Lenovo bets its Motorola smartphone brand will be the third-biggest globally in 3 years


A Motorola Razr Flip Smartphone stored at dispay at the launch occasion of the new Motorola Flip Smartphones, Motorola Razr 40 and Motorola Razr 40 Ultra, in New Delhi, India.

Kabir Jhangiani | Nurphoto | Getty Images

DAVOS, Switzerland — Motorola will possible be the third-biggest smartphone participant in the world in three years, in accordance with a high govt at Chinese tech agency Lenovo, the proprietor of the brand.

Lenovo, the world’s largest private pc maker, purchased Motorola from Google in 2014. In current years, the firm has sought to spice up the brand and place it as a higher-end smartphone participant to compete with the likes of Samsung and Apple.

In 2020, Lenovo rebooted the iconic Motorola Razr as a foldable smartphone.

Matthew Zielinski, govt vp at Lenovo, advised CNBC at the World Economic Forum in Davos, Switzerland, that the firm has circled the Motorola enterprise and “hyper-prioritized” it and that’s now paying off.

“I’d guess a paycheck that in three years we will be quantity three round the world,” Zielinski mentioned, laying out Lenovo’s ambition with Motorola.

Apple and Samsung are the two largest gamers in the world smartphone market commanding round a mixed 40% share.

Motorola and Lenovo mixed had round a 4% market share in the third quarter 2023, making it the eighth-largest participant globally, in accordance with Counterpoint Research. However it has discovered success in sure markets. In the U.S., Motorola is the third largest smartphone vendor by market share. In Latin America, Motorola is the second-largest participant.

Zielinski mentioned the firm will be focused in the way it grows its market share geographically. The govt mentioned Motorola is trying to develop “stably” in the markets it’s in till it reaches 10% market share in these locations which will uplift its market share globally.

Part of the progress technique revolves round the premium phase of the market, in which Apple and Samsung dominate.

Foldable units, like the Razr, are a part of this class given their excessive price ticket. Zielinski described Motorola’s launch of the Razr foldable as “taking a stab at the premium market.”

Zielinski mentioned most of the customers for the Razr smartphone have transformed from utilizing a tool that’s “not Android based mostly.” Android is Google’s cellular working system. The solely different main cellular working system round is Apple’s iOS.

Lenovo’s India push

Zielinski mentioned Lenovo is able to ramp up its Pondicherry, India manufacturing plant if it must.

The Indian authorities has sought to get electronics makers to fabricate their items in India. Apple for instance has ramped up production of its iPhones in India.

Zielinski referred to as India “by far certainly one of the most strategic international locations” for Lenovo.

“We simply consider now that we have made this leap to 5G, the skill to get know-how into the fingers of the lots the place it was harder than earlier than, and having the breadth of portfolio that we have now from the pocket to the cloud, having the forms of conversations we’re having with the Indian authorities, and having native manufacturing and taking a look at placing extra jobs in the nation of India,” Zielinski mentioned.

“We’re going to position as many bets as we are able to as a result of we expect the progress of the Indian inhabitants is improbable, they usually’re great folks.”

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