran at the telephone manufacturer's headquarters in the historic Merchandise Mart building in Chicago. Jahnke is wearing a purple patterned bow tie and a matching sweater, which pops up behind him in front of the different colored Razr phones.
As one of the designers of the original Razr, Jahnke tells stories about run-down celebrities when requesting special variants of the folding phone. The device was lifted as a status icon after Motorola made the bold move to put a special black edition of the Razr in the pouches of the Academy Awards 2005. Shortly thereafter every power player had to have one – just to his liking.
Tennis star Maria Sharapova had her own Signature Edition. Motorola created versions for the Miami Ink TV show and Dolce & Gabbana. Bono requested a red variant for his charity Product Red.
After initial deployment as the $ 600 exclusive supplier to Cingular, Motorola added new carriers and variants and lowered its price.
Motorola, according to Neil Shah, took on the then daunting task of making a flip phone cool and accessible.
Until 2006, the company owned more than a fifth of the world market for mobile phones. a counterpoint research analyst. The Razr produced a series of counterfeit, thin phones from competitors such as Samsung and Sanyo's Katana. Motorola tried to track the success of the Razr with cell phones like the Rizr or the Slvr, which had a similar aesthetic. Football legend David Beckham was the face of the Razr 2.
"Everyone else was struggling to catch up," said Roger Entner, Advisor at Recon Analytics. "The copycat devices have made the Razr a more iconic device."
A year later, Apple CEO Steve Jobs released his iPhone. And Motorola's slow and steady slipping into irrelevance began.