Abstract

Motorola, the second largest manufacturer of cell phones in the world, is also a leading supplier of wireless infrastructure equipment. In early 2004, Motorola is attempting to recover from the crisis it had faced in the 1990s. Edward Zander, former President of Sun Microsystems has stepped in as the company's new CEO. Zander has articulated a new vision for the company. Zander has also emphasised the need for a sharper focus. The case explains how Motorola is trying to reposition its brand and implement its new vision of seamless mobility.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

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Keywords

Motorola, Cell phones, mobile phones, Christopher Galvin, Edward Zander, Winphoria, Iridium, Digital technology, Samsung, Nokia, "Hello motto" campaign, MTV, Harley-Davidson, America Wireless, Qualcomm Inc