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Finally, we can say that Motorola has reached the smartphone super league. With the announcement of the new Motorola Edge +, after years, the manufacturer seems to have found its way to the development of sophisticated, high-performance devices. To understand this delay, we need to go back a few pages in the company’s history.
From the United States to China
A company is basically a living organism and would be no different with Motorola. With almost one hundred years of history, the company has had many ups and downs, until, in 2011, it was divided into two: Motorola Solutions and Motorola Mobility. As part of that split, the mobile division was sold to Google that same year.
At the time, Big G disbursed $ 12.5 billion to the company, which in 2014 sold to Lenovo for approximately $ 3 billion. The fact that the sale price is four times lower is related to the Motorola patents that remained with Google when the Chinese company acquired the mobile division.
And it is precisely from 2011 that we see some important changes in Motorola’s mobility so that, nine years later, we can have the launch of the company’s first truly Premium series.
Moto G series: the great success
Between 2011 and 2014, Motorola lived the concept of “Android for everyone” within Google. In 2013, the brand announced two main series in its portfolio: Moto X and Moto G. In 2014, we also launched the entry line, Moto E.
The X line was super innovative for the time, as it brought the concept of voice assistant, still new that year, as well as a gesture system to activate services such as the camera and flashlight.
However, the G line proved to be the greatest success of this new era of Motorola Mobility. To give you an idea, eight months after the launch of the first generation of the Moto G, Motorola left the sixth position in market share in Brazil to consolidate itself today as the second largest brand in the country, only behind Samsung (Statcounter). Say, in less than a year, Motorola beat out names like Nokia, LG, and Apple.
According to Thiago Masuchette, Motorola Product Manager in Brazil, the company at that time offered everything that other companies left out of the intermediate lines:
In order for you to have premium features on your phone, you had to either invest a lot or buy a delayed phone. In fact, I had an innovation from 2 years ago at an affordable price, those were the options. Then Moto G came up with the term, widely used by the press, which called it “the best value for money.”
The success of the Moto G series was celebrated in March this year with the announcement that Motorola has sold more than 100 million units of the G models, 40 million of them in Brazil alone. In other words, Motorola is today among the main players in the entry and intermediate categories in the country. However, the same cannot be said of the first-line modality.
Moto Z: the innovative and unsuccessful modular design among the flagships
When Motorola created the G and E series, it embraced the concept of best value for money – a smartphone with up-to-date hardware and software at affordable prices. A revolution, especially in Brazil. However, the Moto X line, despite having a higher technical sheet than the other Moto series at the time, still left something to be desired when it came to racing. Therefore, the X models had to be replaced soon.
In 2016, Motorola Mobility was no longer a Google company, but Lenovo, and the bet was on the Moto Z series modular smartphone project. However, the essence of the project was not in the exchange of components, but in optimizing some of the main features of a smartphone.
Therefore, people who wanted to use the cell phone to amplify the Moto Z speakers, could buy the module created in association with JBL. For those who wanted to optimize the camera experience as much as possible, they had the Hasselblad module available, for example. Unlike the X series, it was announced that the Z line offered a variant with the most advanced SoC of the year, giving the impression that Motorola was competing face to face with the competition in the premium category.
However, the Z line, in fact, could not compete with the Galaxy S or the iPhone, as it was developed with a focus on the modular concept, something basically offered by Motorola and closely related to the idea of an experimental product. . Therefore, Moto Z did not offer the same maturity as the premium models from competitors Samsung and Apple.
Over time, the Z line has been transformed and adapted, and today it is available in specific markets, such as the Moto Z4, the latest model released as part of this family.
Motorola RAZR: the reinvention of the V3, but far from being the best of the line
We are in 2019 and, since Motorola’s breakup in 2011, we have not yet had a series truly capable of competing as a flagship in the global smartphone market. So, almost like flirting in the premium category, the manufacturer reinvented the RAZR V3, now with a folding screen.
Yes, the Motorola RAZR 2019 is the modern variant of the classic V3, which was the best-selling foldable phone in the world. According to one of the leading modern-day smartphone experts, Marques Brownlee, Motorola engineers took the industrial design of the V3 from the early 2000s and adapted its components using all the technology available today, such as the display. foldable, and built the new Motorola RAZR.
In this sense, we can say that the model that was announced last year is basically the realization of what was conceived when the original V3 was designed. So we are not talking about something really new here.
However, for Thiago Masuchette, the new RAZR is one of the most innovative Motorola models and, although its concept already existed in the past, today it is adapted to the reality of the market:
The innovative thing about RAZR is its attractiveness. The Flip model existed in the past, but it was a feature phone, with two blocks, a screen and a keyboard … it didn’t have a full dive. Now RAZR allows you to have this immersion, taking advantage of everything you can do with a smartphone with current technology, without giving up anything. We have mobility comfort again, in the sense of being able to put the phone in your pocket and go out. Today, when we sit down to eat, we cannot leave the phone in our pocket, but with RAZR this is possible.
Although it’s a recent release, the fact remains that folding-screen smartphones are even more for experimentation than for something consolidated.
Edge: the high-end series that was missing from Motorola’s portfolio
Since 2011, Motorola’s mobile division has looked for many ways to revolutionize the market and has certainly changed the status quo of the smartphone trade in Brazil. Until the Moto G line, little was said about updates to the operating system on a cell phone.
Snaps, as the Moto Z series modules were known, offered a new experience with a smartphone, in a smart and easy to carry way. However, they still represented a very experimental and niche project. The same is true with the Motorola Razr 2019.
However, in 2020, Motorola entered the game from competitors and finally put a top of the range on the market, the Motorola Edge +. This phone has iconic specs, meaning the most modern SoC among premium devices running on Android, high-end camera, the latest version of Google’s operating system, competitive RAM and ROM, and above-average battery. In addition, Motorola has chosen to incorporate connection technologies such as 5G and Wi-Fi 6.
Does the device basically have everything that premium smartphones offer today? Yes, and that is what makes Motorola Edge + one of the best.
Interestingly, when Motorola decided to do what all the big players in the market are doing, it did well. It is definitely the “most of the same” that today places the company in the super league of smartphones. Something that Apple and Samsung do very well.
Above all, now, fans of the brand have a chance to do a real upgrade from the Motorola Midline to a Middle range premium, the Edge version, or choose to jump to the high-end Edge + model. Until this launch, this would not be possible in Brazil.
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