Motorola is seeking to replicate its success in Latin America in both the United States and Canada, the company’s President Sergio Buniac said in a recent interview with Android Central. That task is primarily placed on the firm’s North America VP Rudi Kalil who says Motorola is getting there and is already the top-selling unlocked smartphone brand in the U.S. Motorola sold over 70 million Moto G-series phones in less than five years, Mr. Buniac revealed, with his colleague pointing to that segment as the manufacturer’s main mobile growth engine in North America.
Solely relying on its aggressively priced, value-oriented mid-rangers from the Moto G lineup likely won’t be enough to see the phone maker become the third largest handset vendor in the U.S., a goal that its management is now citing. Instead, Motorola has recently been targeting a diversified product strategy, with the original equipment manufacturer seeking to cater to a wide variety of consumers by delivering devices spanning all price brackets. That approach appears to have worked to a degree so far, with Motorola’s growth accelerating by 50-percent in 2017, the executives revealed. Motorola’s U.S. smartphone market share is nonetheless still sitting at four-percent and a product streamlining is in order, Mr. Buniac said, adding that the company’s annual releases will be encompassing a smaller number of new models moving forward.
Motorola was relatively late to announce its first yearly offerings in 2018, having only done so last week after unexpectedly skipping major product launches at Mobile World Congress in late February. While it was still present at the Barcelona, Spain-based trade show, it historically relied on the mobile industry’s largest annual happening in a much more significant manner. Mr. Buniac himself was only recently promoted to lead the Lenovo-owned OEM after his predecessor Aymar de Lencquesaing stepped down last month, citing personal reasons. The major management change is possibly what prompted the delay of Motorola‘s 2018 announcements, though the company is now understood to be ramping up its efforts in that regard, with its next major product being expected to soon launch in the form of the Moto Z3 Play, an Android mid-ranger intended to succeed last year’s Z-branded addition to the world’s most commercially successful line of modular smartphones.