The last few years of Motorola phones have been defined by bold colours and interesting textures, so it might not be entirely surprising that the manufacturer doesn’t want customers to cover them up.
Speaking at a launch at the end of last month, the Head of Motorola Australia, Praveena Raman, said "we definitely encourage people to sort of not use the case," even though one is bundled in a box. That may be counterintuitive, but Raman said that they found cases weren’t "as important" to customers when Motorola did post-purchase cold calling.
"They want to feel [the phone]," said Raman.
Motorola has largely abandoned the use of back panel glass in its phones in recent years. Instead, it has used textured materials like vegan leather across a whole range of devices, and on the Motorola Signature, a linen or twill-inspired fabric-like material, depending on the colour.
"A lot of effort goes into making these devices; we focus a lot on colour, material, and finish," said Raman.
On top of unique materials, Motorola has partnered with colour house Pantone on the hues used for its phones. While this still leads to some conventional shades that mimic your typical blacks and whites, Motorola has also launched phones in colours like "martini olive", "peach fuzz", "lily pad", and "viva magenta".
Notably, that bet appears to be paying off.
"65% of the [Motorola] phones sold globally aren’t black. How exciting is that? It’s actually colour, and it’s also bold colours," said Raman.
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Alex Choros
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