Motorola Droid X vs. iPhone 4: 10 Ways to Keep the Heat on Apple

 
 
By Don Reisinger  |  Posted 2010-07-07 Email Print this article Print
 
 
 
 
 
 
 

News Analysis: Motorola is in the process of delivering the Droid X to consumers. But in order to maximize the smartphone's potential, the company needs to stay focused on the iPhone 4's woes.

With Apple acknowledging recently that the software fix that addresses how iOS displays signal strength won't actually help iPhone 4 owners improve their signal, the time has come for competitors such as Motorola to capitalize.

Currently, the company is engaging in an advertising initiative aimed at highlighting the issues consumers are having with the iPhone 4. It is trying to make the distinction that its new Droid X, which is scheduled to be released in a little over a week, is the ideal replacement for Apple's smartphone.

But Motorola can't simply stop there. The company must remember that in order to fully capitalize on Apple's iPhone 4 woes, it needs make a clear case to customers why they need the Droid X over any other smartphone, including the iPhone, currently available.

Admittedly, it won't be easy. Apple is doing a fine job of overcoming the critics and selling millions of iPhones. But with the right strategy, Motorola could attract some buyers that, upon hearing about the iPhone's troubles, want nothing to do with Apple's smartphone.

Read on to find some additional tactics Motorola should follow to capitalize on the iPhone 4's antenna issue.

1. Keep the ad campaign going

Motorola has been somewhat successful in its ads highlighting Apple's problems with the iPhone 4 antenna. But if it wants to really take advantage of troubles, the company must do much more. It needs to double its advertising budget and start bringing its effective marketing to more places. Not only should it double its television advertising, but it should also increase Web, billboard, and print-media advertising. The time to capitalize on Apple is now. Motorola simply can't let it slip away.

2. Make it clear the Droid X has the better antenna

In everything Motorola does to combat the iPhone 4, the company must drill the point home that the Droid X will have a better antenna and connection with its network. It shouldn't be that difficult. The iPhone 4 is having trouble connecting to AT&T's network, which is widely regarded as one of the worst in the business. Verizon, on the other hand, which will be home to the Motorola Droid X, is widely regarded for its superior network. And as long as the Droid X delivers a better antenna, the company can make that an issue in its ads, as well. The Droid X has an opportunity to trump the iPhone 4. Motorola can't let that slip away.

3. Offer a discount to iPhone 4 owners

It might sound like a radical idea, but maybe Motorola should offer a discount to iPhone 4 owners. It might not be as crazy as it sounds. After all, Verizon is trying desperately to coax subscribers from AT&T. And Motorola needs as many consumers as possible to make the Droid X look like a contender in the marketplace. It might be little more than a ploy to get attention, but it could work. By offering iPhone 4 customers a discount, it helps ease the pain of paying all that cash to get out of an AT&T contract. And considering users can sell their iPhone 4 devices for a hefty profit nowadays, maybe they could make out on the deal. If nothing else, an iPhone 4 discount is worth offering for the attention potential.

4. Stay true to Verizon Wireless

Motorola must make it clear that it is firmly on the side of Verizon Wireless. As AT&T starts getting more and more Android-based devices, some consumers might wonder if the Droid X will be coming to that carrier, as well. Motorola must make it clear that it won't be doing so for one big reason: signal strength in certain areas around the U.S. just can't match Verizon's. It might be a shot over both Apple's and AT&T's bow, but it effectively accomplishes two goals: it cozies Motorola up to Verizon, and it makes consumers realize that if they want a device that isn't rife with antenna problems, they will need to go to Verizon.




 
 
 
 
Don Reisinger is a freelance technology columnist. He started writing about technology for Ziff-Davis' Gearlog.com. Since then, he has written extremely popular columns for CNET.com, Computerworld, InformationWeek, and others. He has appeared numerous times on national television to share his expertise with viewers. You can follow his every move at http://twitter.com/donreisinger.
 
 
 
 
 
 
 

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