Motorola Brings Color to Ancient Xi'an
Motorola's mobile phones undergo a universal design revolution in colors, materials and finishes
XI'AN, China, July 7 /-- Motorola, Inc. (NYSE:MOT), a global leader in wireless communications, today unveiled its expanded color collection in an event that saw China's ancient capital of Xi'an -- and contemporary terracotta warriors -- dressed in the new color palette for the MOTORAZR V3i, MOTOMING, MOTOPEBL and MOTOSLVR, in color strips inspired by the creations of world renowned designer Jim Lambie.
Over the past 15 years, the mobile phone has evolved from a communications device to a product that is increasingly coveted for its design, look and feel as much as for its functionality. As handsets become the fashion accessory of choice across Asia, consumers want their handsets to make a statement about themselves as individuals, while at the same time providing a mobile experience that fits their lifestyle. Throughout this revolution Motorola has been at the forefront.
"Motorola unveiled the colors in Xi'an because of what Motorola sees as the core design philosophy and its 'color spin' approach specifically -- that phones are made for individuals, not for mass markets. The stripes on Xi'an's ancient City Wall which has welcomed leaders for centuries and on the terra cotta warriors that evoke awe from around the world remind us of the power and emotion of color," noted Michael Tatelman, Motorola corporate vice president and general manager, North Asia Mobile Devices.
"Color sets the tone for life. It's a powerful emotive driver that draws us in and allows us to express ourselves. Bringing color to this ancient site is a reflection of what Motorola has done by bringing color to handsets that were once only available in utilitarian monochromatic finishes. Mobile phones might be ubiquitous, but consumers don't want the same anonymous item owned by everyone else; they want something that's more personal to them, that reflects what they want from life and the way they feel about themselves," said Jim Wicks, Motorola vice president and head of Consumer Experience Design and chief designer.
This year, Motorola is honoring its devotion to individuality, originality and innovation with the introduction of an inspirational palette of colors for its handsets. The new palette illustrates Motorola's design mission to enable self-expression and to humanize technology.
Wicks noted, "As technology becomes increasingly complex, Motorola's design language has become increasingly simple, definitive, and consistent. It exhibits pure, powerful shapes enhanced by innovative finishes and materials packaged together in a stunning and affordable portfolio."
There was a time when adding a coat of paint to a handset casing was all that could be done; a time when mobile-phone manufacturers applied product colors ad-hoc, without a clear strategy and without the support of trend forecasting and color analysis research. This has changed. Motorola's Color, Materials and Finishes (CMF) team has grown and expanded. CMF are no longer just for decoration -- they are an essential ingredient and an intrinsic part of the handset, bringing life and personality to technology that was once impersonal hardware.
Materials and finishes help products become thinner, stronger, more ergonomic, tactile and versatile. "As color blazes its way into all aspects of our lives, from fashion to furniture, cars to consumer goods, we expect the same experience from our mobile phone. Color is an extension of personality, a natural canvas for the expression of personal taste and style. "This is what Motorola is delivering today: mobiles that are for people, not just for calls," Wicks stated.
Motorola's color palette consists of four color ranges: Chroma, Classic, Soft and Basics. These ranges were selected by Motorola's CMF team for the MOTOMING, MOTORAZR V3i, MOTOPEBL and MOTOSLVR.
The Chroma Range conveys self-expression and energy. These are colors that inspire amusement and fun -- a range for devices that have become centers of entertainment and self-realization. The Classic Range delivers quiet sophistication with rich finishes, tailored for consumers who value style and design. The classic range offers luxurious, timeless colors with a contemporary edge.
Color is an extension of personality, a natural canvas for the expression of personal taste and style. "This is what Motorola is delivering today: mobiles that are for people, not just for calls."
About Motorola
Motorola is known around the world for innovation and leadership in wireless and broadband communications. Inspired by our vision of Seamless Mobility, the people of Motorola are committed to helping you get and stay connected simply and seamlessly to the people, information, and entertainment that you want and need. We do this by designing and delivering "must have" products, "must do" experiences and powerful networks -- along with a full complement of support services. A Fortune 100 company with global presence and impact, Motorola had sales of US $36.8 billion in 2005. For more information about our company, our people and our innovations, please visit www.motorola.com/ .
Source: Motorola, Inc.
CONTACT:
Carolyn Wu of Motorola,
Mobile Devices Business, North Asia,
T: +8610 6564 1018,
carolynwu@motorola.com ,
or Hwa Wu of Motorola,
Mobile Devices Business, China,
T: +8610 6564 2881, hwa.wu@motorola.com
Web site: www.motorola.com/
