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Motorola’s executive director of customer experience and design, Ruben Castano, believes in the enduring appeal of the clamshell-style phone form factor, even after 19 years since the release of the first Moto Razr. The Razr, which revolutionized the handset market, still holds nostalgic value for many consumers. However, Castano emphasizes that the new Motorola Razr 40 series solves fundamental consumer problems while retaining the pocketability and traditional design of a flip-style phone.
When the original Razr was introduced in 2004, its slim profile and premium materials gave it a distinct elegance. It stood out as a fashionable accessory rather than just a tech gadget. The new Razr 40 Ultra maintains the basic clamshell form factor but reinterprets it for modern times. Castano acknowledges the attachment to the original Razr, not only in terms of design but also as a symbol of innovation and contemporary aesthetics. Nevertheless, he acknowledges that change is inevitable.
Castano, who has been with Motorola for over 18 years, highlights the evolution of foldable phones, including Motorola’s own journey. In 2019, the company released a new version of the Razr with a folding screen, and since then, it has been launching updated models annually, refining the design and improving the internals. While the initial attempts at a modern clamshell with a foldable display faced challenges, Castano sees it as an ongoing process of optimization and meeting consumer needs.
Motorola’s challenges
Developing a foldable form factor presents its own set of challenges. The need for duplicated components such as batteries, PCB boards, and cables between the flip and base of the device adds complexity. In the first generation, space limitations prevented the inclusion of a larger display. However, Castano believes that with the Razr 40 Ultra, Motorola pays tribute to the iconic Razr while demonstrating progress and improvements in the flip-style phone category. He emphasizes that this form factor played a crucial role in transitioning from feature phones to smartphones.
Castano acknowledges that consumers’ preferences have evolved over time. The Razr 40 Ultra features a 3.6-inch outer display, larger than any other flip-style foldable currently available. This display is not merely for notifications but can also accommodate widgets and applications, providing convenient access even when the device is closed. Motorola has focused on perfecting the form factor while addressing the issues faced by early iterations of foldable phones.
Motorola’s commitment to the flip-style foldable form factor has led some to question why the company hasn’t introduced a phone that opens like a book to reveal a tablet-sized screen. Castano explains that there is still much to explore within the clamshell design, as it allows for the integration of new features while capitalizing on nostalgia and emotional and functional elements. For example, users can hold the Razr 40 Ultra like a traditional camcorder, enabling a fresh approach to video recording.
Other New Products
In addition to the high-end Razr 40 Ultra, Motorola is also introducing a lower-tier model called the Razr 40. This variant shares similarities with the Ultra but offers a smaller external screen and a more affordable price point. Motorola aims to cater to a wider range of consumers while maintaining the distinctive flip-style form factor.
With the release of the Razr 40 series, Motorola’s efforts continue to bridge the gap between traditional and modern design, offering a unique smartphone experience that combines nostalgia, innovation, and practicality. The company’s dedication to optimizing the flip-style phone form factor and addressing consumer needs demonstrates its commitment to evolving with the times while also staying true to its iconic heritage.
