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Quoted – Motorola’s Super Bowl ad is the beginning of a targeted marketing push

February 13, 2010 by 2 Comments
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The Super Bowl Sunday ad featuring actress Megan Fox is a part of Motorola Inc.’s new push to match its upcoming mobile device offerings to specific customers, company officials said.

Rather than seeking a single new blockbuster like its 2003 Razr to regain market share and profitability, Motorola is taking a different approach and is expected to release 20 Android-based devices this year, each intended to appeal to a different demographic or geographic market.

Scott Testa, a professor and wireless industry expert at Cabrini College in Philadelphia, said the company can’t reach profitability piecemeal, but rather needs a huge hit like Apple Inc.’s iPhone.

“It’s hard for a company with stodgy, not-so-stylish phones to change their image immediately. You have to have a really great product,” Testa said. “There’s so many different things out of Motorola’s hands. You really have to have close to a perfect storm: the third party apps, styling and price points.”

Testa downplayed the impact marketing may have for Motorola. Though Fox may pique the interest of young men, the Devour won’t sell if the product isn’t solid as well.

http://news.medill.northwestern.edu/chicago/news.aspx?id=156270

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Quoted – Motorola breakup expected, but when? – Medill Reports

January 23, 2010 by 19 Comments
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Motorola breakup expected, but when?

Analysts agree Motorola Inc. still needs to shed its iconic but unprofitable handset phone division, but whether the company will become leaner this year is uncertain.

“When you have such a small market share you need to have something unbelievably hot,” said Scott Testa, a professor at Cabrini College in Philadelphia and an expert on the wireless industry. “A lot of other manufacturers are coming out with Android phones. That’s not going to take them to the Promised Land.”

http://news.medill.northwestern.edu/chicago/news.aspx?id=154119

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Quoted – Learning the Way of the Snow Leopard – MacNewsWorld

November 30, 2009 by 3 Comments
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When confronted with a new piece of technology, some users will jump right in, but others may want to learn from an expert how to get the most out of it. Class On Demand puts 13 lessons onto a DVD that Mac greenhorns can use straight from their new computers. However, as many vendors operating in the Apple universe have found, one of their biggest rivals may turn out to be Apple itself.

As many developers have learned, operating in the Apple universe can be an uncertain proposition because one never knows when one may be in a face off for market share with one’s benefactor. “Apple’s going to get more involved in training themselves,” Scott Testa a professor of business administration at Cabrini College in Philadelphia told to MacNewsWorld.

“They’re going to start wrapping around training more and more with the retail experience,” he continued. “You’re going to see stores that are larger and have a larger training component in them.”

“They see training as a business that’s complementary to the rest of the things they’re doing,” he added. “An educated customer is generally a better customer. The more educated your customers are in your products, the less chance you have of losing them.”

“That’s not going to make trainers happy,” he declared, “but the market is so large that Apple could in no way satisfy the whole demand in it.”

http://www.macnewsworld.com/story/Learning-the-Way-of-the-Snow-Leopard-68712.html

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Quoted – Consumer Spending Jumps 1.3 Percent in Aug – Nielsen Business Media

October 6, 2009 by 1 Comment
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“Cash for Clunkers” again helped to raise consumer spending in August, according to data released Thursday by the U.S. Bureau of Economic Analysis. The federal CARS program, which ran from July through Aug 24, 2009, helped boost new car and truck sales to grow consumer spending by 1.3 percent overall. This marks the largest increase since Oct 2001 and a substantial gain over July’s revised 0.3 percent uptick.

Overall spending on goods increased by 2.5 percent. Auto categories, particularly the sale of car and truck parts, accounted for much of the 5.8 percent increase in the purchase of durable goods. Spending on non-durable goods grew 1 percent (up from a 0.3 percent increase in July) and purchases of services were up 0.2 percent (following a 0.1 percent gain the previous month).

“The black cloud over people’s psyche, I think it’s starting to lift,” said Dr. Scott Testa, professor of business administration at Cabrini College in Philadelphia, who believes the increases in spending directly reflect a more upbeat consumer attitude. “I also think a lot of retailers are getting more aggressive with their pricing, especially the large big box retailers like the Wal-Marts of the world. They continue to be aggressive and gain market share and bring out compelling goods that are allowing consumers to get more bang for their buck.”

Although spending increases were shadowed by slight inflation—pricing increased by 0.3 percent overall—Testa said it has not had a significant impact on consumers.

“From a historical basis, inflation is still very much in check,” said Testa. “Where people really begin to feel inflation the most, especially in these economic times, are in gasoline and food and in those two areas a lot of things have been pretty much in check.”

http://www.ddimagazine.com/displayanddesignideas/content_display/industry-news/e3i633220926c9bdcfe8c5d2c19bfe4be31

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