Motorola giving impetus to manufacturing in India
Acquired by Lenovo in 2015, Motorola claims to create the mobile communications industry.Focused on profitability and growth over market Motorola has brought motorola one action and promises to bring many more. In a chat with VARINDIA, Prashanth Mani, MD at Motorola Mobility India discusses the company’s strategyand shares hisexpectationsfor the company’s newest device.
Five pillars of Motorola
Motorola has identified five pillars of the company. Prashanth pointing out the brand’s strategy says, “We have retained five big pillars to our strategy. The first one is, what is relevant for the Indian consumers and build products from that point of view. Indian consumers are very particular about software upgrades. A lot of Indian consumers are camera crazy,so we had the night vision mode. That is need for India; the second pillar is ‘Make for India’. It is where we go with Prime Minister's mandate of as much as localization. We have a ‘phased manufacturingplan’ and we have our own plant in Chennai. 100% of Motorola one action got produced in India, we are also localizing a lot of components.”
Continuing on the five pillars he says, “The third is our dual brand strategy. We will play both with Lenovo and Motorola.We believe both of them can address different consumers. It gives us the flexibility to go across price point. Fourth, we will offer experiences in both online and offline. The fifth is the most important to our strategic partnerships. We believe in long term partnerships and partnered with Flipkart five years back, going strong with them and will continue.”
Deployment of AI
Prashanth thinks the mobile industry is growing very slowly. But to be on the upper side of the ladder the company needs to provide with some industry-first attributes. On this perspective, he points out is the AI camera in Motorola one action. “The AI (Artificial Intelligence)is smarton the short optimization, because it recognizes the background and optimizes it. So that is the intelligence with the processor and the software, which ensures that the camera picks it up. We did not use hardware to do it, it is the intelligence of software which recognizes what is in the background, picks it up from the background and then optimizes it,” discusses Mani.
Channel Partner strategy
The most important thing in this industry is to offer relevant innovation to consumers. The company needs to understand the consumer needs to deliver the requirements.He believes, “We need to keep an eye on the consumer, look at what is relevant to consumers and offer it and once that happens the channel partner makes healthy ROI and it continues.”
Motorola has a very big focused marketin India. To retain its position in this competitive India market, the company alsoprovides efficientservice and support to its consumers. The handset maker has a wide service center network across tier 1, 2, 3 towns of the country. “We have more than 250 service centers across India. We cover all tier 1, 2, 3 towns. We solve up to 70% of customer problems within two hours. Customer experience is a personal KPI to me. Out of 250 centers, 40 are exclusive,” concludes Prashanth.