Motorola RAZR Resurrection Looks To Make 2004 Cool Again - InformationWeek

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IoT
IoT
Mobile // Mobile Devices
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5/23/2016
01:05 PM
Eric Zeman
Eric Zeman
Commentary
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Motorola RAZR Resurrection Looks To Make 2004 Cool Again

Motorola suggests that its future lies in its past with a new teaser video that features the 2004-era smash hit RAZR flip phone.

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Lenovo-owned Motorola is playing the nostalgia card. The company recently released a teaser video that takes viewers back to the early aughts, when flip phones were all the rage and Motorola's RAZR was the most popular kid in high school.

Is Lenovo about to bring back this iconic flip phone in the era of do-it-all smartphones?

Lenovo Tech World is a small, one-day event scheduled for June 9 in San Francisco. Lenovo's handset division is expected to reveal some new hardware, but there's been little hint of what it might be until now.

The video, posted to YouTube late last week, features teens walking the halls snapping selfies and sending messages with their trusty Motorola RAZR. The video's tagline reads, "Flip back to the RAZR days of yesteryear and get ready for the future."

It would be folly to think Lenovo is actually going to pull a Frankenstein and bring the RAZR we remember back to life. No one buys flip phones anymore. In fact, most carriers in the US offer a single flip phone and only expect a small group of users to buy them. Big brands such as LG and Samsung hardly bother to make new flip phones each year.

Motorola, er, Lenovo plans to bring back the RAZR in name only as a ploy to rejuvenate sagging handset sales.

In 2004, Motorola was, along with Nokia, king of the mobile phone world.

(Image: Motorola)

(Image: Motorola)

The RAZR pushed sales of more than 100 million. Motorola later had another hit with the Droid-branded Android smartphone sold via Verizon Wireless back in 2009. The company sold a slew of Droid RAZR phones with Verizon in 2011 and 2012.

It's been downhill for Motorola since then. The company eventually split in two. Google picked up the firm's handset business and later sold it to Lenovo.

[Read more about Motorola's newly announced smartphones.]

Lenovo hasn't don't too much with Motorola. Under Google's ownership, Motorola adopted a new strategy targeting the entry-level and mid-range markets with the Moto E and Moto G, respectively. The company's Moto X flagship has been widely lauded since its 2013 debut, but the phone never sold as well as Motorola hoped.

Lenovo continued that strategy for a while, but it appears that change is at hand. Earlier this year, Lenovo announced plans to drop the Motorola name entirely. Moving forward, its handsets will carry the "Moto" brand.

Lenovo clearly believes the RAZR brand has enough clout to garner consumers' attention. If this is truly the company's thinking, the phone it reveals June 9 had better be fantastic.

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Eric is a freelance writer for InformationWeek specializing in mobile technologies. View Full Bio
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Broadway0474
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Broadway0474,
User Rank: Ninja
5/28/2016 | 11:23:39 PM
Re: Old Durable Phones
Didn't Panasonic used to make a laptop that couldn't be blown up? Do they still make it? There's no sense selling it on the open market, but an indestructible smartphone could be sold to big employers, no? How about them apples?
nouvomarketing
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nouvomarketing,
User Rank: Strategist
5/28/2016 | 1:27:34 PM
Re: Old Durable Phones
I think we are on to something. Let's all go in and create a durable smartphone. We could even sell it for $50 more than the competition, because that is what you have to dump into your phone anyway when you first purchase it ha.
Broadway0474
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50%
Broadway0474,
User Rank: Ninja
5/26/2016 | 11:12:40 PM
Re: Old Durable Phones
Today's are designed to break! One drop and you'll liable to crack the glass. Sit on it once and you could have the whole thing crack open.  I love the ads now for phones that can withstand liquid, but can they withstand the salt water and sand of the beach? I don't know. It makes you wonder how much the phone mfrs and the case mfrs are in cahoots. I want a gov investigation!
BrooklynNellie2
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BrooklynNellie2,
User Rank: Moderator
5/25/2016 | 9:26:47 AM
Meh
Get back to me when they resurrect the StarTAC.
jastroff
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jastroff,
User Rank: Ninja
5/24/2016 | 12:19:44 PM
Re: Old Durable Phones
Yes!  My old RZAZR phone was  a champ. And in Pink, too. It finally took a hit when I accidently ran over it with my car. 

You can still buy cheap flip phones, but not that one.
nouvomarketing
100%
0%
nouvomarketing,
User Rank: Strategist
5/23/2016 | 7:31:00 PM
Old Durable Phones
Awe, I remember my old RAZR. I loved that phone. It was so simple and easy to use. I probably dropped that phone at least 20 times and it worked like a champ. I also really liked my old Blackberry. That was another robust phones. Nowadays, you have to spend a minimum of $30 in cases and screen protectors so it doesn't break.
LeeB120
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0%
LeeB120,
User Rank: Strategist
5/23/2016 | 6:56:39 PM
Still need tough ones!
It's nice to see some company bringing back phones for people that do manual labor type jobs and folks that just don't want one the new huge phones.  All the new smart phones are fragile and easily broken.  Those old flip phones could just be stuck in any pocket and you didn't have to worry about tearing it up.   They also withstood being dropped off a ladder much better than any new smartphone with the big glass screen will ever be able to do to! 

 
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