That time we tried to make the Moto X in the U.S.A.
I’d been working for Burson-Marsteller in China for nearly six years when I got poached away by our client, Motorola. Jumping from agencies to clients can be tricky, but my boss at Burson gave me her blessings. Maybe she thought it would be good to have an alum as the client. Or maybe she was just happy to be rid of me and my obnoxious blog.
This was 2010 and the iPhone was popular, but not yet the Greatest Consumer Product of All Time. Smartphones hadn’t changed the world, but you could feel the change coming and everyone wanted in on the action.
I’d been smitten the first time I handled an iPhone, in 2008, and I’d bought a first-generation model shortly thereafter, on a work trip to San Diego. At the time, all iPhones were U.S. only and locked to AT&T. I had to jailbreak mine when I got it back to China so I could use it on China Mobile. This was terrifying, like performing brain surgery on your child with kitchen implements. I was sure I was going to lobotomize my new $600 superphone.1
Amazingly, the patient lived. I promptly abandoned both my Motorola Razr V3 flip phone and my Burson-issued China Mobile Blackberry, which looked like a prop from the old Adam West “Batman” TV show. This lasted until I got a nastygram from Burson’s IT department scolding me for using an “unauthorized client.” Reluctantly, I shifted my work email back to the Bat-Berry. But I used the iPhone for everything else.
No regrets! As small and slow as early models were, touchscreen smartphones were obviously going to revolutionize mobile computing and change our experience of the world. I’d known that the moment I saw the New York Times home page microscopically rendered on a 3 1/2 inch display, and again the first time I saw the map application tracking our location in real time while in a car. The only thing I regretted was losing the tactile snap! of slamming the Razr shut. Hanging up on someone would never be as satisfying again.
I was in love with smartphones and when Motorola came calling, I was ready. Motorola was still a behemoth in 2010, but activist investor Carl Icahn was cleaving the company in two. Motorola Mobility, the new smartphone-focused business, had lured Sanjay Jha away from Qualcomm to be CEO. Jha was all-in on Android, and Motorola had launched the first Android smartphone in China, the lozenge-shaped XT800. I shelved my iPhone for an Android-powered handset, a goony Motorola Milestone with a slide-out keyboard. The future was wide open and the smartphone market was there for anyone to seize!
In theory.
Imagethief 