These displays have started to arrive at Verizon Wireless stores for Friday’s launch of the Motorola Droid Razr. This device is just about as exciting as the very first Droid launched two years ago this month, also at Verizon Wireless. The original Droid was surrounded by a $100 million dollar sci-fi advertising budget that really worked. But is that the case now?
Motorola is obviously trying to build off the brand that they created with the clamshell (flip) Razr phone. In it’s lifetime, Motorola sold more than 130 million Razr phones, their best cell phone ever. The thinking here is that those customers who purchased a Motorola Razr between 2004 and 2007 are probably ready for a smartphone and what better way to do it than to bring back the name.
However that’s about where the argument drops off. See the Motorola Razr was a phone for all people. You could walk the streets of Manhattan or the local shopping mall and find men, women, children, soccer moms and senior citizens using the Motorola Razr. Back in June while Motorola Mobility CEO Sanjay Jha was speaking at the Bank of America/Merill Lynch technology summit, Jha admitted that their dark toned, deep voiced, sci fi branding and creative (think commercials) was probably wrong.
Why doesn’t the same thing apply here?
The Razr will most likely work out because it is by no stretch a Verizon Wireless exclusive. We’ve already seen ads abroad and have seen a gsm version clear the FCC. Motorola is going to make a huge run with this phone, but at least for America’s largest and most reliable wireless network, are the robot arms, Droid eye and Mister deep voice guy really attracting soccer moms and the over 50 set to probably the best phone Motorola has released to date?