Motorola is returning to Ecuador with the smartphone category and is planning its official launch in the country next November. The brand, which in recent years has been present in Ecuador through operators and dealers, is now fully present in the local market with its own brand agency and a complete portfolio of its equipment, including top quality. Carlos Villamil, general manager for Motorola in Colombia and Ecuador, reveals the details of the commercial strategy by which the American brand seeks to establish a strong presence in the Ecuadorian market.

When were you at the Ecuadorian market and what products did you go with?

Motorola has been present in Ecuador all this time through some operators and retailers, but with a more limited product portfolio. But as you know, Ecuador is a very important market for Motorola in the region, and now we operate with more strength and our own presence. In this first case, it is a very strong bet with Consenso Group, which has the license to distribute our TVs, and will be a key partner to add smartphones from our three series to the Ecuadorian market: entry, middle and premium; and accessories.

How much does the brand invest in entering the local market?

We are investing what we have never invested in Ecuador and our consumers will be able to see it thanks to the fact that we have goals to increase the presence of the brand with our range of premium products such as our Motorola Edge family. This franchise even grew 4 times (4 times more) in sales in the last year in Latin America (fiscal year, April 2022 to March 2023). On the other hand, in 2019 we were the first brand to launch a foldable smartphone with a clamshell format, bringing back the iconic Razr design that is now coming to Ecuador.

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What portfolio are you entering Ecuador with?

We will announce the availability of the brand’s most innovative and latest portfolio:

Motorola Razr 40 ultra

Motorola Edge 40 neo

Motorola Edge 40

Moto g84 5G

With what commercial strategy is Motorola re-entering Ecuador?

Motorola keeps the consumer at the center of its strategy and today consumers are mainly looking for an emotional connection, a sense of belonging, authenticity and establishing a dialogue with the brand. And clearly one of the best ways to make that connection is through the senses. Motorola, which always puts the consumer at the center of its decisions, creates this connection.

A great example of this is our Motorola fragrance, an exclusive olfactory brand developed in collaboration with Firmenich, which can be found on the packaging of our premium products and at points of sale worldwide. On the other hand, these packages are made of sustainable materials that reduce the impact on the environment.

Sound is another important aspect for our users. We already have the well-known Hellomoto! but building on that sentiment, I’d like to announce today in Colombia that Motorola and Bose, two iconic and innovative brands, will join forces to offer an unparalleled audio experience.

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What is Motorola’s vision for the Ecuadorian market?

In Latin America, Motorola retains the second position for the fiscal year 22/23, maintaining it for more than 12 quarters and increasing its market share by 20%. This speaks to our commitment to continue growing, conquer new markets like Ecuador and hope to be among the top #3 in the region in the medium term.

What are the sales and expected growth of the brand in the local market?

We want our business partners to see us as a partner. Work together with them to create development in the country and go one step further together. The idea is to avoid just entering and selling phones, but to boost the telecommunications industry in Ecuador.