Heaptalk, Jakarta — After nearly eight years away from Indonesia, Motorola returned to the market by launching the Moto G45 5G, an entry-level segment smartphone. The release of Moto G45 5G is claimed to be a local-for-local product as the assembly process is 100% in Indonesia with over 35% local component content.
Bagus Prasetyo, Country Head of Motorola Indonesia, said that the phone maker aims to gain 10% market share by introducing several smartphone lineups, starting with the entry-level segment. This brand also aspires to become a top-five brand in the next three years: 2025, 2026, and 2027.
“We are present in Indonesia with a vision. We want to be one of the smartphone players and prominent brands in Indonesia. We have a projection that in the next three years, we will reach double-digit market share, starting with some of the lineups that have been mentioned,” Bagus stated.
Partnering with a local manufacturer
Motorola partners with PT Sat Nusapersada, an electronics manufacturer in Batam, Riau Islands, to invest in production lines. The phone maker plans to bring more smartphones powered with AI and 5G capabilities. “We believe that anyone who succeeds in maximizing AI will be the one who wins the market. In addition, we also believe that in the coming years, 5G will continue to grow. Therefore, all our products here will mainly focus on 5G,” Bagus concluded.
Mahesh Alanthat, Regional Director GTAP Motorola Asia Pacific, is optimistic that the brand’s comeback in Indonesia will yield positive results. This confidence is based on the good performance shown globally and in several countries in North America, Latin America, and Asia Pacific. The company saw a 43% increase in revenue year over year globally in the recent quarter. 33% of the revenue growth comes from premium smartphones, led by the Edge and the Razr series.
Furthermore, Mahesh proudly admitted that the company is growing faster than the market worldwide. In North America, Motorola ranks first in prepaid and flip phones, while in Latin America, it remains second. “In Asia Pacific, our growth has been 3x. We have become the fastest growing region within Motorola, and coming to Indonesia is the initiation of that story to grow even faster. India itself is growing at 3x, with almost 244% revenue growth year on year,” Mahesh said in Central Jakarta (02/18).
Taking over Apple users
In Japan, the phone manufacturer has reached a 9% market share, maintaining its position as one of the fastest-growing brands. In the Greater Asia Pacific, it has vast expansion plans with a current growth of 78%. With the addition of markets like Indonesia, Mahesh is confident the brand can grow even faster.
He voiced, “Now let me tell you something about our premium segment. In the last eight quarters, as you see, we have grown 3x. Starting from a 20% contribution of revenue coming from premium smartphones, it’s grown to 56% in the last quarter.”
The flip phone Razr has grown significantly, becoming the number one foldable smartphone in the US with a 60% market share. Mahesh admitted that Motorola’s buyers are former Apple users who want to switch to other premium smartphones. “Overall, globally, we have about 20% of buyers coming from Apple, and that basically tells us how much the premium smartphone buyers love us. That is reflected in our NPS (net promoter score) as well,” Mahesh concluded.
