
When I was strolling in a shoppping complex after dinner, I came across the new low-end handset by Motorola, the Motofone, as shown above. This phone has a retail value of RM199 (~ US$55) for the original set. I saw price that went as low as US$32 in some foreign websites.
Here we have Motofone, the latest phone from Motorola that aims to wage war on the low-end (aka cheapo) markets. However I can see a few problems with this approach:
- This destroys the hard-earned cool-gadget brandname won by the Razr family. Consequently when people mention Motorola handsets, words like 'cheapo', 'tacky', and 'low-end' come into mind faster than I can say "Mary cooks the little lamb".
- The low-end market has very little head room for profit margin.
- Existing handphone owners wanting to upgrade/replace/get one more phone
- New customers
Will Motofone and family appeal to the cash-cow group?
"Look guys, I just got a new cool Moto handphone, it has monochromatic six-segment-display-ish screen, and..., and..., well, nothing else. Hey, better still it comes with Walmart's everyday low-price guarantee."
Here Motorola is targetting the new customers in developing countries. Yes the markets are largely undeveloped, but in order to win, a company must have extremely strong cost-control for a profit, and hoping other handset makers will not jump in (especially companies with significant cost advantages). In other words, low-end market is a bone with abysmally thin of meat attached. Motorola is chewing this bone and trying to scrape every bit of meat in sight. It gotta chew tonnes of these to get a decent meal.
Disclaimer: Though I am quite sarcastic and cynical on the company strategy, personally I do think Motofone is a good start for handphones: it is just a plain, simple phone equipped with the necessary features: phone calls, sms, long battery hours. This is what I want from my handphone. Do I need more? No.