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Motorola Has A New Boss & He Wants The #3 Mobile Slot

Motorola has a new boss in Australia and one of his first decisions is to push the iconic US brand into the value premium market with the backing of several retailers and carriers.

Kurt Bonnici, an internal appointee stepped up into the role following the exit of long time General Manager Danny Adamopoulos earlier this year who had driven a strategy based on value.

Kurt Bonnici Head of Motorola ANZ

Bonnici is betting on a combination of value that will take on the likes of Alcatel and Realme and affordable premium that will challenge the Samsung A Series, Oppo and Nokia, his aspiration is to become the #3 smartphone brand in Australia, and he has the backing to do it.

Motorola is a US Company owned by Chinese brand Lenovo, all research and development is done in Chicago in the USA, this claims analyst delivers both manufacturing and financial clout for the business who have seen double digit growth in Australia during the past 12 months.

An experienced mobile industry executive having worked at Nokia for several years, Bonnici has wasted no time reshaping the brands portfolio with the Company set to launch a premium Motorola 5G range next week.

“we have a great product coming that will be highly competitive and we are confident that our new Motorola Edge range will deliver for both Motorola and our retail partners” he said.

“We have had a great response from both carriers and retailers such as JB Hi Fi because the new product is rich in the right features for the Australian market where there is growing demand for affordable premium 5G smartphones”.

Among the new offering will be the Motorola Edge 20 Pro, which at 6.99mm it is one of the slimmest mobile phones launched by Motorola who were famous for their Razr flip phone which became the top selling mobile in Australia in the 1990’s.

Ironically the interview with Bonnici took place on the same day that archrival Samsung was launching their Galaxy Flip 3 that looks almost identical to the old Motorola Razr design.

The Motorola model that is exiting retailers is the Edge 20 Pro. It has a top end 6.7″ inch 144Hz OLED display screen and 12GB of RAM. It is powered by the new Qualcomm 870 5G processor and has a 108-megapixel 1/1.52-inch sensor and f/1.9 aperture.

There’s also a new 8-megapixel 5x telephoto periscope-style camera with optical image stabilisation. A 16-megapixel ultrawide lens doubles as a macro camera, there is a 32-megapixel selfie camera built into the front.

Pricing for Australia will be revealed next week when the device is launched.

Bonnici said “We are building a portfolio of Motorola products that will deliver us growth across both the value and mid-tier markets and we are confident that the new technology now housed in a Motorola device is among the best available today. Our R&D centre in Chicago have the expertise and track record and retailers in Australia have recognised this”.

He said that the Australian market today is moving to outright purchase with analysts predicting that the availability of financial services such as Afterpay is one of the drivers of this move.

“We have had double digit growth during the past 12 months, and I am confident that the new Edge range we are delivering next week and other models we will launch before the end of the year will help us achieve our growth targets while also lifting our ASP”. he spoke.

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