With the Executive Director of Motorola we talked about the evolution of the company in recent years, the smartphone market and the recent launches in the line of permanent innovation that sustains the brand.

How many years have you been with the company and how many years have you been in your current position?
I joined Motorola 17 years ago, I served as technical area manager, product marketing manager, and regional product director. In 2015 I began to hold the position of general manager of Motorola Mobility for Argentina, Uruguay, Paraguay and Bolivia.

What total volume of units do you estimate the Argentine market will close this year?
We estimate that 2023 will close with a total volume of units similar to 2022, around 10 million. Not long ago you said that Motorola has the highest market share in the world in Argentina.

What is that participation like in relation to the regional market taking into account that you have a strong presence in Brazil, where you also manufacture?
Thanks to the fact that we bet on the Tierra del Fuego regime, we grew in Argentina but also at a regional level, with other market conditions, reaching more than 20% market share on average and being the fastest growing manufacturer in the region. In Brazil we have maintained a solid second position for more than 5 years, and in recent years we have maintained a market share close to 30%. Argentina is a very important market for the region, the results are due to the fact that we have understood the needs of users and the importance of technology so that they are connected.
In Argentina they had a significant increase in share in a short time.

INNOVATION. “Being one of the first to enter the foldable smartphone market allowed us to fully understand this form factor,” said Greco.

How much does this participation in the local market reach today and what are, in your opinion, the main factors that underpinned this evolution in the Argentine market?
In recent years, we strengthened our own channels, managed to be leaders in the main operators and retailers in the country and began our alliance with Newsan, which allowed us to reach an average of nearly 40 share points and at the same time maintain the highest market share in the world for the company. During 2022, we managed to lead the local market for a quarter, reaching a historic milestone for the brand in the country: more than 45% market share. Since 2020 we have had exponential growth in the premium and ultra segment, devices over $500. Since that year, we have doubled our volume of edge family smartphones sold, with a year-on-year growth of 99% in the first half of 2023 versus the same in 2022. This segment went from representing less than 5% of our portfolio during the first half of last year, to more than 9% during 2023, and we continue to grow with the motorola razr and motorola edge families.

In Argentina they operate in conjunction with Newsan to produce in Ushuaia. Did you have to make particular technology adaptations to produce Motorola mobile phones?
Motorola has been in Argentina for more than 60 years and in 2000 we decided to start producing in Tierra del Fuego. We have been partners with Newsan for 7 years. At the beginning we had to change the production process to adapt it, but we had the flexibility of Newsan, we learned a lot about the model as a whole, to improve every detail of the business and this has allowed us to reach a leadership position and reach users with the best specifications and price, with the aim of democratizing the technology. Today we produce 100% of our portfolio on the island, including our folding flagship, Motorola Razr 40 Ultra. Due to the regulations, it is advisable to produce here. One thing that defines Motorola is adaptation to change. We are the only company that never left Argentina. Others left and came back, others never returned and others never entered. We have been here for 60 years, we went through the good times and the bad. We have it in our DNA to adapt.

How much did the union with Lenovo and their expertise have to do with the evolution of the company, although they mainly apply it to computers?
Lenovo allowed us to have another global scale, with factories in different parts of the world, and is a very strong entry point into the corporate segment, where Lenovo is a leader.

How do they cover the different consumption or price ranges?
Our goal as a brand is to reach all consumers by offering innovation at affordable prices. In 2013 we created a new segment with the launch of moto g, which broke the status quo of the industry and was born what is known today as mid-range, phones with the premium features that consumers deserve, without sacrificing quality, accessibility and reliability. It was a turning point in the smartphone market and marked a new generation in the industry. In 2020 we launched the edge family with the first 5G device in the Argentine market and exponential growth of our premium segment, innovative equipment with unique features. In May of this year we launched the new motorola edge 40 and motorola edge 40 pro, which stand out for their borderless design and specifications on par with what our users are looking for today.

There is a general idea among users that a good cell phone is a cell phone, inevitably, with a high price. What is Motorola's strategy to position itself in this relationship between quality, technology and price?
We believe that innovation should reach everyone, so we focus on democratizing technology and making it available to more people, at more accessible costs and with premium features. This means that our consumers will not have to spend more to access a smartphone with the latest technology features. Without a doubt, this premise is what differentiates us from our competition.

From the Pandemic to today
Greco maintained that the balance that can be made of the market from the end of the pandemic and until the present is very good. “After the pandemic, smartphones became an essential tool for millions of people,” he said. “Of course, leveraged on the greater connectivity possibilities that they will provide, and that, definitely, is a path of growth for us as a company.

Are folding devices already a trend that in some way indicates where the devices are going to go from now on?
Innovations in folding technology were a perfect opportunity to create a surprising and unique experience. From the world's first foldable laptop, to the iconic Razr brand, Lenovo and Motorola are at the forefront of form factor innovation. At Motorola we take a distinctive approach to product design and engineering, with unique solutions and the application of the latest technologies. Being one of the first to enter the foldable smartphone market has allowed us to gain in-depth knowledge of this form factor and we have more than 1,000 data on consumer preferences and their vision of the foldable format. Since the first foldable smartphone was launched in 2019, Motorola has worked to bring innovative technology to our foldable devices, including 5G support, the first triple-array microphone system in a foldable smartphone, and the innovative zero-gap hinge design. The Motorola Razr burst onto the market as the world's first foldable smartphone, introducing engineering advancements and as we evolved the design to include 5G, we looked for improvements to the Quick View Display; Both the Razr and Razr 5G won awards for their design and quality.
Less than a month ago, we launched the Motorola Razr 40 and Motorola Razr 40 Ultra, proving that design and capability can redefine the user experience. But that's not all. We are always researching other usage formats in our innovation lab, which we call 312 Labs. This team created the first 5G mobile product, built the first modular mobile phone, with Moto Mods, and created the first Razr phone with a foldable flip screen.
At 312 Labs, one of our main areas of focus is reimagining device form factors to solve customer pain points and enable dynamic experiences. One of those component technologies we have invested in is flexible OLED displays or pOLED. We have a new concept of rollable smartphone, the rollable smartphone, that does not sacrifice screen size when you need it and can retract to a smaller size than any other premium smartphone, to fit in the smallest pockets. Small and compact, it is ideal for one-handed interactions, is comfortable, easy to use and fits in any pocket. It expands to a large screen that consumers expect when they want a more immersive audiovisual experience to watch videos, consume content or even to work.

How do you see retail, especially home retail, which is the central focus of our publication, in the total distribution scenario and in the comparison within the mix, including, obviously, online commerce?
The retail channel continues to grow in the local market, and today represents around 70% of sales. In retail, especially in the home, we continue to bet strongly and last year we launched our line of televisions in Argentina, which Newsan will produce locally, with Android TV, and they can now be found in Motorola flagship stores.

What do you think the user privileges in the cell phone, both in use and when thinking about renewing the device?
At Motorola we are constantly conducting research and listening to consumers, so we know they value devices with powerful batteries that can keep up with their busy lifestyles, professional-quality cameras that can capture any moment and simplify their daily lives with customizable features, among other specifications. Also, what they are looking for is a phone that can be used to enjoy entertainment and agile gaming, which is why the processor and screen are usually important to them. In line with this, we always design devices keeping in mind the priorities of our consumers. With innovations that solve each of their weak points, but above all that help consumers unleash their potential. All of these points are key to our product mission: to offer a competitive portfolio of devices and services that respect the price/quality ratio, bringing innovation to the entire world and offering consumers the features that matter most to them.

FOR EVERYONE. Greco maintains that innovation must reach everyone, which is why Motorola focuses on democratizing technology and making it available to more people, at more accessible costs and with premium features.

The speed with which cell phones are changed has slowed down, partly due to the macroeconomy. Is it the main factor or because of technological advances, the average user does not need as much replacement?
Argentina has always been a very dynamic market, in which the rules of the game are constantly changing, and to be successful in the country it is key to have agility to be able to react, perseverance and also a very clear strategy.
Regarding replacement, and after two years, consumption was reactivated, although we see that the replacement frequency is already between 18 and 24 months. Consumers are constantly looking for innovative features and technology that suits their tastes and needs. Therefore, as I mentioned previously, at Motorola we constantly strive to create advanced and innovative technology products, so that our consumers are comfortable with the smartphone they choose, without the need to constantly change.

Are you seeing the next evolution of the category through features or applications specific to the devices or is it definitely going to happen with the expansion of 5G?
At Motorola, our goal is to keep the consumer at the center of our strategy, which is why last year we made three important announcements to get closer and closer to them: we inaugurated our first official stores in the country. In the Motorola Flagship stores, users will not only find the latest technology from the entire smartphone portfolio, but also a complete ecosystem of the Lenovo brand, computers and products, and exclusive promotions. Introducing moto care, insurance provided by Assurant to protect smartphones in case of theft or accidents for up to two years. We present moto bot on WhatsApp, our online assistant to speak, inform and respond to concerns, requests and queries in a more agile and precise way. The bot was developed with the help of Bleett, a company specializing in conversational channels, whose members were responsible for Boti, the famous WhatsApp of the City of Buenos Aires.
For years we have been setting benchmarks when it comes to 5G networks. We are leaders in this technology. We brought the first 5G device to Argentina in September 2020, seeding a base of users of this technology ready to upgrade when the network is available. We seamlessly transitioned to live networking prior to launch, demonstrating our commitment to a rapid and complete rollout of this technology. 5G technology will be a transformative leap, greater than any other that has occurred in the history of wireless technology. 1G brought us voice, 2G enabled text messaging, 3G introduced data and apps, and with 4G we got mobile video. Now, with 5G, we will take a huge leap, never before seen in history. That is why we believe that it is necessary to start with tenders and tests.

Por Rodolfo Pollini