Motorola targets 20% share of cellphone market

Mobile phone maker Motorola is aiming to corner 20 percent of the Philippine market this year as it embarks on a major marketing strategy to enhance its product portfolio.

"It’s just a matter of reintroducing Motorola to the Philippine market, but this time with a far superior technology and attractive pricing," Motorola country manager Arlene Amarante said.

She added that from the start, Motorola has been known for its cutting-edge technology, durability, impeccable style, and user-friendly features.

Motorola is currently the number two player in the world handset business, dominating the markets in the US, China and Russia.

Originally founded as the US-based Galvin Manufacturing Corp. in 1928, Motorola has come a long way since introducing its first product, the battery eliminator. It has since become a global leader in wireless, broadband, and automotive communications technologies and embedded electronic products.

Amarante noted that since the 1983 launch of the DynaTAC cellphone, Motorola has revolutionized personal communications, evolving beyond voice transmission to include taking pictures, transmitting images and data, and servicing as personal digital assistant (PDA).

The leader in embedded processor production, Motorola has likewise developed a broad array of microprocessors for a wide range of products – from the first video games to the most advanced digital cameras.

Amarante said Motorola intends to make its presence felt this year through a more pro-active and cutting-edge marketing strategy and stronger distribution channels. "Also count in aggressive advertising and we’re on our way to making a big presence in the Philippine market," she pointed out.

The company recently introduced its newest product, the Motorola E398, the first stereo surround sound mobile phone in the Philippines. It also has a spacious color display, MPEG-4 video playback and VGA camera with integrated flash.

The unit also has a new wireless content created by MTV International exclusively for Motorola. "Motorola and MTV International are answering consumers’ desire for a true to life mobile music experience that easily connects users to the music, videos, artists they enjoy and the information they need," Amarante explained.