Motorola is returning to relevance in Europe, snags 6% UK marketshare

March 31, 2014
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Motorola Moto G aa 12

Although the Moto X is an excellent handset that proves there is more to a great smartphone experience than just high-end specs, it hasn’t exactly had a major impact on the global market — in large part due to the fact that the handset is just now starting to make its way to Europe and other markets outside of North America. Turning to Motorola’s budget handset, however, we’re looking at a very different story so far.

According to the latest smartphone sales data from Kantar Worldpanel ComTech, the Moto G has single-handily launched Motorola back into relevance throughout several markets in Europe. Focusing particularly on the UK, Kantar’s Dominic Sunnebo says that Motorola has gone from barely existing at all to controlling 6% of British sales, at least when looking back three months with the period ending in February of 2014.

As to be expected, the handset is most popular among income groups that generate under £20,000 a year (roughly $33284). The Moto G is also very popular among male consumers (83% of Moto G buyers) and those between the ages of 16 and 24 (over half of all buyers).

Motorola was nowhere in Europe before the Moto G launched in November last year, but the new model has since boosted the manufacturer to 6% of British sales. It highlights the speed at which a quality budget phone can disrupt a market.
Dominic Sunnebo
Strategic insight director, Kantar Worldpanel ComTech

Honestly, we can’t say we are too surprised by the Moto G’s success. Even if it was priced at as much as $100 more, the Moto G would prove to be an attractive, solid-performing device. At it’s current pricing of £135 in the UK and $179 in the U.S.? Motorola’s budget handset is an absolute steal, and it’s also worth noting that you can get carrier-locked versions of the handset for even cheaper.

On the downside, the Moto G does make a few concessions in order to keep pricing low, such as ditching 4G LTE, NFC and other features that are commonplace among higher-end devices out there. If you can get past a few minor inconveniences, the handset still manages to provide an excellent experience that will leave consumers with a good impression of Android in general. This is something that we couldn’t necessarily say about the majority budget handsets up until now.

For those that are curious to learn more about the Moto G, you’ll want to check out our full review.

Motorola has certainly been pushing a bold new direction over the last year or so, and the Moto G is not only a major step forward for the company, it also raises the bar when it comes to what consumers expect from a sub-$200 smartphone. The big question now is whether Motorola will be able to keep this momentum up going forward, especially once it officially becomes part of Lenovo.

What do you think of the Moto G and the Moto X? Will Motorola’s continued push of this ‘new direction’ be enough to rebuild the company’s reputation and make it a more relevant player in the smartphone market?

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