Getting consumers to migrate from iOS to Android (and vice versa) is not easy, and companies like Samsung and Google have tried various methods to persuade users to do so, with some success. It contains. Motorola may be a bit of an underdog in the Android space these days, but the company has made a major shift in recent years to attract more consumers to its brand, with smartphone sales set to hit record highs by 2024. has reached its maximum. Now, Motorola is seeing the results. Part of the company’s workforce also extends to iPhone users, and company executives told me how the company used the success of the Razr to steal away iPhone users.
A mobile phone you can be proud of
It’s no secret that I’m a huge fan of flip phones, but I feel like the Razr set the standard for what a modern flip phone should be. Not only is the design outstanding, evoking a sense of nostalgia and ingenuity (foldables are still somewhat niche), but the large cover screen is very functional, allowing full use of apps and primary access without opening the phone. Supports selfie from camera. It’s no wonder iPhone users in particular are interested in the Razr, according to Nicole Hagen, Motorola’s head of global product marketing.
I had the opportunity to interview Mr. Hagen during Lenovo Tech World 2024. In it, the company revealed some interesting points about growth while explaining its upcoming Moto AI features. In our interview, Hagen talked about how Motorola started leaning into high-end devices after years of being a major player in the budget space.
“From a brand standpoint, we really started leaning into more premium devices,” she said, adding that Motorola, as it’s known, includes more affordable and accessible phones, “premium,” as Motorola is known. explained that it can be recognized at any price range. “But from a Motorola perspective, we want to make sure we’re giving those consumers a device they can be proud of.”
The 2023 Razr Plus was my first foldable smartphone, and I immediately fell in love with it, using it as my primary device for a year. There were some drawbacks, including battery life, camera quality, and especially the lack of strong water resistance, but they’re all resolved with the new Razr Plus 2024. In addition to a much better camera and a longer-lasting battery, this phone brings. A larger 4-inch cover screen and improved software that improves the experience of using the phone when closed.
In fact, most of my time with my phone is spent while it’s closed, and people, especially iPhone users, are starting to notice this. Often when you’re out and about, strangers or friends approach you curious about your phone. If you’re an Android user, you’re often asked if “Flip” refers to Samsung’s Galaxy Z Flip series. But iPhone users often don’t bother to guess, so I cheekily show them the Motorola logo on the back of the phone and reply, “It’s the new Motorola Razr.”
Of course, just hearing that is enough to get a reaction, especially from those who grew up when the original Razr was all the rage. We usually get more questions about foldable form factors and cover screens, but you can also use apps on the cover screen, take selfies using the external display, or simply slam the phone shut. As such, we will be happy to demonstrate some features. I just dramatically got off the phone with someone.
They’re usually very impressed with what they see, but their enthusiasm dies down a bit when the final comment comes, “But this isn’t an iPhone.” Still, he can see their interest growing, and Hagen says everything Motorola is doing is clearly working.
“For the Razr in particular, we’re seeing a lot of interest, a lot of traffic, not only in conversion sales from iOS, but also from a mobile perspective,” she told me, noting that it’s simply that techies are looking to make the Razr “more visible. A beautiful accessory that can help. “You don’t have to sacrifice style for technology, especially as the Razr franchise is attracting more iOS users.”
smart marketing
Shruti Shekar, editor-in-chief of Android Central, was a longtime iPhone user until recently, when she finally switched to the Pixel 9 Pro. But it was the Motorola Razr Plus 2024 that made her want to return to Android. I like the form factor, cover screen, and design choices. She says Motorola played to its strengths with its Razr marketing strategy, combining nostalgia and trendiness by featuring Paris Hilton for the phone’s launch and using very Gen Z-centric imagery on social media. I wrote a way to balance it.
She also interviewed former iPhone users who decided to make the switch to the new Razr, and one said she felt “a level of awe and excitement for technology that I haven’t felt in years.” . He pointed to the Razr’s nostalgic elements and even said he wouldn’t consider going back to the iPhone even if Apple released a foldable phone.
Jitesh Ubrani, research manager for Worldwide Device Trackers at IDC, acknowledged the changes seen at Motorola since refreshing the Razr series. “Motorola has grown from a pioneering mobile phone maker to a dominant manufacturer to an underdog and potentially a counterculture leader as Gen Z embraces the brand.”Shruti he said in an interview.
Anshel Sag, senior analyst at Moor Insights & Strategy, agreed, saying, “The Razr series is the tip of that spear and seems to be doing the best it can in terms of marketing.”
Gen Z appeal
A phone’s design greatly influences how it is received, and this is where Motorola’s partnership with Pantone, a multi-year deal established in 2022, comes into play. As you may have noticed, the color options for the Razr Plus 2024 do not include black and white, which are usually very safe options for consumers. If you want the latest flagship Razr, the only colors you can choose from are those that stand out. They also all have a vegan leather finish on the back, unlike the standard glass backs found on iPhones and other devices. Hagen said the partnership positions Motorola as a lifestyle brand that offers great-looking devices that reflect trends in fashion and accessories.
“We are very confident that we will be able to ride the trends and offer consumers trending colors, trending materials and finishing at launch.”
As a result of the partnership, Hagen said Motorola is seeing a lot of interest not only from iPhone users, but also from Gen Z, who tend to collaborate. Namerah Saud-Fatmi, Android Central’s senior accessories editor, is the most Gen-Z member of our staff, and she can’t help but gulp down the hot pink Razr Plus 2024. When I asked her how the color relates to the roots of the Razr lineup, she asked: , Maria Jose Martin, Motorola’s director of North American marketing, explained how the Razr was seen as a “status symbol,” similar to how the iPhone is seen today.
“The original RAZR V3 was one of the first devices to become a cultural icon. In the early 2000s, owning a Razr was a fashion statement and a status symbol for the era’s top celebrities and ‘cool kids.’ It was. But this device was more than just an accessory, it was an innovation of its time and truly bridged the gap between fashion and technology. ”
Razr hits again
Hagen wouldn’t reveal numbers, but it’s clear Motorola’s strategy is pushing the company to new heights. According to a recent report from Counterpoint Research, Motorola achieved its highest smartphone sell-through volume in a single quarter in Q3 2024. This follows a trend we’ve seen with the company’s foldable smartphones, which have achieved notable market share numbers.
It definitely helps that the Razr Plus and its cheaper sibling have already had some incredible sales this year, despite only being released in July. Once Black Friday rolls around, there could be even more deals. As of this writing, you can purchase the Razr Plus for a discounted price of $200, which isn’t the cheapest price we’ve seen for this great phone.
In his Lenovo Tech World keynote, Luca Rossi, EVP of Lenovo’s Intelligent Devices Group, also highlighted Motorola’s record growth. Thanks to the Motorola Razr and the company’s flagship Edge devices, Motorola is expected to double its business by 2026. This is great for a company that seemed to be teetering on the brink of worthlessness just a few years ago.
Motorola’s approach to foldable devices is in line with companies like Google, which is focusing on large-screen foldable devices instead of releasing the cheaper Pixel Flip, and Samsung, which is focusing on both types of foldable devices. are significantly different. Motorola has dabbled in other form factors as a concept, but it’s clear the company is focused on what works, and Apple might be wise to take note.
So the next time you’re shopping for a new phone, whether you own an iPhone or Android, you might want to consider buying one of this year’s popular flip phones. As Hagen said, Motorola is committed to creating phones that consumers are proud to own, and we couldn’t be more proud to have the Razr Plus 2024.
