Could Moto's Android go the way of Razr? Analysts hope not
Schaumburg-based Motorola Inc. this week unveiled another in its new portfolio of Google Android smartphones. This one was called Devour, featuring a touch screen, a keyboard and its MotoBlur application to harness social networking sites such as Facebook and Twitter.
Devour follows Cliq, Droid and Backflip. They're all with the same Android platform and MotoBlur app. But let's hope the Android line doesn't go the way of the Razr, offering just a variation on the same theme until users get tired of them.
Devour does distinguish itself with a new touch-sensitive navigation pad in the lower right corner to navigate widgets and the Internet.
It's also the first Motorola Android smartphone to be carried by Verizon Wireless.
"This fits well with a younger target audience," said J.P. Le Cannellier, senior director of North American marketing based in Libertyville.
Some analysts believe the Devour may be offered at a lower price, compared to the others, so Motorola will have a varied price point to attract different types of users. But no word yet on the phone's price or the day in March when it will be available.
But will the Androids go the way of the Razr? The ultrathin Razr mobile phones were wildly popular a few years ago. But then more and more of them came out with only different cases or colors. The boon soon went bust as users got tired of them. By 2007, the Razr was being offered for free in holiday promotions and lost its cache.
Still, others believe Motorola has been making the right moves now to please users and to turn the company around, prepping it for a likely spinoff.
Motorola's motives have been on target with its Android phones, especially at this early stage in the development of the Android line, said Joseph Beaulieu, an analyst with Chicago-based Morningstar Inc.
"In my view, the Droid itself is going to be their flagship phone, and they will likely offer different models with different functionality at lower price-points," said Beaulieu. "The Cliq and the Devour are two examples. If you take phones at a few different price points, and provide them to multiple carriers in multiple regions, you could get to the target of 20 Android phones reasonably easily."
Motorola's also doing what it said it would do, offering Androids and touch screens with other innovations to capture the Facebook generation.
"They're rebuilding their brand and customer experience," said Jane Zweig, chief executive officer of Columbia, Maryland-based The Shosteck Group, a wireless research firm.
The new Android lineup is "a whole new ballgame" compared to the old Razrs, said Mark McKechnie, analyst with San Francisco-based Broadpoint AmTech.
"Motorola first needs Android as a smartphone operation system to be successful. We think it will be," said McKechnie. "Then Motorola will need to compete with other Androids, such as HTC, Samsung and LG. We think it will be a challenge, but do think Motorola's brand, ability to scale, and history with phones will give them a leg up as a top Android smartphone vendor."
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