At this point, Motorola’s strategy in the smartphone market seems to be best described as “throwing everything on the wall and seeing what sticks”. Their phones are everywhere, from expensive folding phones to a handful of intermediate and affordable phones. As if that were not enough, Motorola has entered into a partnership that will create yet another line of Motorola phones that may not contain Motorola’s DNA.
You may not be familiar with the Bullitt Group, but you may be familiar with at least one of the two smartphones the company sells. By licensing the names of their respective owners, CAT and Land Rover phones pride themselves on being some of the most robust phones on the mobile market and often look special. Now, Motorola and Bullitt are merging in what is described as a “global strategic brand partnership” for Motorola branded rugged phones.
It’s not that Motorola doesn’t have its own robust line of phones, or at least it has one. They took on different names, from Motorola DROID to Moto Z Force, depending on the company’s marketing strategy at the time. This time, it may not be the manufacture of these rugged phones.
Given the real business of the Bullitt Group, this partnership means that the company will make the phones and then launch the Motorola name everywhere. As far as the world is concerned, this may well be a Motorola phone, increasing the dizzying number of your brand’s models.
That said, the rugged CAT and Land Rover phones aren’t exactly notable for their features, in addition to their durability, and a Bullitt phone from Motorola may not even hurt Motorola’s profits. This, however, may also suggest another way in which Motorola could stay afloat by licensing its brand to other phone makers like the BlackBerry and, soon, LG as well.