Slim Cell Phones: A Wireless Fashion Phenomenon

2005 was the year of the slim cell phone, as Motorola’s RAZR handset entered the mainstream and customers around the world went wild for its light and stylish form factor.

When the first RAZR blueprints were made in 2003, Motorola designers asked a simple question: how thin can we make it? This formed the basis for a revolution in cell phone design that would go on for years to come.

The RAZR’s unique design and memorable brand name made it a clear winner, and ultimately, the most popular handset in both North America and Europe. As demand for slim cell phones heated up, however, competitors quickly moved in for the kill.

South Korean handset maker, Samsung Electronics, produced some of the most noteworthy RAZR imitators, including the MM-A900, and later the SGH-T509, which were marketed in the U.S. by Sprint and T-Mobile, respectively.

Motorola responded to the impending competitive threat with an arsenal of new slim phones, using its tried-and-proven RAZR branding strategy. This family of spin-off devices was kicked off by the Motorola SLVR L7, and later grew to include the RIZR and KRZR handsets.

As competitive pressure mounted, however, Motorola was forced to deeply discount its whole line of slim cell phones, giving some great deals to consumers, but seriously reducing its own profit margins by late 2006.

The RAZR, its family, and even some of its impostors remain popular to this day, but intense competition and market saturation have eliminated much of the profit potential that they once enjoyed.


Published by TeleClick Enterprises
Edited by Jeremy Maddock