CES 2016: Hello Moto
Subject: Mobile, Shows and Expos | January 7, 2016 - 09:01 PM | Scott Michaud
Tagged: motorola, Lenovo, CES 2016, CES
A little over a year ago, Lenovo purchased Motorola from Google for $2.91 billion USD. They did not acquire the vast majority of the patents, and they did not purchase Motorola Research. It was assumed that Lenovo wanted the Motorola brand and their connections with global cell carriers. Your hardware means very little without a network provider to sell, support, and connect it with their infrastructure.
Today, Motorola / Lenovo announced that the Motorola brand will be deprecated. They will still operate within Lenovo as their own division, but the consumer-facing brand will be Lenovo, and it will run their entire mobile effort. The company will continue to make nods to Motorola, however. The stylized “M” logo will remain an identifiable trademark, and their line of high-end devices will be given the “Moto” name.
This doesn't feel like an admission of failure on Lenovo's part. I have the impression that they are trying to assimilate Motorola into their organization, but that makes me wonder what they wanted in the first place. They can use the connections and the workforce that they acquired, which is highly valuable, and they can use the brand in subtle ways (as they are). Really, I'm just confused whether Lenovo changed their mind about the Motorola brand, or if this was expected from the start.
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