In an interview with CNET, the Chief Operating Officer of Motorola, Rick Osterloh, said that the Motorola brand will eventually be phased. The firm was purchased by Google back in 2011 and subsequently sold to Chinese electronics company Lenovo in 2014.
Motorola has in recent times had varying success. It’s been praised for its stock Android, but high-end “Moto” devices have not been able to make any dent in the fortunes of Samsung or LG for example.
The branding change is said to be part of a wider re-org in which Motorola will take over Lenovo’s phone business. Lenovo will keep the shorter “Moto” brand to indicate the high-end premium devices. For example, current flagship devices will ultimately be branded as Moto X by Lenovo in the future. The M symbol will still be used, but there will also be more of the blue Lenovo logo used in marketing and product packaging.
Lenovo will introduce new flagship phones under the Moto brand and will introduce the devices into all markets. The Lenovo’s current “Vibe” budget phones will also be introduced into more higher end markets, while the fate of the well-received smartphones, the Moto G and Moto E, are currently unknown.
Larry Banks is a keen follower of technology and finance. He has worked for a variety of online publications, writing about a diverse range of topics including mobile networks, patents, and Internet video delivery technologies.