Creativity, beauty, accessible quality. Even technology can have a feminine touch, which in these times of smartphone homologation becomes a distinctive sign that pays off on the market. This is demonstrated by the data from Motorola, which in Italy has reached 12% share with a dizzying rise. “And our goal is to double this growth – explains Giorgia Bulgarella, head of marketing of the Lenovo Group company in Italy -: our country, with Poland, is the one that is driving sales in Europe”.
At the Mobile World Congress you chose not to bring new products.
“We have many on the launch pad this year, which is why the company preferred to bring solutions and concepts that demonstrate what we are able to do for consumers”.
Some examples?
“Mainly two: a solution and a partnership. The first is called Smart Connect, a feature that allows integration between tablet, PC and telephone, uniting the three devices as if they were a single one. With a simplified user experience and the ability to work on three screens simultaneously.”
And collaboration?
“We have closed a deal with Gorilla Glass that will bring the ultra-durable screen to all our models at all price points. In recent years we have worked a lot on lifestyle, for example thanks to the agreement with Pantone. But we must provide a beautiful product that is also durable.”
The concept of the “bendable” smartphone was very impressive.
“The leaflet that can also be rolled around the wrist was seen at CES in Las Vegas and we wanted to bring it to Barcelona too. It has an adaptive display and artificial intelligence, and is an example of how the company is moving towards innovation. And then it winks at style, given that with a photo you can transform the background by matching it with your clothing.”
Speaking of artificial intelligence…
“We’ll be there too, of course. We’ll talk about it soon, we’re working on it together with Lenovo. There will be surprises.”
The synergy is now complete between Lenovo and Motorola.
“We have seen it, we see it and we will see it. The ecosystem concept is indispensable, other products dedicated to the business world will soon arrive. We have said it about the mobile share, but computers are also recovering. With the parent company the objectives are clear.”
What benefits will consumers get from it?
“The message is: design, sustainability, quality at reasonable prices. We are also aiming at the young audience, the g84 model shows the countertrend compared to when phones were only white or black. The company wants to experiment with colors and materials to enhance the mid-range for those who don’t want to spend exaggerated amounts to have beautiful and functional products”.
Is all of this shifting the way you are perceived?
“Yes. And the average price is also moving. Motorola has market leader shares below 150 euros on the list price, but in terms of sales volume the mid-range is increasing, and that’s where we want to get to. In a global market that recorded -12% even in the last quarter, this is an important figure”.
So what: is it still right to compete in the premium segment? The one from 1000 euros and up, so to speak.
“It’s an interesting discussion. In my opinion it now makes little sense to go to war with products that give reduced margins that are eroded: this puts the system in crisis. The numbers say that the consumer today changes his smartphone every 28-29 months, whereas before at most it did so after 24. Fewer products are bought, so the objective is to provide more quality at a price that people can afford.
However…
“We are not alone on the market and the competition has become schizophrenic: we often chase quotas without clear objectives”.
What is the remedy, then?
“The industry should reflect and focus on service and value, starting by understanding why the user decides to change phones. Instead, the risk is that it will happen like when someone decided to throw tablets on the market for 50 euros and destroyed the market.”
So what future does the smartphone have?
“Artificial intelligence will be the game changer: it will change the market logic and over time it will become a driving force. The devices have reached a development limit, the software will grow in importance and there will be a rationalization of the hardware. With new profitability systems for companies, with basic and premium services that make the difference. We are obviously ready.”