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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