Rafael Grillo

Motorola Q4: In Line, Suspends Dividend to Conserve Cash

Another disappointing quarter at Motorola. This company can't find its way. In my view, what Motorola has been lacking is sound marketing. Motorola was in a similar position several years ago (losing share and lack of personality), until they put a tremendous effort behind two complementary and brilliant moves: the launch of the "Hello Moto" campaign and the development of Razr. Those two events set Motorola as a hip, in-the-know brand. After that, it is very obvious that the company has been taken over by the engineers. Motorloa has become a completely soul-less brand. Along with relevant products, Moto needs to devote energy and talent to rebuild its equity. They are still in time to do it; it still is a respected name. But time is of the essence.