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Here's an interesting transformation. Remember Motorola's introduction to the Indian market as a mobile communication device in the mid-1990s? You could clang it around, bang it around... even treat it like some rubber ball. And the hardened old thing would just keep working. Indeed, it was durability all the way. And now, all of a sudden, Motorola is on some 'Moto' trip, and it's the sort of trip that necessitates headphones (and an active imagination, by the look and sound of the TV commercial running in India). Any synergy there? Well, the upper-end market has certainly moved far beyond durability as a desired attribute (though new entrants are often enticed with 'dust-free' promises). It would've made very little sense for Motorola to keep hammering home its old message. Meanwhile, the age profile of the typical new handset buyer is significantly lower now than it once was. Music, thus, especially with all the MP3 excitement, makes for a terrific proposition. But Motorola is still the 'tough guy' in the market. Whatever the tech-specs, that's the perception. So is there any synergy? There just might be, actually, if you think harder about music. There's the fleeting sort of stuff that hangs in the air for awhile, soothes some eardrums, taps a few feet, and then goes away. And then there's the stuff that suffuses airwaves, generates heat, penetrates minds and encrypts itself for future recall. The durable kind. Maybe Motorola knows exactly what it's doing as a brand.
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