Motorola's mobile phones undergo a universal design revolution in colour, material and finish
SINGAPORE, June 20 / CommunicAsia 2006 -- Motorola, Inc. (NYSE:MOT), a global leader in wireless communications, today announced its most extensive colour collection to date.
The mobile phone has evolved, and so have its users. Over the past 15 years, it has developed into a product known and owned the world over. A product that is increasingly coveted for its design, look and feel as it is for its functionality. Throughout this period Motorola has been at the forefront of this revolution.
Mobile phones might be ubiquitous, but, as Jim Wicks, Motorola's Head of Consumer Experience Design (CXD) and Chief Designer, states, "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."
"Colour sets the tone for life. It's a powerful emotive driver that draws us in and allows us to express ourselves," continued Wicks.
Whether it's a sleek, sharp phone in their favourite colour, or a softer, rounder shape in a colour that reflects their personality, they want something personal and individual -- something that says human, not machine.
This year, Motorola is honouring its devotion to individuality, originality and innovation with the introduction of an inspirational palette of colours for its handsets. The new palette illustrates Motorola's design mission to enable self-expression and to humanise technology.
From radical new materials to the latest technologies, every element of the design and engineering of Motorola's latest products -- the MOTOPEBL, MOTOSLVR and MOTORAZR V3i -- has been considered to create powerful and evocative phones.
Allen Burnes, Corporate Vice President, High Growth Markets, Motorola Mobile Devices, says, "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 colours ad-hoc, without a clear strategy and without the support of trend forecasting and colour analysis research. This has changed. Motorola's Colour, Material and Finish (CMF) team has grown and expanded. Colour, material and finish 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 colour 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."
The Core Colour Palette
Motorola's colour palette consists of four colour ranges: Chroma, Classic, Soft and Basics. Two of these ranges were selected by Motorola's CMF team for the MOTOPEBL, MOTOSLVR and MOTORAZR V3i:
The Chroma Range conveys self-expression and energy. These are colours that inspire amusement and fun -- a range for devices that have become centres of entertainment and self-realisation.
MOTOPEBL's worn rock shape sits softly in the hand, a sensation enhanced by its soft-feel coat and matte finish. The new, energetic Chroma colour range offers electric, bold, expressive, and light-catching shades that give the handset a jewel-like quality. The MOTOPEBL's smooth simplicity speaks for itself -- and, thanks to the colour range, it now speaks for its owner too.
The Classic Range delivers quiet sophistication with rich finishes, tailored for consumers who value style and design. Luxurious, timeless colours with a contemporary edge.
MOTOSLVR's sleek, ultra-thin silhouette is complemented by the latest in metallic finishes, a precision-cut keypad and the quiet sophistication of the Classic colour range. MOTORAZR V3i has a luxurious metal finish that gives it a rich look and feel -- an impression that is enhanced by the dark, luxurious colour palette.
Over the past few years colour has been completely integrated into Motorola's design ethos, as part of an ongoing commitment to expressive, personality resonant technology.
"As a leader in mobile design, we recognise that it is the relationship between designers and technologists, and the mutual learning that takes place as the various teams interact, that drives an innovative approach to colour," adds Burnes. "These dynamic experts are at the heart of Motorola's efforts to bring consumers handsets that have energy and personality -- just like their owners."
Colour 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."
New colour additions being announced at CommunicAsia 2006 include:
o Colour V3x -- Motorola's award winning MOTORAZR V3x handset is now
available in Hot Pink and Pumpkin incorporating Motorola's new colour palette into its stunning 3G handset."
o The new W375 -- combines a strikingly svelte design with a splash of colourful self-expression providing a sense of individuality with its palette of three iconic colours: Cannon Gray, Lustrous Silver & Mandarin Orange.
o Motorola's W208 -- Motorola's colour initiative offering contrasting schemes in new and unique colours continues with the W208, which is available in Fire Red/Black Slate and Silver Sail/ Black Slate.
o P790 Portable Charger -- Motorola's new compact, attractive and wire- free portable power chargers provide a mobile power source for handsets and headsets with low or dead batteries, allowing users to enjoy extra talk times and multimedia and productivity features. The P790 will come in blue, green, orange, pink and purple.
For more information please visit www.motorola.com/communicasia
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
CONTACT: Media: Natalie Harrison, PR Manager, Mobile Devices, High Growth Markets, of Motorola, +61-412-990-912, or Natalie.firstname.lastname@example.org; or David Sims of Howorth Communications Digital Lifestyle Group, +61-2-8281-3852, or cell, +61-409-928-209, or email@example.com
Web site: www.motorola.com/