Marketing in India: Motorola’s Model Moves from Ecommerce Pure Play to Omnichannel - eMarketer
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eMarketer Interview

Marketing in India: Motorola’s Model Moves from Ecommerce Pure Play to Omnichannel

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An interview with

Amit Boni

Country Head, Motorola India, Motorola India

Interview summary

As the company that introduced the first commercially available cell phone, Motorola still enjoys strong brand recognition in India, despite changing ownership several times in the past few years. Amit Boni, country head of Motorola India, talks about why the company paired exclusively with digital marketplace Flipkart to relaunch its brand in India, and why consumer demands have led it to embrace retailing devices in brick-and-mortar locations.

Interview

eMarketer: When the Motorola brand was relaunched in India in February 2014, why did it decide to form an exclusive partnership with Flipkart?

Amit Boni: India is a very fragmented distribution market, and to reach out to a broader audience requires a very heavy investment. There is a three-tier distribution system in place, which means that there is a lot of intermediation for a product from the factory to the hands of an end consumer.