Tay said: "Music is big with youth and it really is the universal language that we can all communicate through. We have used celebrities in the past to express that. Our research showed that popular culture is influenced by the newsmakers, artists, musicians etc. So we decided that music was the right way to talk to and connect with our consumer. It's a step to get consumers to see the brand in a different light. Motorola is no longer conservative; it's showing up where you might not expect it."
The company, which lagged behind rivals, chiefly Nokia, in introducing new products and updated models, is also touting itself as the 'first' to help regain market confidence. "Our strategy at the moment is to be the first to deliver, the first to introduce new, innovative ideas. It's about understanding what local consumers want and taking a voyeuristic approach to understanding your consumer."
While Motorola is not expecting business to be easier in 2002 in the wake of the slowdown that hit telecom fortunes last year, Tay is optimistic that the next generation wireless phones and services will have a strong appeal and help drive handset sales across Asia.
Motorola also plans to invest heavily in marketing its handsets in China and Taiwan next year. The challenge, according to Tay, will be to realise which types of handsets are needed in Asia.
"Asia is pivotal regionally for Motorola. It will continue to receive huge marketing investment and focus from our headquarters. We have a 27 per cent market share in Asia, according to Gartner, and that puts us seven points ahead of our competitor,
said Tay. "In 2002, you will see us increase our marketing expenditure, particularly in China and Taiwan."
