Motorola to launch fewer phones in 2012
It seems kind of funny that Motorola CEO Sanjay Jha has said that his company will release fewer phones in 2012 in spite of the fact they finished 2011 with multiple new devices in rapid succession. The DROID Bionic, which we reviewed and really liked, remained Moto’s flagship device for only s short time as the release of the very impressive DROID RAZR, just recently reviewed was released. Either device is sure bet on Verizon’s speedy 4G LTE network, but I would have to give the nod to the RAZR. It’s too hard to resist it’s KEVLAR and Gorilla Glass goodness.
But as CES, The Consumer Electronic Show continues to dish out new products to the masses, we recently learned that Motorola would release a RAZR MAXX to the lineup as well. Originally when we learned about the RAZR MAXX, we thought it would get the 1.5GHz dual core processor, larger screen, and almost certainly more power with a bigger battery. Well, we were only part right as the RAZR MAXX will only sport the larger battery. Is this an admission of how poor the battery life really is? The Smart Actions app seemed to be the best solution by Moto for this and not to release a new device with a bigger battery.
So has Motorola had an epiphany , and now knows that more may not necessarily be better, and to take a page from Microsoft’s playbook and realize that marketing is in fact necessary? According to Jha:
“A lot of products that are roughly the same doesn’t drive the market to a new place,”
Sanjay goes on to say that:
“I made this decision independent of what the others will do,” he said. “We’re doing what we think is the right thing.”
It looks like from his statements that the fewer ideas coming to market for Motorola will allow them to better market the products they have. Jha also said that that the Bionic was delayed and that was the reason it got released so close to the RAZR. Between the keyboard version DROID 4, the Bionic, and now the DROID RAZR, Moto should have some good products to carry itself through much of 2012. It still seems unlikely to me that the lure of specs, especially with the 1.5 GHz dual core processors out, that Moto won’t somehow need to release or update these products again before even a 6 month life cycle is up.
Eventually, all OEMs will need to pull back the throttle on new releases, as the “new phone a month” approach simply can’t be sustained from a development/manufacturing point of view. And as brick & mortars only have X space to display phones, with these rapid fire releases a device might realistically only spend a few months on shelf at best.
And not all that bad for the consumer either, as OEMs can put more effort into fewer releases, possibly addressing bugs before they get to the forums. Also, satisfaction knowing you have a “best in class” device for maybe three or four months is not a bad thing.
I’d like to see yearly releases in different price points, ala the auto industry and following Apples lead.
I think that’d be the most effective, technologically and monetarily.