Motorola's and Verizon Wireless' $100 million marketing campaign for the Motorola Droid seems to be paying off with strong sales that will likely result in more than 1 million devices being sold by the end of the year.
The Droid, the only smartphone currently on the market that uses Google Android's 2.0 operating system, is Motorola's second Android device and it's available only on Verizon Wireless's network. The device is turning out to be the hit phone of the season, thanks in large part to an expensive and extensive advertising campaign.
Motorola Droid
(Credit: Motorola)Neither company is reporting sales figures. But analysts say sales look good. The companies have likely sold between 700,000 and 800,000 Droids since the device was launched in early November, according to equity analyst Mark Sue of RBC Capital Markets.
"Verizon's big marketing push for the Droid is strengthening as we close in on the holidays, and following our round of checks, we believe about 700,000 to 800,000 Droids have been sold, making our hurdle of 1 [million] Motorola Droids achievable for 4Q09 [ending December 31]," Sue said in his research note. "Motorola, for its part, has done a good job on the production side, and our survey of over 100 stores indicates strong demand, limited stock outs, and very few returns."
John Stratton, executive vice president and chief marketing officer for Verizon Wireless, said when the device was launched in late October that Verizon would be pouring in more money to market this device than any other phone it has ever sold. And now it looks like the money has been well spent. From advertisements that specifically highlight the Droid to ones that focus on Verizon's extensive and reliable 3G wireless network, it's clear that the company has AT&T and the Apple iPhone in its crosshairs.
AT&T has actually sued Verizon over the advertisements about its 3G wireless network coverage.
Some Verizon Wireless stores, especially in major cities, are selling between 100 and 200 Droids per week since the launch in early November, Sue added.
The success of the Droid is good news both for Motorola and for Verizon Wireless.
Motorola comeback
For Motorola, the Droid represents a chance to make a comeback in the cell phone market. The iconic American company that practically invented the cell phone market has struggled for the past several years now. After the runaway success of the ultra-thin Motorola Razr in 2004, the company has been unable to come up with a hit phone. And it has steadily lost market share to other competitors, such as Nokia, Samsung, and LG Electronics. It's also ceded market share in the fastest growing segment of the market, smartphones, to newcomers like Apple and Research In Motion.
Motorola's mobile devices CEO Sanjay Jha took a bold gamble more than a year ago when he decided to dedicate the company's resources to building phones using the Google Android operating system. The Droid and the Motorola Cliq, which is exclusively sold on T-Mobile USA's network, are the first two Motorola Android phones to hit the market.
But Jha said the Google Android operating system will not only be used in high-end devices like the Droid, but it will also be used to power less expensive phones, creating a new tier of smartphones that will eventually replace the basic feature phone category. Jha said the company will launch at least 20 more Android devices in 2010.
The success of the Droid is an important first step in getting Motorola back on track. But equity analyst Ittai Kidron of Oppenheimer said in a research note Monday that sales of the Motorola Cliq are falling short of expectations. Motorola is expected to sell 1.5 million smartphones in the fourth quarter. And two-thirds of them are expected to be Droids.
Kidron said the Cliq is not selling well mostly because of issues with battery life. Motorola is supposedly preparing a software patch to fix the problem. But he also noted that T-Mobile appears to be losing interest in the device and is not marketing it heavily.
But T-Mobile says that the Cliq is doing just fine. And the carrier said that it's committed to marketing the phone through the holiday season.
"The Motorola Cliq is very popular among our highly connected customers and is the only device with Motorola's innovative Motoblur solution," a company spokesman said. "T-Mobile is excited about the Motorola Cliq for the holidays and continues to showcase it prominently in T-Mobile retail stores and with recent holiday deals."
Verizon's iPhone alternative
The Droid's success is also important to Verizon Wireless, the nation's largest wireless operator in the country. It is the first device that offers a true challenge to Apple's iPhone, which runs exclusively in the U.S. on AT&T's network. While Verizon has a strong reputation for its network, consumers often complain about its lack of cool phones. Up to this point, Verizon has mainly competed against AT&T and the iPhone with RIM's BlackBerry devices. But RIM's touch-screen BlackBerry Storm, which was first introduced a year ago, was largely a disappointment.
The Droid offers Verizon customers an alternative to the iPhone on the Verizon network. This fact could help Verizon retain some consumers who were thinking of leaving for the iPhone. But it might also attract new customers who are either disappointed with AT&T's service or have heard bad things about the network.
Verizon Wireless representatives say the Droid is certainly an important part of the company's device line-up.
"We are pleased with sales over the holiday weekend," Brenda Raney, a spokeswoman for the carrier said in an e-mail. "This phone clearly fits the needs of a number of customers who are excited about its availability on the Verizon Wireless network."
But if analyst data is to be trusted, it is clear that the huge marketing budget for the Droid is at least part of the reason why the device has been so successful. The HTC Droid Eris, another Android device sold exclusively on Verizon's network, is not selling as well as the Droid, Sue said in his note. The HTC Droid Eris went on sale the same day the Droid was launched, but with much less fanfare.
Part of the problem is the fact that there are many Android devices coming to market. And the number will only increase next year. The lesson from the success of the Motorola Droid is clear. If device makers and carriers hope for break-out success, then they will have to spend big on marketing.
Motorola is looking to sell its business for TV set-top boxes and network equipment for about $4.5 billion, according to a Wall Street Journal report Wednesday.
The newspaper cites people familiar with the matter who say Motorola is in the early stages of finding a buyer for the business unit. Potential buyers include private-equity firms and competing equipment makers.
Motorola representatives declined to comment, citing a company policy not to comment on speculation or rumors.
The company has three major units: mobile devices, enterprise mobility, and home and networks mobility. And all three business units have been struggling over the past year. It had planned to spin off its mobile-device unit, which makes the company's cell phones, but that plan was put on hold when it became clear that the company wouldn't be able to find a buyer. In the meantime, it brought in co-CEO Sanjay Jha, who has been trying to revive the ailing mobile-device business.
Motorola, once the No. 2 handset maker around the world, got into trouble after the company couldn't come up with a hit phone to replace the popular Razr. And over the past two and half years, it's been fighting an uphill battle in the high-end smartphone market against newer players such as Apple and Research In Motion.
About a year ago, Jha reset the company's focus, and Motorola committed itself to building phones using the new Google Android operating system. The first of these phones, the Motorola Cliq, which is being sold on T-Mobile USA's network, and the Motorola Droid, which is being sold exclusively in the United States by Verizon Wireless, went on sale this fall.
So far, reviews have been good. And the Droid, in particular, has gotten a lot of attention. Motorola expects to launch another 20 Android devices next year.
While prospects for the mobile market are improving, the company is still losing money in this division. For the third quarter of 2009, sales for Motorola's mobile-handset business dropped 46 percent to $1.69 billion, and it lost about $183 million, compared with a year-ago loss of $840 million.
Motorola's enterprise mobility unit, and its set-top box and networking-gear division, have been keeping the company afloat for the past couple of years. But now there are signs that these businesses are also hitting hard times.
During the third quarter, revenue in the enterprise mobility business was down 13 percent to $1.77 billion. Still, this division generated a net income of $306 million, down from $403 million a year ago.
Motorola also saw declines in its home and network mobility business. This business unit includes TV set-top boxes and wireless-networking equipment. This business unit posted the most sales for the company during the quarter, bringing in $2.01 billion. But this figure was down about 15 percent from the same quarter a year ago. In addition, the company's profit was about $199 million, down from $263 million during the third quarter last year.
Motorola blamed the slip in profits on a decline in sales of home entertainment devices to cable and phone companies. That said, the division still remains Motorola's most profitable.
Even though sales and profits may be down this year for the TV set-top box and networking business, the division is still attractive to potential buyers. The main reason is that Motorola has very strong market share in the set-top box market, where it competes head-to-head with Cisco Systems' Scientific Atlanta brand.
The Wall Street Journal article said private-equity firms Texas Pacific Group and Silver Lake Partners are interested in the company. And it's likely that Motorola competitors such as Samsung Electronics, Huawei Technologies, Nokia Siemens, Pace, and Ericsson may be interested in this business to bulk up their presence in the U.S. market.
But analysts warn that selling this division now could hurt Motorola's turnaround effort. RBC analyst Mark Sue told Reuters that Motorola needs the set-top box and networking business to help fund operations for the mobile-device business.
"(The mobile-device business) hasn't really recovered fully yet, so it would be a little too early to cut off the lifeline," he said to Reuters.
The Wall Street Journal said investment banks JPMorgan Chase and Goldman Sachs are advising Motorola on the possible sale.
Early indications suggest that the Motorola Droid could be the breakout hit phone of the holiday season.
You might not have guessed it from the lack of long lines this past weekend, but analysts believe that Verizon is seeing strong sales of the Motorola Droid. The device went on sale on Friday across the country. And unlike other big launches for phones such as Apple's iPhone or even the Palm Pre, retailers had plenty of devices in stock, and customers didn't have to stand in long lines to get their phones.
Neither Verizon nor Motorola is providing exact sales figures, but David Samberg, a spokesman for Verizon, said sales were very strong over the weekend, with a steady stream of customers Friday, Saturday, and Sunday. Store representatives in Manhattan confirmed this, with one sales associate telling me on Monday afternoon that there had been a steady stream of customers in the store all weekend and even through Monday.
Analysts also believe that the phone is selling well. Mark McKechnie, an analyst at Broadpoint AmTech, who covers Motorola, checked with a small sample of Verizon retailers around the country and said in a research note on Monday that he is encouraged by the anecdotal reports.
"While it is early, and the sample size is small, we are encouraged by our findings," he said.
McKechnie estimates that Verizon had about 200,000 phones in retail channels for the launch, with many stores in larger metropolitan markets, such as New York and Los Angeles, getting about 300 devices. Stores in cities such as San Francisco got more than a 100 devices, and retailers in smaller cities got between 25 and 40 devices each.
Locations were stocked well enough that there were no reports of any stores that were completely sold out. An employee at the Verizon Wireless store on West 34th Street in New York said his store had gotten about 500 Motorola Droids and HTC Android Eris phones for Friday. The store didn't sell out of either phone, but much of its stock is now gone.
That said, the store employee, who didn't want his name used, said his store did sell out of the $29.99 Droid docking station, which charges the device. As of Monday, the company still hadn't restocked its supply of that accessory.
McKechnie reported in his research note that the Droid outsold the HTC Eris, which also went on sale Friday. And checks with Verizon stores in Manhattan back up this claim. While there were plenty of customers looking at the HTC Android Eris in the Verizon stores I visited Monday afternoon, most people said they planned to buy the Droid. The main reasons were the device's higher-resolution screen, better camera, faster processor, and latest Android software.
Still, plenty of customers noted that they preferred the look of the HTC Eris over that of the Droid.
Verizon's marketing may also be paying off. Verizon is spending more money on the Droid advertising campaign than it has on any other device launch. At least one customer at the West 34th Street said Verizon's advertisements had convinced him to get the Droid instead of Apple's iPhone, which runs on AT&T's network.
"I was considering the iPhone," said Henry Goodison of the Bronx borough. "But I saw a commercial about AT&T's 3G coverage. It said, 'Here is AT&T's 3G coverage, and here is ours.' And I thought it would be better to have Verizon, if I travel to another state, where AT&T doesn't have 3G coverage."
AT&T is actually suing Verizon Wireless over this commercial, asserting that Verizon's advertisement is misleading consumers. Verizon dismisses this claim as untrue.
Big lines didn't form outside most Verizon Wireless stores the day the new Droid hit the market.
(Credit: Marguerite Reardon/CNET)NEW YORK--The new Motorola Droid got a sleepy reception on Friday morning when it officially went on sale across the country in Verizon Wireless stores starting at 7 a.m. in some places.
From New York to San Francisco, most stores around the country had few if any lines when doors opened Friday morning. There was a handful of people waiting outside at the Verizon Wireless store on West 34th Street here in Manhattan. And about 20 people waited in line outside a store here on Sixth Avenue, as well as at one in Clifton, N.J., Verizon officials said.
CNET reporters in San Francisco reported they saw only about 15 customers lined up for the device before a Verizon Wireless store opened there Friday.
The scene was somewhat more lively last night, when Verizon Wireless opened its West 34th Street in New York City from midnight to 2 a.m. About 100 eager Droid customers were in line when the store opened last night. Verizon spokesman David Samberg said the company sold 85 Droids in the first 45 minutes the store was open on Thursday night.
But even though the Droid didn't stir enough enthusiasm to get people to stand outside on a cold November morning, there appeared to be a steady stream of customers in several Verizon Wireless stores. Many customers were interested in the Droid, while some were checking out the new HTC Android Eris, which also went on sale Friday.
Lines are overrated
Samberg said that a lack of a long line or shortage of devices is actually a good thing. And he urged people to not prejudge the phone's success on that alone.
NEW YORK--More than a hundred people were lined up at midnight outside a Verizon Wireless store in midtown Manhattan to be among the first people to buy the new Motorola Droid.
More than a hundred people showed up at a Verizon Wireless store in New York City at midnight to buy the new Motorola Droid Thursday night.
(Credit: Marguerite Reardon/CNET)About 65 eager shoppers lined the south side of West 34th Street across from Macy's in Manhattan at 11:30 p.m. Thursday waiting for the store to open. Verizon opened the store from midnight to 2 a.m. to give people in the Big Apple a head start on the morning cell phone rush. By midnight, when the doors officially opened, about 100 people stood in line as Verizon officials ushered in customers 25 at a time.
Once inside the store, about 13 sales representatives and another four or five device specialists milled around, helping customers and demonstrating the phone's features. Representative were also helping customers transfer contacts to their new phone.
Verizon Wireless spokesman David Samberg said he felt confident that Verizon would be able to meet customer demand for the new Droid in New York City. The 34th Street store alone had at least 500 Droids as well as some HTC Android Eris phones, and Samberg said he expects anyone wanting to buy a Droid on Friday in New York City will be able to get one.
"Five hundred phones is a lot of phones to sell in one day," he said.
Most people standing in line for the new Motorola Droid are long time, loyal Verizon Wireless customers.
(Credit: Marguerite Reardon/CNET)Most of the people standing in line at midnight for a Droid were loyal Verizon Wireless customers. Geoffrey Aravallis, who stopped to pick up his Droid on his way home from a dance club in the city, said he has been a Verizon Wireless customer for nine years.
He said he had been tempted to switch to AT&T for the iPhone but didn't because he felt Verizon has a better network than AT&T. Now that the Droid is out, he is glad he waited.
"I use Gmail and all kinds of Google services, so it's nice to be able to have all that on my phone," he said. "And the Droid is much more open than the iPhone."
Gabrielle Dahms admitted she had also been tempted to get the iPhone. But she had heard terrible things about AT&T's network and was leery about making the switch. Instead, she decided to wait for the Droid.
"It has all the features I like on the iPhone," she said. "Plus it has a real keyboard, which sold me."
Many people have been comparing the new Droid to the iPhone, and some have even called the new device the true iPhone killer. But judging from the people I talked with who were buying the Droid, it looks like it might be more of a BlackBerry killer.
Dahms and her boyfriend, Will Welch, had been BlackBerry Curve users. Welch said he had tried the BlackBerry Storm last year when it first came out, but he didn't like it. He also thought the iPhone was cool, but was unwilling to switch carriers for it. And he said he would have probably upgraded to the BlackBerry Tour if the Droid hadn't come along.
The Droid will hit store shelves nationally starting at 7 a.m. Friday in many stores around the country. CNET News will be covering the launch, so stay tuned for updates.
Perhaps you are impressed with pilots who stealth-bomb unsuspecting parts of America. Like Texas.
You know, the pilots who frighten horses while delivering an explosive new device to American soil--the Motorola Droid. Well, perhaps, then, you are male.
Somehow, viewing Motorola's televisual covert activities leaves one with a troubling instinct that the Droid brand will be somewhat different from the iPhone. Somewhat more male, to be precise.
One of Apple's most brilliant and constant talents is to make its brand and the design of its products appeal equally to both sexes.
Apple's music is often sung by women. Apple's humor, in, for example, the "Get a Mac" spots, is the sort of subtle digging that makes men feel clever and women feel relieved that they don't have to spend even 30 seconds with a belching oaf.
In many ways, the Apple brand is the perfect toy boy. Looks young and lovely, lots of wit and versatility, and has just the right amount of muscle for other men to admire.
The Droid, on the other hand, seems to be setting itself up to be the peculiar love child of a union between Chuck Liddell and The Rock. It's strapping on its parachute and it's ready to thrust a fist in your face and a bomb into your back garden.
Is it any wonder that the cowboy in this new Droid spot stammers: "What in the world is that?"--as if he has just set eyes on an alien monstrosity whose GPS is on the blink?
The Droid, so far, is so male that the horses have bolted and the natives are in shock. It's a pillager that has already gouged vast craters out of American soil.
Will women gravitate to its charms? Or is Motorola carving an image for the Droid that consists entirely of chewing tobacco and gunning to the top?
Can a boy's toy take on the toy boy? Can one possibly wait until Friday?
It was bound to happen. AT&T is suing Verizon Wireless over its "There's a Map for That" advertising campaign.
When I first saw the advertisements on TV, I thought for sure that AT&T or Apple would file a lawsuit claiming the advertisement was too similar to the iPhone's "There's an App for That" slogan.
I was right about one thing. AT&T is suing Verizon. But I was wrong about the reason behind the suit.
AT&T's beef isn't over the wording of the "There's a Map for That" slogan. Instead the company claims that Verizon is misleading customers into thinking that AT&T subscribers are not able to use their phones in areas where the carrier does not offer 3G wireless coverage.
In the suit that AT&T filed Tuesday in Atlanta federal court, AT&T describes how Verizon's ad campaign shows maps with white spaces, which it claims misleads consumers into thinking that AT&T has no wireless coverage in particular areas of the country.
But that is not the case. The white spaces actually indicate where AT&T does not have 3G wireless access. It doesn't indicate that AT&T has no wireless coverage. In fact, in most parts of the country, AT&T has a 2.5G Edge network.
AT&T doesn't dispute the fact that its 3G wireless service is not in every region of the country indicated on the map. But the company says that the advertisement makes consumers believe that AT&T has no service in those areas, which implies that subscribers can't use their phones at all in those regions.
"Contrary to the misleading message conveyed by Verizon's advertisements, AT&T customers can fully use their wireless devices outside of a '3G' coverage area and undisputedly have coverage in areas depicted by the white or blank spaces on the maps used in Verizon's advertisements," AT&T said in its complaint.
AT&T also asserts in its complaint that it is "losing incalculable market share, invaluable goodwill that it has spent billions of dollars to develop among consumers, and the significant investment it has made in its wireless network."
AT&T is not asking Verizon to stop its ad campaign entirely. And it's not asking its rival to change the wording of its advertising. What AT&T wants is for Verizon to stop showing maps of AT&T's 3G coverage areas that it claims mislead customers into thinking they can't use their phones in non-3G areas.
AT&T has asked for a temporary restraining order against Verizon so that it cannot benefit from the ads while the companies await a permanent injunction.
Verizon Wireless, which is owned jointly by Verizon Communications and Vodafone Group, said AT&T's suit is without merit. The company has said that the ads clearly state that voice and data services are available outside 3G areas.
"The ads are serving to inform customers where the coverage critical to operating a smartphone is available," said Brenda Raney, a Verizon Wireless spokeswoman. "Considering their limited 3G coverage, our competitor should examine whether they are misleading customers with their fastest 3G network claim."
Motorola Droid
(Credit: Motorola)The hard-hitting advertising campaign and AT&T's lawsuit are just the latest signs that competition in the U.S. wireless market is reaching a fever pitch. More than 89 percent of Americans already subscribe to a cell phone service, according to the CTIA. This means that for wireless operators to grow, they must lure new subscribers from competitors.
Verizon Wireless and AT&T control the lion's share of the wireless market as the No.1 and No. 2 operators in the country, respectively. Sprint Nextel and T-Mobile USA are the other two main national carriers. Sprint has steadily been losing customers for several quarters. And T-Mobile has been unsuccessful in becoming a major threat to the big two operators.
As a result, the rivalry between the two largest wireless companies, Verizon and AT&T, is heating up. Verizon has historically had a very good reputation for having a reliable network with broad network coverage. But even with a strong network, the company has lacked cool phones, which consumers have complained about.
Meanwhile, AT&T's network has had a mediocre reputation at best, but the carrier is the exclusive wireless operator in the U.S. for Apple's iPhone. And despite the fact that subscribers have been complaining about poor service and spotty coverage on AT&T's network, new subscribers are still flocking to the carrier to buy the popular iPhone. In the third quarter, AT&T reported it had signed up a net of 2 million subscribers. Verizon signed up 1.2 million new subscribers for the same period.
But now Verizon is about to launch a phone that many analysts believe could give the iPhone a run for its money. The Motorola Droid, which uses Google's Android operating system, goes on sale Friday. And since the phone was revealed to analysts and product reviewers last week, it's been getting high marks.
Verizon's top marketing executive John Stratton said the ad campaign for the new Droid will be the biggest Verizon has ever launched. But he said that the company will focus more on what the Droid can do and less on what other devices or competitors cannot do. One thing is clear, the battle for wireless subscribers is likely to get nastier.
As a consumer, I hope this intense competition eventually leads to better services, cooler devices, and lower prices. But we'll just have to wait and see. Right now, it just looks like a war of words.
The cell phone sales slump may soon be over.
The global cell phone industry captured mild gains in the third quarter, with total shipments reaching 287.1 million units, according to a report released Friday from IDC. That number marked a 6 percent decline from the same quarter in 2008 but a 5.6 percent jump over 2009's second quarter.
With the third-quarter figures, the mobile phone business is likely showing the first signs of a rebound since the recession, according to IDC's "Worldwide Mobile Phone Tracker." During the third quarter, the industry pushed older devices at lower prices, leading to greater demand and higher volume, said IDC.
Another report released Friday, this one conducted by Strategy Analytics, offered similar findings and forecasts for the cell phone trade. The report, called "Q3 2009 Global Handset Market Share Update," pegged cell phone shipments for the third quarter at 291 million, slightly higher than IDC's number.
Since the rate of decline was slower than in the previous quarter, Strategy Analytics expects the industry to see positive growth in the fourth quarter as the recession winds down.
"We forecast 300 million handsets to be shipped worldwide in Q4 2009, growing 3 percent from 294 million units in Q4 2008," said Strategy Analytics Director Neil Mawston in a statement. "We believe this will be the first time the industry has returned to positive growth since Q3 2008, signaling an end to the handset recession after four quarters of decline. Consumers and handset vendors are gradually regaining a little confidence."
(Credit:
Strategy Analytics)
In North America, the U.S. enjoyed solid results in the third quarter, with smartphones and prepaid handsets driving growth. But the Canadian market showed a downturn for the third straight quarter due to a weak economy and sluggish demand for traditional mobile phones.
Latin America's third-quarter recovery was also less than stellar, hit by weak consumer demand and a decrease in cell phone subsidies. The industry suffered in Asia/Pacific as well, with China, India, and Indonesia seeing slight declines, though demand for smartphones remained strong.
The brightest spot was in Western Europe, where third-quarter sales of traditional mobile phones and smartphones grew over both the second quarter and the third quarter of 2008.
"Although some regions are still reeling from problems associated with the economic crisis, the third quarter served to cleanse the channel while providing the signs of stability necessary for additional improvement in the fourth quarter," says Will Stofega, research manager of IDC's mobile devices team, in a statement.
IDC also reported on the quarterly activity of key mobile phone makers.
Nokia continued to struggle, hit by a 20 percent decline in sales for the third quarter. As part of one strategy to stem the tide, the company kept busy with several acquisitions, including Dopplr, Cellity, and part of Plum Ventures, a developer of social networks.
Samsung fared considerably better. The company hit a new quarterly record by shipping more than 60 million cell phones in the third quarter, thanks to demand for both touch-screen and QWERTY messaging devices. During the quarter, Samsung grabbed a 21 percent share of the market, said Strategy Analytics.
LG Electronics also hit a new mark, shipping 30 million units for the quarter. But a paucity of smartphones and prepaid handsets kept the company from benefiting from those segments.
Though Motorola slipped in its ranking among cell phone makers, the company trimmed its operating losses through a restructuring program. Shifting its focus away from traditional cell phones to smartphones, Motorola has high hopes for its new Droid phone, due to hit Verizon stores next week.
Strategy Analytics also tracked Apple's stellar third quarter, reporting a solid 7.4 million iPhones sold worldwide and a record 2.5 percent market share.
Could Motorola's new smartphone, the Droid, be the company's next Razr a la 2010?
Judging from the hype surrounding the new smartphone, which is the first device to use the Google Android 2.0 operating system, there is a good chance the Droid could be the breakthrough device that helps Motorola rise from the ashes. But it will likely take more than a single phone to get Motorola back in the game after losing market share for nearly three years, especially as competition in the handset market intensifies.
CNET News Poll
Gadget bloggers and device reviewers, such as our own Bonnie Cha, have been impressed with the new Droid, which was announced on Wednesday. But Motorola's mobile devices CEO Sanjay Jha said that the Droid is just the beginning. The company plans to introduce no fewer than 20 devices using the Google Android operating system in 2010, he said during the Droid launch event in New York on Wednesday.
The Droid and the Cliq, which is being sold on T-Mobile USA's network, are the first two Motorola Android phones to hit the market. But Jha said that the Google Android operating system will not only be used in high-end devices like the Droid, but it will also be used to power less expensive phones, creating a new tier of smartphone that will eventually replace the basic feature phone category.
"With these products we've taken the first step in positioning ourselves for the mobile Internet and smartphone market," Jha said during the company's third-quarter earnings conference call Thursday. "And in 2010, there will be a variety of new devices as we expand the portfolio across various tiers. We will continue to shift the mix of products to respond to the growing smartphone opportunity."
Motorola, the iconic American company that had practically invented the cell phone market, has struggled for several years now. After the runaway success of the ultra-thin Motorola Razr in 2004, the company has been unable to come up with a hit phone.
As the company's market share slipped lower and financial losses mounted, shareholders ousted then CEO Ed Zander. And Jha, an engineer who had worked his way up the ranks at mobile chipmaker Qualcomm, was brought on board to turn the business around. In addition to cutting costs, he quickly worked to get Motorola's product development teams back on track. He recently told The New York Times that the situation at Motorola was much worse than he had expected when he took the job.
He said when he arrived at Motorola he found a company with "a dysfunctional management culture" that simply didn't understand that consumer preferences had shifted. Customers no longer wanted just a phone for making phone calls. Instead, they wanted a device that could also access the Internet, give them directions, and provide text-based communications.
The Motorola Droid
(Credit: Kent German/CNET )Early on Jha scrapped the company's lineup of unprofitable phones that were using dead-end technology. In an attempt to streamline development and refocus the company's attention on creating new, cool devices, he concentrated the company's efforts almost exclusively on building phones using the Google Android operating system.
About a year after announcing this new strategy, the company introduced the Cliq and the Droid. In general, the Cliq has gotten a good reception from reviewers, but there seems to be much more enthusiasm around the Droid, a touch-screen device that some say rivals Apple's iPhone.
Some of the impressive features include Google-powered voice-activated search, a 550MHz processor, and a 3.7-inch with 480x854-pixel resolution. But what is likely to make the device a true competitor to the iPhone is the fact that it is exclusively available on the Verizon Wireless network. Verizon is the largest wireless operator in the U.S. and it has the largest coverage footprint. The company has also gotten high marks for its reliable network. And its customers are among the most loyal in the industry.
Verizon has been looking for an iPhone-killer since AT&T started its exclusive partnership with Apple. But devices, such as Research In Motion's first touch-screen phone, the BlackBerry Storm, have not met the challenge.
Verizon is expected to launch its most aggressive marketing campaign ever to promote the new device, John Stratton, executive vice president and chief marketing officer at Verizon Wireless, said at the Droid launch event in New York this week. The company has already launched a pre-advertising campaign that spoofs the iPhone. Analysts expect the device to sell well out of the gate.
"Verizon sold a million of the original BlackBerry Storms in the first nine weeks it was available," Avi Greengart, an analyst with Current Analysis, said. "And that was a buggy mess. So I expect this device will at least meet that, if not exceed it."
Motorola's Jha said during the company's earnings conference call Thursday that the company is ready for a flood of orders.
"We feel very good about our ability to meet demand for the Droid," he said. "We've spent a lot of time studying what has happened in market when successful new products have been introduced. And we've been working closely with Verizon, and we've got good access to components suppliers that we feel good about things."
Motorola's management team has successfully cut costs, which included eliminating 8,000 jobs. And on Thursday it announced its second consecutive quarter of profits after experiencing heavy losses and shrinking market share in the cell phone business for several quarters.
Success not guaranteed, analyst cautions
Wall Street analysts are encouraged by the good news.
"Directionally, things are moving the right way in terms of new devices, carrier partnerships, and narrowing losses for Motorola's Mobile Devices segment," Mark Sue, an equities analyst with RBC Capital, said in a research note.
But Sue also cautioned that Motorola's success is not guaranteed.
"It won't be a smooth ride however, with timely delivery of new smartphones, high quality, and carrier endorsements key elements of Motorola's future success," he said.
What's more, Motorola also faces tough competition in the smartphone market. This holiday season consumers will be inundated with iPhone alternatives. Research In Motion has two new BlackBerry devices on the market. And there are a slew of other Android phones that have recently been introduced.
In addition to the Motorola Cliq and Motorola Droid, there is also the Samsung Moment and the HTC Hero, both on Sprint's network. T-Mobile also has other Android devices, including the G1 and the myTouch. The Palm Pre, which went on sale in June, is yet another smartphone on the market with similar functionality.
Again, one of the good things the Droid has going for it is its affiliation with Verizon, whose executives seem pleased to reconnect with the handset maker.
"We've had a long history with Motorola," Verizon's top marketing executive, John Stratton, said at the Droid event. "And we've lived through the company's ups and downs. This is a new Motorola. We took a chance, maybe even a risk, at the early stage in the rebirth of the company, and we're delighted in what we've seen in last 12 months."
Beleaguered handset maker Motorola on Thursday had some good news to offer investors, reporting a small profit for the third quarter.
For the three months ended October 3, Motorola reported net income of $12 million, or a penny per share, compared with a loss of $397 million (and a loss of 18 cents per share) for the year-ago period.
Revenue, however, was down year over year, coming in at $5.45 billion for the third quarter of 2009, versus $7.48 billion in the same quarter of 2008.
Analysts polled by Reuters had been forecasting, on average, a break-even quarter on revenue of $5.54 billion.
For the fourth quarter, Motorola is forecasting earnings from continuing operations of between 7 cents and 9 cents per share. Analysts have been expecting, on average, 6 cents per share.
The earnings report found a favorable response on Wall Street. In early trading Thursday, shares were up roughly 9 percent to around $8.68, following Wednesday's closing price of $7.96.
The company, now some years removed from its glory days with the Razr phone, is pinning its hopes on Google's Android software for mobile devices. In September, it unveiled its first Android device, the Cliq. On Tuesday, several weeks into the fourth quarter, Motorola and Verizon Wireless unveiled the Android-based Droid smartphone.
"We delivered on our commitment to improve the financial performance of Mobile Devices and to commercially launch two smartphones in time for the fourth- quarter holiday season," Sanjay Jha, co-CEO of Motorola and CEO of Mobile Devices, said in a statement. "The introductions of our new products powered by Android are important milestones as we begin to address the mobilization of the Internet and the growing demand for modern smartphones. Next year, we will continue to expand our smartphone portfolio and deliver improved financial results."
For the third quarter, sales for Motorola's Mobile Devices segment came in at $1.7 billion, down 46 percent from the year-ago quarter, but the company did compress its operating loss for that segment to $183 million, compared with a year-ago loss of $840 million.
Motorola says it shipped 13.6 million handsets during the third quarter, giving it just under 5 percent of the worldwide market share.
In its Home and Networks Mobility segment, Motorola saw third-quarter sales of $2.0 billion, down 15 percent compared to the year-ago quarter. Operating earnings were $199 million, down from $263 million a year earlier.
The company's Enterprise Mobility Solutions segment logged sales of $1.8 billion, down 13 percent from the year-ago quarter, while its operating earnings were $306 million, compared with $403 million in the year-ago quarter.
Also on Thursday, Motorola said that Edward J. Fitzpatrick, who has been serving as the company's acting chief financial officer since February, is now its permanent CFO.
This story was updated at 5:15 a.m. PDT with additional information from Motorola's Thursday statements, and again at 7:25 a.m. PDT with the stock market response.











