Motorola Keep Fighting on All Competitive Fronts

By Don Reisinger  |  Posted 2010-07-07 Email Print this article Print

5. Talk about other benefits

As appealing as it might be to simply talk about the iPhone 4's antenna issues, Motorola's efforts to downplay the significance of the iPhone 4 must go beyond that. The company needs to find other places where its smartphone is better than Apple's. If that means highlighting the device's big display, then so be it. If Motorola believes Android is a better mobile operating system, then it should make it clear in all its advertising efforts. The iPhone's antenna issue is a problem, but it's not big enough for everyone to run to the Droid X. Motorola can't forget that.

6. Draw attention to other iPhone 4 flaws

Following that, it's also important for Motorola to highlight other flaws with the iPhone 4. Sure, the antenna is a biggie, and talking about some of the Droid X's features that are better than the iPhone's is a good start, but Motorola must also talk about flaws it finds with the iPhone's hardware and software design. A major issue is the lack of Flash, which, after Android 2.2 is made available to Droid X users, the Motorola smartphone will support.

7. Lead the charge

Motorola isn't competing in a vacuum. The company has several other competitors that are also doing their best to highlight the iPhone 4's antenna problems. Regardless, Motorola must lead the way in effectively advertising why its product is better than Apple's. In today's mobile market, the competition is fierce. And the winner, regardless of the quality of its product, will find a way to do the best job at making consumers aware of the iPhone's flaws and highlight all of its product's benefits. That must be Motorola. If it isn't, the Droid X won't have a shot.

8. Announce the Droid 2

There is speculation that Motorola isn't quite done announcing new phones. When the company announced the Droid X, it was quick to point out that its Motorola Droid would still be available to those customers who didn't want the latest and greatest smartphone, but did want a physical keyboard to go along with Android. As soon as that happened, speculation erupted over whether Motorola would soon offer the Droid 2, which will be the first major follow-up to the original Droid. The Droid 2, rumors suggest, will feature a physical keyboard, like its predecessor. Motorola should announce the Droid 2 now. The time has come to capitalize on the iPhone. And showing off yet another phone that does something better than Apple's smartphone is a good first step.

9. Use Google as a guide

In order to be successful with its anti-Apple ploy, Motorola must make it clear that Google is backing its efforts. Try as it might to enter the pantheon of tech greats, Motorola just isn't on the same level as companies such as Google and Apple. In most cases, consumers won't trust a product from Motorola over Apple. But if Google is backing the product and Motorola can use Google's name and influence in its commercials panning the iPhone 4, the company might have a much easier time appealing to customers.

10. Put down other competitors

As appealing as it might be to target Apple, Motorola can't forget that there are other competitors in the marketplace that are vying for its market share. Realizing that, the company needs to create a value proposition for customers that trumps both Apple's and the rest of the competition. It can't do that if it doesn't spend time talking about the issues it sees with other products on the market. Motorola is not competing with just Apple. The company is against every other vendor. And it needs to capitalize on the issues with other products just as much as those in Apple's device.


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