CNET is reporting that Motorola is recommitting to the premium phone market, after years of making budget and midrange phones.
Motorola made headlines in November with an updated version of its iconic Razr phone. The new model keeps the old-style, flip-phone form factor, but reimagined as a folding touchscreen smartphone. The new design has the advantage of a relatively small footprint, while still being able to unfold into a full-size 6.2-inch smartphone.
At Qualcomm’s Snapdragon Tech Summit in Maui, Hawaii, the company made it clear the new Razr is just the beginning. According to CNET, Sergio Buniac, Motorola Mobility president, credited advancement in new technologies as part of the reason for the brand’s return to the premium market.
“Thanks to the new technologies announced today, we’ll have new premium products to announce in early 2020,” Buniac said.
The move is perfectly timed, as the mobile company has finally turned a profit after years of struggling, being sold to Google and finally Lenovo. In addition, with the cell phone market in a transformative stage—with 5G and foldable devices being the two hottest trends—companies that focus exclusively on entry-level phones risk becoming marginalized as the industry continues to evolve.
If Motorola can bring back the sense of quality and style it was once known for, it should be a welcome readdition to the premium phone market.