China location is first step in global effort to
help consumers get more out of their products
SHANGHAI – 13 July 2006 – Motorola, Inc. (NYSE:MOT) a global leader in wireless
communications, today launched a worldwide initiative to open Motorola branded
stores in key markets with the opening of its first "Global Flagship
Store" in a busy shopping area in downtown Shanghai.
Applying the same kind of innovative design approach that distinguishes
Motorola's award-winning mobile handsets, Motorola Flagship Stores feature a
unique, interactive layout, highly trained staff, phone customisation and
experience pods. All are intended to create a deeply experiential environment
that incorporates Motorola’s full product range and bring to life Motorola’s
vision of seamless mobility – anytime, anywhere.
"Motorola's Flagship Stores are designed to help consumers get more out of
their Motorola products, beginning with an enhanced purchase experience and
continuing throughout the time they own the tools for connection and
communication," said Motorola’s Jeremy Dale, vice-president of retail
marketing. "We believe that through personalized service, an innovative
and engaging retail environment, and a broad presence of these stores in the
market, we offer a truly seamless consumer experience and will drive overall
sales of the entire Motorola product family."
Motorola has spent the last two years deeply engaged in a global research and
development effort around the new retail concept, and as a result has come up
with an approach that is centred around the consumer.
Fun is a core element of the stores, offering users an opportunity to
personalize their phones using laser etching and customized "phone
tattoos," as well as unique in-store training programs and on-site factory
authorized technicians to aid with questions and any necessary service.
Beyond the Motorola Flagship Stores themselves, Motorola is planning on taking
advantage of the modular nature of the Flagship Store design to launch
"store-in-store" shops and non-flagship stores.
“The key elements of the Motorola Flagship Store are modular, scalable, and
flexible, ensuring that various incarnations of our signature store design will
soon be found in stores worldwide," said Dale. “Motorola will only launch
flagship stores, stores or “stores-in-stores” if it benefits our customers and
partners who will be opening and operating the stores.”
The Shanghai Motorola Flagship Store is the first of four planned for mainland
China, with additional key locations throughout Asia and around the world to
follow. “Chinese consumers are as sophisticated as any consumers in the
world," said Michael Tatelman, Motorola corporate vice president and general
manager Mobile Devices, North Asia. “Launching our Flagship stores in China not
only gives us the opportunity to become the brand of choice for China’s
sophisticated consumers, it also gives us a unique opportunity to hone the
retail concept for markets worldwide.”
"Motorola's goal with the Flagship Stores is nothing short of the
reinvention of mobile retail culture and the transformation of the consumer
experience, and our mission has always been to help people realize their human
potential through the power of technology" said Tatelman. "The
Flagship Stores are a superb opportunity to bring our vision of seamless
mobility to life for consumers in a way that is experiential, human, and
fun."
Source: Motorola press release
