Motorola: DEFY Launch
Principal author: Frank Durden, Ogilvy & Mather Advertising
Introduction
This paper describes how the Motorola DEFY90™ became the most successful mobile phone launch for Motorola in Europe since the RAZR. It tells how a necessary but seemingly boring technological advance – the introduction of features built into a mobile phone to counteract increasing carrier pressure about device breakages – was communicated in a way that not only made this a desirable phone for consumers, but also persuaded the network carriers of its potential. It describes how a seemingly spurious piece of industry data showing the time...