LIVE TV
ZEE Business
ZEE BUSINESS
हिंदी में पढ़ें  हिंदी में पढ़ें
Live TV
Live TV
  • Home
  • Budget 2021
  • Personal Finance
    • PPF
    • Mutual Funds
    • Income tax
    • EPFO
    • Income Tax Calculator
    • Personal Loan Calculator
    • Car Loan Calculator
    • Home Loan Calculator
    • SIP calculator
    • SWP Calculator
    • MF Returns Calculator
    • Lumpsum Calculator
  • India
    • Companies
    • Property
    • Startups
    • Uidai
  • Economy
    • Aviation
  • Tech
    • Mobiles
    • Apps
  • Auto
    • Cars
    • Bikes
  • Markets
    • Commodities
    • Currency
  • Jobs
  • Indian Railways
  • World
    • Economy
    • Politics
    • Markets
  • videos
  • photos
  • Authors
  • More ...
    • VIDEOS
    • PHOTOS
Read in App
Business News » Companies News

The rise and fall of Motorola: How Lenovo-owned smartphone major failed to cement its position in India

Lenovo-owned handset major Motorola may have become popular in the global smartphone market in recent years but it has failed to cement its position in India, which is the second largest smartphone market in the world. 

  • Twitter
  • Facebook
  • Linkedin
  • whatapp
  • View in App
The rise and fall of Motorola: How Lenovo-owned smartphone major failed to cement its position in India
According to Counterpoint Research, Motorola India's smartphone shipments declined 70 per cent year-on-year (YoY) in 2018. Image source: Reuters
Written By: IANS
Updated: Mon, Mar 18, 2019
08:49 am
IANS
RELATED NEWS
Lenovo to launch new 'Legion' gaming smartphone soon - Check all details here! Lenovo to launch new 'Legion' gaming smartphone soon - Check all details here!
How government’s decision to extend PLI scheme to 10 new sectors will boost local manufacturing, provide required push How government’s decision to extend PLI scheme to 10 new sectors will boost local manufacturing, provide required push
Lenovo Legion Duel gaming smartphone launches in Europe Lenovo Legion Duel gaming smartphone launches in Europe
Lenovo Legion gaming phone to arrive in July Lenovo Legion gaming phone to arrive in July
Sony WH-CH710N review: Designed for those who hate to charge their audio devices Sony WH-CH710N review: Designed for those who hate to charge their audio devices

Lenovo-owned handset major Motorola may have become popular in the global smartphone market in recent years but it has failed to cement its position in India, which is the second largest smartphone market in the world. Once a popular player in the affordable and mid-price segment in the country, the company's phone business is slipping as competition from its Chinese counterparts mount.

According to Counterpoint Research, Motorola India's smartphone shipments declined 70 per cent year-on-year (YoY) in 2018. The brand sunk from sixth spot in 2017 to 12th in the market in 2018. "Motorola shipments declined due to the competitive product portfolio of Realme and Xiaomi. Motorola did not refresh its portfolio as compared to other Chinese players which were offering better specifications at competitive prices," Karn Chauhan, Research Analyst at Counterpoint Research, told IANS.

In August 2015, Chinese tech giant Lenovo announced it would merge its existing smartphone division, including design, development and manufacturing, into the Motorola's Mobility unit. However, the Motorola brand launched devices three times less than other leading brands in India in 2018.

"The brand has not been able to grow at a pace it could have, sheer on its brand value. After the Lenovo-Motorola merger, the brand as well as the portfolio positioning has gone haywire. There was no distinct positioning between the Lenovo and Moto brands," Faisal Kawoosa, Founder and Principal Analyst of market research firm techARC, told IANS.

Watch this Zee Business video here:

"Moto was always seen as a brand for evolved users, something which OnePlus capitalised on. Had the Lenovo-Motorola Business Group (MBG) played its cards well, Moto could have been what OnePlus is today," Kawoosa added. Sudhin Mathur quit in April 2018 as the Head of Lenovo-Motorola Group's Mobile Business in India even as the company was struggling to protect its share in the fiercely competitive smartphone market.

The change in the top management also affected its business in the country, noted Counterpoint. In India, the budget smartphone segment is currently ruled by the likes of newly-emerged Realme and Beijing-headquartered Xiaomi - with Samsung now joining the budget segment with 'Galaxy M' series.

According to Anshika Jain, Research Analyst at Counterpoint Research, "The competitive landscape has changed significantly in the last year. We saw key players gaining share while smaller brands exited the market as competition intensified."

"There has been a sporadic growth of brands in the online space, while Moto continued with its limited push despite increasing competition. The push should have increased according to growing competition," noted Kawoosa.
 

 

Get Latest Business News, Stock Market Updates and Videos; Check your tax outgo through Income Tax Calculator and save money through our Personal Finance coverage. Check Business Breaking News Live on Zee Business Twitter and Facebook. Subscribe on YouTube.

TAGS:
LenovoMotorola
RELATED NEWS
Lenovo to launch new 'Legion' gaming smartphone soon - Check all details here! Lenovo to launch new 'Legion' gaming smartphone soon - Check all details here!
How government’s decision to extend PLI scheme to 10 new sectors will boost local manufacturing, provide required push How government’s decision to extend PLI scheme to 10 new sectors will boost local manufacturing, provide required push
Lenovo Legion Duel gaming smartphone launches in Europe Lenovo Legion Duel gaming smartphone launches in Europe
Lenovo Legion gaming phone to arrive in July Lenovo Legion gaming phone to arrive in July
Sony WH-CH710N review: Designed for those who hate to charge their audio devices Sony WH-CH710N review: Designed for those who hate to charge their audio devices

LATEST NEWS

OnePlus 9 series: Company teases launch on Amazon; check expected date and other details here

LIVE: Gujarat Taluka Panchayat Elections Results 2021: BJP wins 1036 seats - Check latest news updates, seats details here

Disney CEO says households without kids have boosted streaming success

Gold Outlook I Details explained by ICICI Securities

Gujarat Election Result: Another big win for BJP, defeat for Congress! Check latest seats update in local body municipal, panchayat and taluka polls

Bitcoin : Microstrategy and Tesla are moving parts of their corporate treasuries into Bitcoin says CIti Research

Yes Bank Share Price: Experts unveil this money making strategy in this stock

LIVE: Gujarat District Panchayat Elections Results 2021: Check latest local body polls seats, trends, news updates here

PAN Aadhaar Link: Last date is fast approaching! Failing to do this may lead to Rs 10,000 penalty

Heranba Industries IPO: Allotment to be out today I Retail Investors anxious and nervous

  • India News
  • World News
  • Companies News
  • Market News
  • Personal Finance News
  • Technology News
  • Automobile News
  • Small Business News
  • Income Tax Calculator
  • Live TV
  • Videos
  • Photos
  • Author
  • Rss Feed
  • Advertise with us
  • Privacy Policy
  • Legal Disclaimer

Latest Trending Updates

  • EPFO
  • Budget 2020
  • Income Tax Return
  • Auto Expo 2020
  • Home Loan
  • Business News

Trending Topics

  • Income Tax
  • income Tax Calculator
  • 7th Pay Commission
  • Reserve Bank of India
  • GST
  • Latest Business News

Follow us on

zeebiz
zeebiz

Partner Sites

  • Zee News
  • Hindi News
  • Marathi News
  • Bengali News
  • Tamil News
  • Malayalam News
  • Gujarati News
  • Telugu News
  • Kannada News
  • DNA
  • WION
Copyright © Zee Media Corporation Ltd. All rights reserved