Motorola targets the US for future growth after Latin America success

Motorola targets the US for future growth after Latin America success
Motorola has set its sights on international growth going forward. In recent years, the Lenovo-owned brand has seen huge success in Latin American markets, with the company recently choosing to launch its all-new Moto E5 and Moto G6 devices in Brazil in order to capitalize on its popularity. Going forward, however, Motorola will be focusing on growth in other markets, not just Latin America.

Speaking in an interview with AndroidCentral, Motorola’s President Sergio Buniac revealed the company’s next focus will be the US. After all, Motorola, which is also one of the biggest brands in India, has grown to become the biggest unlocked smartphone vendor in the market, and its President believes it can continue to grow even bigger than this by imitating the strategy introduced in Latin America. There, Motorola has attained positions of either number one or two in up to seven countries, and the company’s overall growth last year reached 40%, an amazing achievement considering the market average of 2%. In addition, the brand has also increased its popularity in the upper mid-range segment, going from a market share of just 4% to a very respectable 30%. Nevertheless, Buniac noted that the company’s goals are always long-term investments and commitments, and that, going forward, Motorola will be focusing on more consistent software updates and better retail services.

In regards to how all of this will fit into the US market, Motorola will be working closely with its North American VP Rudi Kalil in the hope of reaching the top 3 position overall – the brand currently sits at number 5 – with future growth coming from the recent Moto G6 series and future Moto Z and X devices. He also stated that Moto Mods will not be going anywhere in the near future, while also hinting at large-screened Moto Z devices and a few "very exciting" announcements coming this year.

In Motorola’s current state, the brand is certainly on the right path, with 2017 growth reaching 50% in the US. Over the course of the next few years, however, consumers can expect a much more simplified product lineup that will increase focus on the most important models in each region.

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14 Comments

1. Linn_Drum

Posts: 79; Member since: Mar 21, 2018

The only major downside to Motorola, as everyone knows, is their lack of timely updates. Sort that out and I'm sure they would be pretty much back on for "future growth"? How hard can it be? Just learn from the likes of Nokia.

9. ijuanp03

Posts: 617; Member since: Dec 30, 2014

Motorola has been timely with their updates (not security update but Android version) compared to companies like Samsung or LG or even Nokia. My Moto X4 got the Oreo update since late last year. Nokia 6 got Oreo on this year so your point is invalid. THIS is the reason why I still keep on buying Motorola phones. Add to the fact the almost stock OS and very good build quality.

11. Sammy_DEVIL737

Posts: 1529; Member since: Nov 28, 2016

Moto X4 is a Android one smartphone whereas other phones like G series and E series phones still aren't getting any updates.

14. LoveHater

Posts: 234; Member since: Oct 09, 2013

"Updates better than Nokia " ,,,,, lol ,,,,, ITs no where Nokia in terms of Updates .

2. sgodsell

Posts: 7459; Member since: Mar 16, 2013

The Moto G5's are getting Oreo. As a matter of fact some have already received Oreo. The real problem is North American carriers like to put their crap on the devices as well. Get rid of the carrier control first. If you bought the Motorola devices directly unlocked, then you most likely already have Oreo.

5. Linn_Drum

Posts: 79; Member since: Mar 21, 2018

Can't you guys that live in the USA just buy it unlocked and sim free? Makes sense to do that to stop all that extra crap that the clueless carriers put on their phones. Good to hear about the unlocked G5 Oreo updates.

13. Kunalsethi50

Posts: 3; Member since: Jan 17, 2018

Moto has not rolled out Oreo for Moto G5 Plus, check your facts before posting. Moto brand under Lenovo is worst company for offering updates

3. rouyal

Posts: 1583; Member since: Jan 05, 2018

I'd suggest supporting nfc, and provide a compact option. There's a reason the 4.7" iPhone and smaller Galaxy S are best sellers here. I can't see their current large only offerings capture much market

6. Linn_Drum

Posts: 79; Member since: Mar 21, 2018

There must be some reason that Motorola don't include NFC on their phones in the USA? I'm guessing the demand isn't there like other countries? But it's certainly handy to have and what about the people that do like it? Don't they also count? But making a smaller, compact phone is certainly a good idea.

4. MuddyCow

Posts: 90; Member since: Oct 09, 2014

Motorola "owns" Latam because Xiaomi and HMD have not given enough interest, we'll see how it goes once they step up their game.

8. ijuanp03

Posts: 617; Member since: Dec 30, 2014

Xiaomi gave interest and tried to replicate their online flash sales approach. It didn't work and backfired. LATAM is a completely different market and Motorola has gotten hold of this region. Samsung may still be no.1 but Motorola keep on increasing their market share.

7. ijuanp03

Posts: 617; Member since: Dec 30, 2014

Motorola has been timely with their updates (not security update but Android version) compared to bigger companies like Samsung or LG. THIS is the reason why I still keep on buying Motorola phones. Add to the fact the almost stock OS and very good build quality.

10. MOTOREZOID

Posts: 121; Member since: Jul 21, 2015

OS fluidity, durable design and high quality radio are unique to Motorola. delaying in updates is a major issue for all brands.

12. Sparkxster

Posts: 1240; Member since: Mar 31, 2017

This might make me come back to Moto. With a more streamlined portfolio of phones they will be able to focus on the unique characteristics of each range of phones they have.

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