Motorola: DEFY Launch

Motorola wanted to compete in the European smartphone market with the launch of its DEFY Life Proof phone, designed to address the issue of breakages due to users dropping phones or getting them wet.

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...

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