Droid: Challenger to the iPhone?

            
  
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Case Details:

Case Code : MKTG245
Case Length : 30 Pages
Period : 2007-2009
Pub Date : 2010
Teaching Note :Not Available
Organization : Motorola Inc. / Verizon Wireless
Industry : Consumer Electronics
Countries : US

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.



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Motorola's 'Smart' Success Contd...

Ever since Motorola had announced its plans to launch Droid, in October 2009, the telecom industry and the customers had been excited about this new smart phone. Customers who had been eagerly waiting for the launch formed queues outside Verizon's stores to buy it immediately after the launch.

It was reported that Verizon, which had a network contract with Motorola for Droid, opened its flagship store in New York at midnight. Reports on Twitter5 indicated that there were long queues of excited customers outside many outlets. Motorola and Verizon had set a sales target of 1 million Droids by the end of December 31, 2009.

 Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

Industry observers opined that the success of the Droid came at a time when Motorola was experiencing disappointing sales. Trouble had been brewing at the company ever since it announced its financial results for the second quarter of 2007...

Excerpts >>

5] "Motorola Basking in Droid's Limelight," www.ibtimes.com, November 6, 2009.

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