Last year Motorola linked with Apple to promote Moto ROKR E1, the (disappointing, some say) first-ever mobile phone with iTunes capability, and this year Motorola intends to take the lead in producing music-enabled technology.

This year the company will be addressing five strategic areas encompassing all genres of mobile and wireless advancement, ranging from iconic handset design to forefront 3G technologies. These five areas are design, 3G, mass market, companion products and music.

Motorola country manager Patrick Aronson said: "Motorola has always been a company that pushes forward, whether it is in handset design or industrial innovation. Here in the Philippines, we'd like to exhibit the quality and value that Motorola can offer by addressing these five strategic areas."

Individually, these five zones allow Motorola to cater to the specific needs and wants of their consumers. Collectively, these areas influence Motorola's strategic planning. Every product we come up with must pass our "no compromises" standard that demands and delivers across technologies, price points and markets, Aronson said.

Five zones

The first zone design touches on the need to break the barriers often established with mobile phones. For 2006, Motorola breaks out of the traditional candy bar and clamshell phones, and adds its own twist. Motorola's version of the clamshell phone - the Moto RAZR - took the market by storm. Aronson said that Motorola's comeback to the major mobile players' arena is due to the success of the RAZR.

The second zone, 3G, has brought Motorola mobile innovation to a new level. With the help of local service providers, Motorola is aiming to push 3G faster. Aronson said that the market is in for a surprise with the release of Motorola's 3G phones. "Our phones will delight customers. Our units are slimmer, more compact, compared to the available 3G phones in the market right now."

Mass market is the third area which Motorola will address with budget, yet high-quality handsets. The mass market direction reflects Motorola's desire to deliver quality products at minimal cost. At present, Motorola boasts of the most inexpensive camera phones in the local market, the Moto C651 and C650.

With the fourth area - companion products - Motorola aims to broaden the concept of wireless mobility. In this area, Bluetooth technology plays a major role, from wireless Bluetooth headsets to Bluetooth jackets. The company wishes to bring a whole new meaning to wearable technology.

The music area is Motorola's premier zone and Motorola intends to take the lead in producing music-enabled technology.

Aronson said that these areas are highly suggestive of what Motorola has in store for 2006. "We want to change the way wireless technology is viewed here in the Philippines, and establish that Motorola has taken that lead in that arena."