Motorola has become best-known for its affordable low and mid-range devices, that do exactly what mobiles should, without all of the bells and whistles. However, it seems that selling devices under $500 (£405) is no longer the manufacturer’s cup of tea. The company is now diving head-first into 5G devices.
Motorola goes 5G - but it'll cost you
Motorola has acknowledged that as the company releases 5G models going forward, these new premium phones are going to come with a hefty price tag. The brand has announced that they are going to be releasing a premium 5G phone, but hasn't said when or exactly how much the phone will cost. (Thus far, 5G on a Motorola handset has required the Moto Z3 handset, and a Verizon 5G mod that costs $349.99.)
However, Francoise LaFlamme, who leads Motorola's global marketing strategy said, "If you put out a $399 5G phone, you're going to have to sacrifice a lot of the elements that people value."
It seems that Motorola is accepting the idea that ‘you get what you pay for’ and are willing to make the steep price increase to give customers what they want.
Making a comeback
For the new Motorola One Zoom with three cameras, you will need $450 (£364). So, why is it that Motorola is now making the change? Why go high-end when the company is known for its great budget phones?
A brand-new premium 5G Motorola phone is likely to start at a minimum of $800 (£647). This is a pretty big step up from the usual price range for a Motorola device. But this announcement has come hot on the heels of Motorola's parent company, Lenovo, posting its first profit in a decade.
And now that Motorola is more comfortable financially, it can focus on investing in new technology and developing competitive phones. This is certainly a wise move. If the company were to stick with 4G phones, it would likely get left behind. But making the move will put it at the forefront of 5G technology.