Despite postng a $397 million loss for the third quarter, Motorola is launching a new $2,000 handset featuring a 62-carat sapphire crystal lens.
The Aura handset cements Motorola’s ambition to make a come back in the world of handset brands.
The brand first hit it big in the fashion handset sector with its Razr offering, but has since failed to come up with a successor. Will the Aura be the brand’s next bit hit?
Unfortunately, we at Brand Strategy think that this new handset will fail to do anything other than create media hype.
Hello Moto – it’s crunch time, and consumers are now spending less money on non-essential items. While luxury brands have managed to so far beat the crunch, they’ve done so because of their presence and success on a global scale.
There are luxury niches for all kinds of products—wristwatches, stereo equipment, office chairs. So it’s not shocking that companies like Motorola offer high-end phones, but will consumers buy into a luxury mobile handset brand?
