Motorola was acquired by Lenovo back in 2014 from Google, and since then it’s been winning back some market share in a fairly competitive environment, but not much. However, the company intends to change this and is betting on the future, believing that its smartphone brand has every chance and opportunity to become the third largest in the world. One Lenovo executive even put his salary on the line by making this statement.
The premium segment is currently dominated by Apple and Samsung and is Lenovo’s next target. Lenovo’s executive vice president and president of international markets, Matthew Zelinski, said that the upcoming foldable Motorola Razr is the company’s attempt to “conquer the premium segment.” “I would bet a salary that in three years we will be number three in the world,” said Matthew Zelinski, emphasizing that he is focused on making Motorola one of the biggest smartphone brands in the world.
This, of course, will be an extremely difficult task, as Apple and Samsung have a combined share of 40% of the global smartphone market, while Motorola and Lenovo held only 4% of this market in Q4. in 2023. This will not be an easy battle for the Chinese manufacturer, although it intends to “grow steadily” until it can increase its market share to 10% in regions that will contribute to the growth of its popularity.
The biggest advantage of the iPhone is that the Californian tech giant has developed a robust ecosystem through the tight integration of hardware and software. Since Motorola will likely continue to rely on the Android platform, building an ecosystem will be a challenge. Instead, Lenovo can introduce price-competitive models in several countries where potential buyers will forego other purchases for one of them.
Matthew Zelinski has not outlined a broader strategy, so his efforts and those of Lenovo will only be seen shortly, when several new Motorola smartphones will hit the market, targeting different price points.
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