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Motorola and the RAZR
內容大綱
In a few short months, Motorola went from the darling of the cell phone market-"the cool innovative company with quality to match," according to CEO Ed Zander-to the famously high-share, but unprofitable, handset manufacturer it became by early 2007. Both identities derive from the management of and profitability of the RAZR handset. At introduction, the RAZR was priced at $500-$800; by 2007, it was often free with a service contract. But new Chief Marketing Officer Casey Keller sees a future for the RAZR: "The company plans to maintain the RAZR as a premium brand with frequent upgrades, instead of allowing it to become commoditized and eventually fade away."