(GhaniKunto.me) Download - Google's Motorola


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Google’s Motorola

Back in the era of feature phones, Motorola was one of major players in the consumer mobile industry. Will Google’s purchase of Motorola return the brand to its former glory? How will storytelling affect the future of the company?

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(GhaniKunto.me) Download - Google's Motorola

  1. 1. A!lied Storytelling in MarketingGoogling Motorola’s Story I n May 2013, Google bought Motorola for $12.5 billion. It marked both Google’s biggest acquisition to date and the company’s transition from asearch-and-software company to a consumer gadgets maker. Google’s CEOLarry Page has grand ambitions for Motorola and he intends to realize it byemphasizing the need for reinventing Motorola by creating betterexperiences.But reinventing the experience will take time. The company noted it hadinherited a 12 to 18 month product pipeline from Motorola. While Google hasa legacy of successful innovation, there are no guarantees with Motorola.Google’s CEO Larry page talks about consumer experience as, “Youshouldn’t have to worry about constantly recharging your phone. When youdrop your phone, it shouldn’t go splat.  Everything should be a ton faster andeasier.”If Google is to succeed, it needs to focus on the basics. Experience needs tobe defined on customer, not industry, terms. Good experience is aboutreliable, everyday technologies not the ones that necessarily win awards.From the customer’s point of view, experience is defined in the detail: notwinning in the game of high-end technologies but getting the simple,everyday tasks right. This approach is true to Google’s legacy of buildingapps that don’t “wow” audiences but apps that drive mass participationthrough removing friction and bad experiences.Google’s challenge is to navigate Motorola away from the manufacturer’smindset: a mindset that aims to provide customers with a complete, fixedexperience out-of-the-box supported by ad agency campaigns. The moderncustomer doesn’t like Motorola’s pre-installed apps and this lack of control Find articles, case studies and podcast on the role of storytelling in marketing: http://GhaniKunto.me
  2. 2. contributes to a perception of unreliability. According to a recent Fixya surveybased on 700,000 responses, the biggest issue cited by Motorola users was“preinstalled apps” (30% of all responses).Partnering with youthThe modern mobile experience is too big for one company to control.To become a successful handset company, Google needs to leverage theyouth market because youth, not Google, will decide whether the handsetsare relevant or not.What CEO Page’s defines as “new experiences” for the mass markettomorrow already exist in the youth market today. The most widely usedmobile technologies today were first born in the youth market e.g; SMS,Facebook and Instagram. SMS was perceived as inconvenient by adults butyouth found a way to make SMS work which then later influenced the adultmarket turning SMS into a trillion dollar industry.Despite its fall from grace, Motorola still has Fans, particularly male students(20 - 24 years old). Google is also an active participant in student life (studentambassador programs, Code Jams and Google Droidettes) while Motorolahas a legacy of successful youth products (Startac, Razr, Pebl) it needs torediscover. Even existing products such as the Atrix and Razr are ratedabove Galaxy and iPhone in terms of customer satisfaction.Google needs to create bottom-up experience, embedded in the everydaysimplicity of mobile use. Google can co-create this experience with existingFans and win the youth market by taking part in their storytelling processrather than controlling the narrative.Both Google and Motorola have Beachheads within the youth market whichthey need to build upon. If Google is intent on developing the technologies ofbillions, it needs to start here.Launching a phone won’t change the game. Discoveringtheir story will.Creating what the head of Google+ Vic Gundotra refers to as a phone with"insanely great cameras" will not help Motorola regain customers. Motorolachallenge isn’t hardware, it’s relevance. Find articles, case studies and podcast on the role of storytelling in marketing: http://GhaniKunto.me
  3. 3. Relevance means Motorola standing for something. Rather than trying tobecome everything to everybody with a “game changer” handset as per oldMotorola’s strategy, Motorola needs to focus on the somebody it can becomerelevant to.The most sustainable relevance is when people tell their everyday storiesusing your brand. 85% of brand experience happens without the brand.Technology itself becomes boring but the stories people tell with it arerelevant.   By removing the dominant Motorola story, Google can focus ongiving Fans better tools to tell their own story. It’s not about the phone thatcounts, it’s what people do with it that counts.By bypassing the mobile operators and developing their own mobileecosystem around a positive, reliable experience, Google can reduce thedistance between the customer and Motorola but this requires thedevelopment of a Frontline. Google is already taking the first steps in creatinga Frontline by opening its own retail stores.  Now, the challenge is making theFrontline into a space that’s relevant to its Beachhead in the youth market. ***Discussion points:1. Are you measuring customer experience on your terms or theirs? • What steps can you take to ensure product improvements are relevant to what’s actually important to customers? For some companies, it’s a matter of asking better questions. Instead of asking, “What do you think of these new features?” ask, “Would you rather have this feature or that?” For other companies it’s about switching their focus from pleasing internal stakeholders to external ones.2. Who is your storytelling partner in the market? • Instead of marketing to your customers, you need to market with them. However, it’s not about inviting everyone to take part will yield unwanted results. It’s about inviting the right people to partner with you. It’s about working with your Fans. Do you know who they are?3. A Frontline is where a company interacts with the market. For many companies, this happens in their retail space and customer service department. Where is your Frontline? • HINT: advertising is not a Frontline Find articles, case studies and podcast on the role of storytelling in marketing: http://GhaniKunto.me