Droid: Challenger to the iPhone?

            
 
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Case Details:

Case Code : MKTG245
Case Length : 30 Pages
Period : 2007-2009
Pub Date : 2010
Teaching Note :Not Available
Organization : Motorola Inc. / Verizon Wireless
Industry : Consumer Electronics
Countries : US

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.



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"Droid is potentially a game changer for Motorola. Motorola now is no longer just emphasizing slick form factors, such as it did with its RAZR handset. The company now has focused on the hottest segment of the global mobile handset market - providing compelling smartphone products that are usable and expandable through third-party applications." 1

- Tina Teng, senior analyst, wireless communications for iSuppli Corporation2, in November 2009.

"The Motorola Droid is certainly a strong competitor to the iPhone in the branding stakes. Motorola, Google Android and Verizon Wireless are three famous brands with high awareness among mobile consumers." 3

- Neil Mawston, an analyst for Strategy Analytics4, in October 2009.

Motorola's 'Smart' Success

On November 6, 2009, Illinois, US-based telecommunications company, Motorola Inc. (Motorola) and US-based mobile telecommunications network operator, Verizon Wireless (Verizon), unveiled a smart phone, branded as the 'Droid' in the US.

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

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1] "Motorola Basking in Droid's Limelight," www.ibtimes.com, November 6, 2009.
2] iSuppli Corporation is a world leader in advisory and technology value chain research services. The services included electronic component research, teardown analysis, consumer electronics, forecasts on device-specific application market, and display device and systems research.
3] Michelle Maisto, "Verizon Droid Smartphone Could Give iPhone a 'Jab in the Ribs'," www.eweek.com, October 20, 2009.
4] Strategy Analytics is a Boston-based global research and consulting company.


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