Free Essay

Motorola Incremental Success

In:

Submitted By shamimim
Words 1312
Pages 6
Motorola RAZR
Most companies and products have a story behind their creation. The history of Motorola RAZR is an example of that. The RAZR name is a play on a code name the geeks themselves dreamed up, hatched in colorless cubicles in exurban Libertyville, an hour's drive north of Chicago (fortune.com). It was a skunkworks project whose tight-knit team repeatedly flouted Motorola's own rules for developing new products. They kept the project as a secret and used materials and techniques Motorola had never used before. After many challenges, engineers in Motorola's concept-phone unit had mocked up an impossibly thin phone. At ten millimeters, it was half the girth of a typical flip-top.
It was July 2nd of 2004, when Motorola came out with a new slim, beautiful cell phone called RAZR. The hot pink Motorola RAZR brought a new fashion to the cell phone industry and looked like it was from the future. The Motorola RAZR became a necessity among most households in no time. The prices were high at $600, but it was hard for consumers to resist. Soon, Motorola took the market away from Nokia and Sony, competitors at the time, and celebrated its achievement for longer than they should. Just six months from its release day, RAZR sold $30.2 billion, which was incredible (Motorola Inc. Annual Report).
In 2005, Motorola RAZR broke the record and sold $36.8 billion, 18% more than 2004 (Motorola Inc. Annual Report). Motorola was able to achieve the largest number of shipment in the industry, by shipping out 146 million handsets during 2005. According to these numbers, Motorola was able to solidify their position in the wireless handset industry with an estimated 18% global market share. Plus in 2005, Motorola’s operational margin increased by 2.7% with 110% increase in earnings from 2004, which generated an operation cash flow of $4.6 billion. Therefore Motorola experienced the best year in Motorola’s history by having a balance sheet, with more than $10.5 billion in net cash. Bottom line of this numbers, Motorola’s publicly traded common stock increased in value by more than 30% in 2005 (Motorola Inc. Annual Repport).
When Motorola was drawn it its success and bragging about the share market prices, their competitors were trying to comeback fast and hard. In the fall of 2006, Motorola’s market share began to decline which resulted in lower profit. The decrease in demand left Motorola with two options. Either lower the prices or find a way to come back and win the market once again. Motorola decided to keep the prices and come up with a new phone that’s under consumers demand, which they failed to do. In 2006, sales dropped dramatically to $10.6 billion. Then in 2007 it fell down to $8.81 billion and recorded an operating loss of $138 million. Net income for the July-through-September period amounted to 3 cents per share, compared with 2006 profit of $968 million, or 39 cents per share (Motorola Inc. Annual Report). Excluding charges for layoffs and asset write downs, earnings from continuing operations were 6 cents per share, or 2 cents better than the consensus estimate of analysts surveyed by Thomson Financial.
Looking at Motorola’s timeline of its product history, an individual can say that every five to ten years Motorola innovated a revolutionary products, such as car radios, walkie-talkie, color television, and etc. After 2004 RAZR success, its only RAZR that Motorola produced. It started with RAZR V3, then RAZR 2 V8, RAZR 2 V9, Droid RAZR, Droid RAZR Maxx, Droid RAZR M, and finally Droid RAZR i. Considering the release date of these products, it’s known that the RAZR 2 v8 came out in 2007, which is three years after the history changing RAZR V3 innovation. The problem was, after three years, consumer were expecting a new to blew their mind again, but Motorola came out with more RAZR and the only different was some features that were added to the phone.
During the same year that Motorola released more RAZR thinking they still run the market, Apple introduced their first iPhone. People reacted to iPhone as they did to RAZR three years earlier, and soon Motorola was forgotten among more than 60% of its consumers. Motorola never thought that iPhone, their partner in 2005, become their biggest competitor and win the market over. Motorola was blinded by their incredible success from the first RAZR that they forgot to plan their next big thing to keep their success, yet they were lost in the numbers they were making in each quarter.
For the year of 2004, the quarterly results of net sale for Motorola is stated as, $7,441, $7,541, $7,499, and $8,842 million and the net earnings is 609, (203), 479, and 647 million (Motorola Inc. Annual Report).The annual report for 2005 shows the net sale of each quarter as $8,161, $8,825, $9,424, and $10,433 million and the net earnings of 692, 933, 1,751, and 1,202 million. According to Motorola Inc. Annual Report, the quarterly net sale of 2006 is $9,608, $10,876, $10,603, and $11,792 million and the net earnings is 686, 1,384, 968, and 623 million. Finally the net sale for 3each quarter in 2007 is $9,433, $8,732, $8,811, and $9,646 million and the net earnings is (181), (28), 60, and 100 million. According to this data it’s safe to say that the RAZR save the company, but wrong decisions at the wrong time caused the company to go down even more in only couple of years.
Looking closely at the changes that happened during those days, the most recognizable one is the change in the CEO of the company. Christopher Galvin, the former CEO of Motorola, was replaced by Edward Zander in January of 2004. Ed Zander is an American business executive who was the chief operating officer and president of Sun Microsystem when he left the company in 2002. The he became managing director at Silver Lake Partners. Also, he was a member of the board of directors at Seagate Technologies (Wikipedia). Ed Zander had no relationship with Motorola prior to the time he was elected as CEO, compare to the previous CEOs which were mainly from Galvin’s family. Trying to force the new culture and taking recognition for the success that Ed Zander walked into, he missed the transition the new market that was demanded by consumers and caused the company to fail.
In conclusion, Motorola was able to experience the best year of its history by innovating RAZR. The thin and fashionable cell phone gave the company what it had dreamed and took them to the top. Unfortunately when Motorola win over all of its competitors, they failed to see that the competitors are working their way up to comeback and hit the market hard. Motorola was blind by the numbers they were making, and the huge establishment in the shareholder market that they lost it all only in few years due to incremental innovations. The success of Motorola didn’t lasted long, because they achieved the success that any company would see in their life time only in one year. Companies that fail in the long term, are tend to be shortsighted, and instead planning the long run and staying in top all the way through, they get overwhelmed with the short run success.

Work Cited https://www.motorolasolutions.com/content/dam/msi/docs/en-xw/static_files/2005_Motorola_Annual_Report.pdf http://archive.fortune.com/2006/05/31/magazines/fortune/razr_greatteams_fortune/index.htm http://web.b.ebscohost.com/ehost/detail/detail?vid=15&sid=6ff642e4-1fbc-4ce8-b789-7f24b2081e5c%40sessionmgr111&hid=115&bdata=JnNpdGU9ZWhvc3QtbGl2ZSZzY29wZT1zaXRl#AN=33236755&db=bth http://www.motorolasolutions.com/content/dam/msi/docs/en-xw/static_files/2004_Motorola_Annual_Report.pdf

Similar Documents

Premium Essay

Industry Analysis

...1. Regarding industry analysis Competitive Forces Industry analysis is an important aspect to understanding RIM’s strategy. Porter’s five forces can be used to identify the sources of competition in a particular industry. At first, RIM was a leader in producing smartphones to the business class, but many companies realized that there was a large market potential for phones that can integrate functions ranging from email to social networking. The threat of new entrants was highest. Once Apple introduced the IPhone, the target market for RIM started drifting away from the Blackberry models since the IPhone had become the latest and greatest innovation. Many other companies started moving into the smartphone market and were slowly taking away from the market share of Blackberry. The threat of new entrants was still relatively low during the first few years following 2007, but a few firms in related industries had the proprietary knowledge and the capital required to successfully enter the smartphone market. Also, new brands lacked the reputation needed to succeed in the smartphone industry. The threat of substitute products was considered low since everyone feels that they need a cell phone to live their daily lives. In fact, substitute products such as the home phones and beepers are now obsolete. Some people tried to claim that substitute products are high, but differentiated products are not substitutes since they are within the same industry. The bargaining power...

Words: 3002 - Pages: 13

Premium Essay

Six Sigma

...INTRODUCTION Globalization and instant access to information, products and services have changed. Today’s competitive environment leaves no room for error. Companies must delight the customers and relentlessly look for new ways to exceed their expectations. This is why Six Sigma Quality has become a part of our culture. WHAT IS SIX SIGMA? Sigma at many organizations simply means a measure of quality that strives for near perfection. Six Sigma is a disciplined, data-driven approach and methodology for eliminating defects (driving toward six standard deviations between the mean and the nearest specification limit) in any process – from manufacturing to transactional and from product to service. A method that provides organizations tools to improve the capability of their business processes. This increase in performance and decrease in process variation lead to defect reduction and improvement in profits, employee morale, and quality of products or services. Six Sigma quality is a term generally used to indicate a process is well controlled (within process limits ±3s from the center line in a control chart, and requirements/tolerance limits ±6s from the center line). WHY SIX SIGMA? The statistical representation of Six Sigma describes quantitatively how a process is performing. To achieve Six Sigma, a process must not produce more than 3.4 defects per million opportunities. A Six Sigma defect is defined as anything outside of customer specifications. A Six Sigma opportunity...

Words: 1064 - Pages: 5

Premium Essay

Incremental Innovation in Technology, Advantages and Disadvantages.

...Incremental Innovation in Technology, Advantages and Disadvantages. Introduction: The objective of this paper is to examine the techniques related to incremental technological innovation in light of its advantages and disadvantages. Many studies focus on techniques of speeding up the cycle of product design. However, the fastest and most effective way to speed up the introduction of a product is to execute an incremental improvement – to an existing produce - that could serve a new and particular need. On the other side of the spectrum, there is what is called the megaproject. A project that starts out with over-the-top ambitious objectives, it requires almost extraordinary effort to accomplish, it demands enormous financial budgets, it typically runs over time and misses many deadlines, and at the end, few examples make a splash and many are written as “tax deductions”. While these heroic projects make good news stories, they do not always make money. They can fail very dramatically and expensively. Since these failures do not make such good new stories, we hear less about them, and overestimate the success rate of megaprojects. We underestimate the importance and value of incremental programs and mislead ourselves about the true risk of the megaproject. We need to look more carefully at these two approaches. Therefore, the opinion expressed here is that the incremental innovators are in fact the unsung heroes of product development. In examining the advantages...

Words: 3981 - Pages: 16

Premium Essay

Bsop588 Final Exam

...Question 1.1. (TCO E) Suggested reasons why many customer satisfaction efforts fail include all of the following EXCEPT: (Points : 5) using poor satisfaction measurement schemes @ failing to weight quality dimensions equally confusing loyalty with satisfaction failing to identify appropriate quality dimensions Question 2.2. (TCO D) Factors that should be considered when selecting Six Sigma projects include the following EXCEPT: (Points : 5) financial return. impacts on customers and organizational effectiveness. @ fit to existing government legislation(s) on quality. probability of success. Question 3.3. (TCO C) Lean production refers to approaches that originated at: (Points : 5) @ Ford. Xerox. Motorola. Toyota. Question 4.4. (TCO C) Which one of the following is NOT one of the three levels of mistake-proofing? (Points : 5) Designing potential errors out of the process. Identifying potential defects and stopping a process before the defect is produced. @ Training the workforce in implementing and monitoring the modified process. Finding defects that enter or leave a process. Question 5.5. (TCO B) _____ measures are generally tracked by senior leadership to gauge overall organizational performance. (Points : 5) @ Financial Customer Product Service Question 6.6. (TCO I) The cost associated...

Words: 384 - Pages: 2

Premium Essay

It Companies in Growing Globalization

...EXECUTIVE SUMMARY This research paper acknowledges different quality management tools. It is about the evolution of different quality tools and defining the best practice Strategic model in IT organization in relation to achieving quality within their business processes and integrating business processes to achieve strategic goals. Previous research and study indicates the various quality system tools in order to achieve quality management objectives in the competitive business environment. This research paper investigates and finds out the evolution of different quality system tools and significance of various quality tools and then designing best practice strategic model for future in Information Technology organization. The importance of this proposed research is that currently IT companies are experiencing increased global competition and parameters like complexities of the product, different markets, customer focus, high quality of product, decision making and integration among various business units in the global environment and the environment in which the firm operates are the issues of concern. Traditional quality tool in IT systems are not capable of coping with these demands and still stay competitive. Changes are needed in order to achieve sustainable results and maintaining fitness and overcome the problems of traditional tools. Today industrial companies need stable position socially and economically...

Words: 13794 - Pages: 56

Free Essay

Pramod Kumar

...is core to your firm's competitive competencies. Types of competitive collaboration 1. Joint Ventures 2. Outsourcing agreements 3. Product Licensing 4. Cooperative research The study of 15 mergers of three major types: four intra-European alliances, two EuropeanJapanese alliances, and seven U.S.-Japanese alliances found that collaboration is something often used by successful businesses. Alliances between Asian companies and Western rivals seem to work against the Western partner. Collaboration is competition in a different form. Companies have to enter collaborations knowing that competition still exists. They must have clear strategic objectives, and understand how their partners’ objectives will affect their success. Harmony is not the most important measure of success. Most successful alliances do not always have win-win scenarios. As competitive competencies develop, conflict will arise between the partners over who has the right to the rewards of the partnership. Cooperation has...

Words: 1921 - Pages: 8

Premium Essay

Six Sigma

...originally developed by Motorola in 1981.[1][2] Six Sigma became well known after Jack Welch made it a central focus of his business strategy at General Electric in 1995,[3] and today it is used in different sectors of industry.[4] Six Sigma seeks to improve the quality of process outputs by identifying and removing the causes of defects (errors) and minimizing variability in manufacturing and business processes.[5] It uses a set of quality management methods, including statistical methods, and creates a special infrastructure of people within the organization ("Champions", "Black Belts", "Green Belts", "Yellow Belts", etc.) who are experts in the methods.[5] Each Six Sigma project carried out within an organization follows a defined sequence of steps and has quantified value targets, for example; process cycle time reduction, customer satisfaction, reduction in pollution, cost reduction and/or profit increase.[5] The term Six Sigma originated from terminology associated with manufacturing, specifically terms associated with statistical modeling of manufacturing processes. The maturity of a manufacturing process can be described by a sigma rating indicating its yield or the percentage of defect-free products it creates. A six sigma process is one in which 99.99966% of the products manufactured are statistically expected to be free of defects (3.4 defects per million), although, as discussed below, this defect level corresponds to only a 4.5 sigma level. Motorola set a goal of "six...

Words: 4296 - Pages: 18

Premium Essay

Significance of Six Sigma

...the mean and the nearest specification limit) in any process – from manufacturing to transactional and from product to service. The fundamental objective of the Six Sigma methodology is the implementation of a measurement-based strategy that focuses on process improvement and variation reduction through the application of Six Sigma improvement projects. This is accomplished through the use of two Six Sigma sub-methodologies: DMAIC and DMADV. The Six Sigma DMAIC process (define, measure, analyze, improve, control) is an improvement system for existing processes falling below specification and looking for incremental improvement. The Six Sigma DMADV process (define, measure, analyze, design, verify) is an improvement system used to develop new processes or products at Six Sigma quality levels. It can also be employed if a current process requires more than just incremental improvement. Both Six Sigma processes are executed by Six Sigma Green Belts and Six Sigma Black Belts, and are overseen by Six Sigma Master Black Belts. Over the past two decades Six Sigma has evolved from a focus on metric to the Methodology level and finally to the design and development of entire Management Systems. As a Metric, when a process is operating at Six Sigma level, it will produce nonconformance (i.e.,defects or errors) at a rate of not more than 3.4 defects per one million opportunities....

Words: 2638 - Pages: 11

Premium Essay

Organizational Structure & Management

...concerning changes in the market (Ferrell, 2009). Spectrum Brands may use a matrix structure to leverage the success that others have experienced in the food transportation, aerospace, and extractives industries. In food transportation, businesses like Tree of Life have used this structure in supply chain to ensure that vice presidents of inventory management, transportation, and warehousing, individually partner with procurement specialists of different product lines to ensure maximum throughput from distribution centers (Casper, 2009). In aerospace and global extractive businesses like oil, gas, and mining, Matrix structures have been used to integrate dissimilar international business segments under a common goal by mobilizing highly skilled executive teams with global functional roles (Millar, 2008). Spectrum Brand relates to these industries in its mission to diversify the portfolio, requiring a myriad of vendors and a sophisticated supply chain in an international marketplace. 2) Explain how the firm could operate using a Multidivisional structure. A multidivisional structure organizes work groups into specialized divisions that departmentalizes on customers, regions, products, and functions. This structure provides clear line of authority, delegation of power, and enhanced customer focus (Ferrell, 2009). Traditionally large multinational companies like Motorola, have used...

Words: 1359 - Pages: 6

Free Essay

Built to Last

...PROJECT IN QUALITY Nikolas Bellosillo TC303 INTRODUCTION This book review is for our QUALITY subject with our professor Mr. R. Romero. The book is entitled Built to Last: Successful habits of Visionary companies By Jim Collins and Jerry Porras, published by HarperCollins Publishers. Built to Last is a blueprint for building organizations that will endure long into the twenty-first century. "This is not a book about charismatic visionary leaders. It is not about visionary product concepts or visionary products or visionary market insights. Nor is it about just having a corporate vision. This is a book about something far more important, enduring, and substantial. This is a book about visionary companies." So write Jim Collins and Jerry Porras in this groundbreaking book that shatters myths, provides new insights, and gives practical guidance to those who would like to build landmark companies that stand the test of time. Drawing upon a six-year research project at the Stanford University Graduate School of Business, Collins and Porras took eighteen truly exceptional and long-lasting companies -- they have an average age of nearly one hundred years and have outperformed the general stock market by a factor of fifteen since 1926 -- and studied each company in direct comparison to one of its top competitors. They examined the companies from their very beginnings to the present day -- as start-ups, as midsize companies, and as large corporations...

Words: 1436 - Pages: 6

Premium Essay

Mega Trends

...VisionMobile Mobile Megatrends 2011 how telecoms business is transforming in the software era. updated 8 March 2011 Copyright VisionMobile 2011 Knowledge. Passion. Innovation. Andreas Constantinou Michael Vakulenko Matos Kapetanakis (c) VisionMobile 2011 Licensed under Creative Commons Attribution 3.0 Unported License (http://www.creativecommons.org/licenses/by/3.0) You are free to Share or Remix any part of this work as long as you attribute this work to VisionMobile (www.visionmobile.com). Copyright VisionMobile 2011 VisionMobile research Distilling market noise into market sense Research competitive analysis, commissioned research, company due diligence Developer Economics 2010: Everything on mobile development Training open source economics, Android commercials, mobile industry dynamics Market maps Competitive landscape maps of the mobile industry Strategy definition strategy design, ecosystem positioning, product definition Active Idle Screen Who will own the screen? Open Source Chessboard business impacts of mobile open source, the competitive landscape and how to design your company strategy Mobile Industry Atlas, 3rd ed. 1,100+ companies, 69 market sectors Mobile Megatrends series Top-100 analyst blog GPLv2 vs GPLv3 White Paper The Android Game Plan the commercial mechanics behind Android and how Google runs the show 4,000+ subscribers 20,000+ monthly uniques 90% mobile industry insiders 100 million club tracking...

Words: 1526 - Pages: 7

Premium Essay

Intermec Case Study

...offering discounts, allowances, and other incentives to promote their product, Intermec fell behind in the market. The CEO came up with six different options to regain their market share and increase their profits. After analyzing the six alternatives, as well as additional options, Intermec needs to start offering the same trade promotions to their channel members as one of their main competitors, Motorola, offers in order to regain their competitive position and increase their sales. Introduction Since 1966, Intermec has become a leading manufacturer of mobile computerized devices that are used in the Automatic Identification and Data Capture (AIDC) Industry. Some of the devices the firm designs include mobile computers, barcode scanners, wireless barcode printers, and radio frequency identification products and it also sells after-sales repair services. Intermec is known as an innovator and has introduced many technological breakthroughs since they opened. However, they have numerous patents, copyrights, trademarks, and trade secrets. Intermec’s top competitor is Motorola and both of them offer the broadest product mixes out of the other competitors as well as provide the most complete solutions for customer needs. Intermec’s revenues were trending up over the last few years until 2009 when the firm ran into some problems. Revenues declined by 26% from 2008 to 2009,...

Words: 4201 - Pages: 17

Premium Essay

Apple Case Study

...Can Apple successfully defend its position as an innovative powerhouse while expanding its portfolio to include media and software as well as attract new consumers? Apple Computer, Inc. Case Study Sheila Attipoe Rosemary Oxford On April 1, 1976, Steve Jobs and Stephen Wozniak began the partnership that would eventually become Apple Computer in Cupertino, California. “Apple Computer, Inc. is an American multinational corporation that designs and sells consumer electronics, computer software, and personal computers. The company’s best-known hardware products are the Macintosh line of computers, the iPod, the iPhone and the iPad. Its software includes the Mac OS X operating system; the iTunes media browser; the iLife suite of multimedia and creativity software; the iWork suite of productivity software; Aperture, a professional photography package; Final Cut Studio, a suite of professional audio and film-industry software products; Logic Studio, a suite of music production tools, the Safari web browser; and iOS, a mobile operating system” (Wikipedia). Some of Apple’s competitors include IBM, Dell, and HP. The first computer, the Apple I, was hand-built by Stephen Wozniak in the garage of Steve Jobs’s parents. It was known as the “kit computer” the original Apple consisted merely of a circuit board and did not even have an exterior casing. The Apple I did not sell well and this lead to the introduction of the Apple II on April 16, 1977. This helped increase the...

Words: 3733 - Pages: 15

Premium Essay

Is Technological Innovation the Main Source of All Economic Development and Change? How Might Differing Research and Development Systems Influence the Performance of Major Nations

...Is technological innovation the main source of all economic development and change? How might differing research and development systems influence the performance of major nations? Introduction   Technological innovation has come to be regarded as a central factor upon which success is contingent (Dodgson and Bessant, 1996: 3; Schumpeter, 1943: 83). Not only has it been considered a promise for generating competitive advantage but it has also been prescribed as a remedy for a broad range of managerial problems such as intense competition, globalised marketplace and technology fusion (Eris & Saatcioglu, 2004). Since the middle of the 20th century many theorists have explored the issue of technological innovation and how it influences performance on the national, industry and firm level. This report will firstly, compare the R&D systems of the USA, UK, Germany, Japan and China and then analyse the automobile and semiconductor industries in relation to these systems to show that technological innovation is not the main source of economic development.   Technological innovation Various definitions of technological innovation have been devised as part of existing theories. In addition, technology and innovation are often used interchangeably. Throughout this report, however, technological innovation will be regarded as the usage and knowledge of tools, techniques, crafts or methods in terms of new products and processes (Porter, 1990; Nelson, 1993). Further, a distinction...

Words: 2609 - Pages: 11

Premium Essay

Nokia Emerging Market

...9-710-429 REV: MAY 2, 2011 JUAN ALCÁCER TARUN KHANNA MARY FUREY RAKEEN MABUD Emerging Nokia? It was December of 2009 and D. Shivakumar, the Managing Director of Nokia India was catching up over coffee with Colin Giles, his counterpart in the China office, and Chris Braam, who was in charge of operations in the Middle East and Africa. The gathering was somewhat celebratory in nature: Giles had recently been promoted to global head of sales. Before Giles left his Greater China market role, his colleagues wanted to get his thoughts on Nokia’s future in the region. The three men had no doubt that Nokia’s strategy in emerging markets had been successful: Nokia was the market leader in India and China, with market shares of 60% and 40%, respectively.1 The company also had made inroads into Africa and South America. However, Nokia had lost ground in the developed world: the company only sold one in 10 handsets in the U.S. (compared to one in three in 2002),2 and it had recently pulled out of Japan after 20 years of operations. Nokia’s revenues in Europe declined by 15% in the fourth quarter of 2009.3 However, Nokia was famous for its ability to reinvent itself. From its beginnings as a paper mill turned rubber manufacturer turned electronics company, and finally, as the world’s largest producer of mobile phones, Nokia possessed an unmatched ability to face obstacles head on and come out on top. Said former CEO Jorma Ollila, “Finns live in a cold climate. We have...

Words: 10400 - Pages: 42