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Vindicated: Sanjay Jha Admits Marketing Was Wrong For Xoom And Atrix



I own a Motorola Xoom Wi-Fi, I bought it the day they came out. Why did I buy the Motorola Xoom Wi-Fi, well because Andy Rubin carried it on stage at All Things Digital D: Mobile and as an Android enthusiast I wanted it. Did I make a bad decision, I don’t think so, it’s a little heavy but aside from that I use it every day, multiple times a day.

So fast forward to present day and we know that Motorola was underwhelmed by the success of the Motorola Xoom and the Motorola Xoom Wi-Fi at launch.  It was reported that they shipped (not sold) 250,000 or so of these devices. Though, it’s important to note that they expected to sell 800,000 Motorola Xooms in the 1st quarter of 2011, let’s say that again, it was reported (here in fact) that Motorola expected to sell 800,000 Motorola Xooms in the first quarter.

More after the break

Well what happened?

One of the things that I’ve been known for over the past three years is the way that I often times consider the average consumer, moreso than the evangelists, enthusiasts and developers out there.  Sometimes it comes off less than appealing to the enthusiast.  After all it’s the average consumer, not us, that’s going to make or break a device.

Well the marketing that’s what. Sure we as geeky tech enthusiasts think the 1984 style ads were cool, or the fact that you could go to any movie last August and see big gigantic robot men with Motorola Droid Xs, but back to the Xoom… All that dark sci-fi crap didn’t do one thing for the message of the device.  In fact I was at a Best Buy having a discussion with our local Best Buy Mobile manager Phil who told me that people actually came into Best Buy asking for the laptop that transformed into a tablet. Not just one either, multiple people have thought that the Xoom somehow folded out from laptop to tablet just from the commercial.

During his keynote at the Bank of America/Merill Lynch Technology event, Motorola Mobility CEO, Sanjay Jha said

“With Atrix and Xoom we can do a better job of communicating our message.  It’s not about spending more money but how to make the dollars go further.”

earlier in the address Jha also said one of the things they could work on is “Marketing and that we communicate our message and that our brand property is understood”

And when speaking about what Motorola needs to do to be successful Jha said “…Being able to market and communicate the story behind the devices right…”

You decide, does the multi million dollar Super Bowl commercial communicate their message right?

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