Motorola plans relaunch

31 May 2013

RANCHO PALOS VERDES: Motorola plans to relaunch its entire product portfolio in the coming six months, including Moto X, a "hero" smartphone to compete with the iPhone and Samsung Galaxy S4.

Dennis Woodside, chief executive officer at Motorola Mobility, the Google subsidiary, made the announcement at the D11 conference, organised by All Things Digital. He explained that sensors such as gyroscopes and accelerometers would be constantly powered and enable the Moto X to anticipate people's needs; for example, open a camera app on being taken out of the user's pocket.

"It's more contextually aware of what's going on around it. It allows you to interact with it in very different ways than you can today with other devices," said Woodside.

He added that Motorola saw an opening in building high-quality, low-cost devices, pointing out that existing leading smartphones cost as much as $650 and earned 50% margins. "That is not going to persist," he said.

Motorola's announcement came shortly after new research which highlighted the increasing amount of time Americans spend on their smartphones – almost an hour a day – and revealed that much of this involves activities that do not require a smartphone's facilities.

Most of this time was spent talking (26%) and texting (20%), followed by social networking (16%) and visiting websites (14%).

A further breakdown of the figures from Experian Marketing Services, and reported by Marketing Charts, revealed that iPhone users spent 1 hour 15 minutes with their devices compared to the 49 minutes of the average Android user.

Android users were more likely than iPhone users to spend their time talking, 28% compared to 22%, but spend less time texting, 16% against 22%. Android users were also more likely to visit websites, at 16% against 12%, but both spent proportionately the same amount of time on activities such as social networking (16%) and gaming (8%).

Just 2.3% of smartphone owners were found to watch video on their devices on a typical day, far behind talking (79%), texting (76%), visiting websites (62%), emailing (62%), and social networking (52%).

Data sourced from All Things Digital, Marketing Charts; additional content by Warc staff