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Motorola showed Tuesday that it has no intention of abandoning its iconic RAZR brand, even though the popular wireless phone has become a weight on the company’s bottom line.
At a gathering in New York, the wireless-device maker lifted the wraps on a new, thinner RAZR that will hit the markets this summer — where it may compete against Apple’s much-anticipated iPhone.
“The RAZR is not just a product — it’s a brand,” Chief Executive Ed Zander said at the gathering, which was broadcast over the Web. “This is a brand we’ll continue to market for years to come.”
That stance shows the company’s loyalty to a product that has become one of the most popular wireless handsets on the market. By the end of this quarter, more than 100 million units will have shipped to date, Zander said.
But the RAZR has also featured prominently in the company’s recent troubles. Motorola slashed prices on the device last year to keep up its market share. As a result, consumers ignored the company’s higher-priced models such as the KRZR, which hurt its bottom line. And as the RAZR has become more ubiquitous, it has lost some of its appeal to more fashion-conscious consumers. Continue Reading »
