Lenovo reportedly does a 180; will use Moto brand on all phones

Image: Reuters/ Jim Young

We’re nearing the three-year anniversary since Google sold its Motorola Mobility division to Lenovo. Since then, the company has gone through a number of transitions, and we reported earlier this year that Lenovo was looking to phase out any Motorola branding. But the company now seems to have done a complete 180 turn, and instead will use Moto branding on all of its smartphones.

Following some internal reshuffling of executives and a new push for better results in the Chinese market, Lenovo is reportedly going to stop promoting phones under its own name. The largest PC manufacturer in the world, has had its work cut out for it when it comes to smartphones. According to the latest results Lenovo’s revenue from mobile phones declined 12% as compared to last year.

It’s interesting to see whether Lenovo phones, under the Moto brand, fare better than their previous versions, especially given that Lenovo has failed to penetrate the western smartphone market. Meanwhile, the Moto brand still has some name recognition among consumers here, so it might indeed help out the company. Then again if the primary target is China and Asia as a whole, Lenovo as a brand is doing much better there.

Still, having a unified brand under which to sell all products may lead to improved results and efficiencies.

Source: Campaign

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