Counterpoint Conversations: Motorola’s Partnership with Pantone, Leveraging AI for Meaningful Smartphone Experiences

Motorola, with its newly launched smartphones, is taking a different approach in a world obsessed with megapixels and hardware specifications. The brand is focusing on design and user experience with its new launches. At the Motorola Edge 50 Pro launch event in India, Tarun Pathak, Research Director at Counterpoint, sat down with Ruben Castano, Head of Design and Experience at Motorola Mobility, to talk about the brand’s strategic shift towards its lifestyle image, collaboration with Pantone and much more.

The Interview

Key takeaways from the discussion:

Lifestyle branding, new design language:

• Motorola is transforming into a lifestyle brand with a new design language that prioritizes ergonomics.
• Castano emphasized ageless and genderless aesthetics.
• Castano also underscored the importance of color, material, and finish (CMF) as a decision factor for consumers.
• The Motorola Edge 50 Pro features a vegan leather back, offering consumers a better grip and a way to express themselves with their devices.
• The new pearl finish was developed in partnership with high-end fashion brand Mazzucchelli.

Strategic partnership with Pantone:

• Motorola has collaborated with Pantone, a world leader in color expertise.
• This partnership gives Motorola access to color trend forecasting about 6-18 months in advance.
• Pantone’s expertise is also being used for display calibration and ensuring color accuracy from capture to display.
• Motorola focuses on both global and regional customization based on research in specific markets.

AI integration:

• Moto AI focuses on AI that is meaningful for consumers by offering enhanced experience.
AI in camera to improve photography and videography, Style Sync feature to create personalized wallpapers using AI, and background optimizations to elevate performance, battery, display, and more.

Focus on user experience and connected ecosystem:

• Motorola is moving beyond tech specs in marketing and focusing on user experience.
• Motorola is also leveraging Lenovo’s security solutions for enhanced phone protection.
• Smart Connect, a cross-platform connectivity solution to connect Motorola smartphones seamlessly and wirelessly with Windows PCs and tablets.
• Seamlessly drag and drop to transfer content like photos and videos, or copy text across devices, into presentations, and more.

Analyst takeaways:

• Motorola has been doing well lately, one of the key reasons is that the brand is riding on the premiumization trend driven by its Edge and Razr portfolio. Motorola’s premium series (>$600 wholesale) sales grew 33% YoY globally in Q1 2024.
• Motorola is aiming to strive for meaningful device experiences by integrating AI across its ecosystem products and taking a beyond-device approach, shifting the conversation beyond specifications.
• Motorola is taking up deeper and more strategic industry partnerships instead of a wide range of partnerships. One such example is its partnership with Pantone which helped it to differentiate its devices from design, display, and camera perspectives.
• According to Counterpoint, product design is one aspect where Motorola is doing better than some of its competitors.

Related Posts

Counterpoint research is a young and fast growing research firm covering analysis of the tech industry. Coverage areas are connected devices, digital consumer goods, software & applications and other adjacent topics. We provide syndicated research reports as well as tailored. Our seminars and workshops for companies and institutions are popular and available on demand. Consulting and customized work on the above topics is provided for high precision projects.

Term of Use and Privacy Policy

Counterpoint Technology Market Research Limited


In order to access Counterpoint Technology Market Research Limited (Company or We hereafter) Web sites, you may be asked to complete a registration form. You are required to provide contact information which is used to enhance the user experience and determine whether you are a paid subscriber or not.
Personal Information When you register on we ask you for personal information. We use this information to provide you with the best advice and highest-quality service as well as with offers that we think are relevant to you. We may also contact you regarding a Web site problem or other customer service-related issues. We do not sell, share or rent personal information about you collected on Company Web sites.

How to unsubscribe and Termination

You may request to terminate your account or unsubscribe to any email subscriptions or mailing lists at any time. In accessing and using this Website, User agrees to comply with all applicable laws and agrees not to take any action that would compromise the security or viability of this Website. The Company may terminate User’s access to this Website at any time for any reason. The terms hereunder regarding Accuracy of Information and Third Party Rights shall survive termination.

Website Content and Copyright

This Website is the property of Counterpoint and is protected by international copyright law and conventions. We grant users the right to access and use the Website, so long as such use is for internal information purposes, and User does not alter, copy, disseminate, redistribute or republish any content or feature of this Website. User acknowledges that access to and use of this Website is subject to these TERMS OF USE and any expanded access or use must be approved in writing by the Company.
– Passwords are for user’s individual use
– Passwords may not be shared with others
– Users may not store documents in shared folders.
– Users may not redistribute documents to non-users unless otherwise stated in their contract terms.

Changes or Updates to the Website

The Company reserves the right to change, update or discontinue any aspect of this Website at any time without notice. Your continued use of the Website after any such change constitutes your agreement to these TERMS OF USE, as modified.
Accuracy of Information: While the information contained on this Website has been obtained from sources believed to be reliable, We disclaims all warranties as to the accuracy, completeness or adequacy of such information. User assumes sole responsibility for the use it makes of this Website to achieve his/her intended results.

Third Party Links: This Website may contain links to other third party websites, which are provided as additional resources for the convenience of Users. We do not endorse, sponsor or accept any responsibility for these third party websites, User agrees to direct any concerns relating to these third party websites to the relevant website administrator.

Cookies and Tracking

We may monitor how you use our Web sites. It is used solely for purposes of enabling us to provide you with a personalized Web site experience.
This data may also be used in the aggregate, to identify appropriate product offerings and subscription plans.
Cookies may be set in order to identify you and determine your access privileges. Cookies are simply identifiers. You have the ability to delete cookie files from your hard disk drive.