Cliq or Dext? Whatever you call it, Motorola’s big play

September 10, 2009

Motorola launched its Hail Mary pass in the smartphone market and it goes by the name of Cliq, or Dext, depending on where you live. One would assume plenty of branding research went into the names (Cliq in the U.S. and Dext elsewhere), as this is the company that created such easy-to-remember names as Razr, Rokr and Rizr.

Motorola, once a cellphone leader producing iconic products, has fallen well behind the competition as the smartphone market continues to sizzle and consumers flock to devices like the iPhone (which, incidentally, goes by the name “iPhone” everywhere it sells).

With so many new smartphones coming to the market, analysts say the key to success is differentiation — which is often a software issue rather than a hardware one. Motorola hopes its MOTOBLUR software, based on Google’s Android platform, will help it carve out a niche.

The company calls the Cliq/Dext “the first phone with social skills.” It says MOTOBLUR integrates contacts, emails, texts, postings, photos and the like from sources like Facebook, Twitter and Gmail and makes them easier to manage.

Motorola has put all its eggs in Android’s basket, reorganizing its handset unit around the platform, but it faces quite a challenge. Many of its rivals have already integrated social-networking function into their phones.

“Not only do you have to design and build interesting phones and get them into carriers, but also can you make money on it?” said Macquarie Research analyst Phil Cusick. “The smartphone landscape is exploding and there is tons of opportunity here for somebody who can build a great device, but you also have a ton of competition. Not only the traditional smartphone guys like Apple, Palm, and HTC, but LG and Samsung – who are phenomenal executors – getting into the smartphone space as well with Android.”


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Where is Blackberry’s Touch screen-keyboard combo?!?!?Heard rumors about this for about a year now.

Posted by Dirk | Report as abusive

It SHOULD be OBVIOUS: Whether this device is successful or not is solely dependent on whether or not the AVERAGE Joe can (a) afford it, (b) Motorola/Google makes it “open source” to the consumer & (c) that it actually WORKS!The iPhone is disdainfully eschewed by free thinkers who resent being HOSED by AT&T on stupid pricing & high fees. Functionality & value worked for VW with the original Beetle, Ford w/ the Model T, Apple w/ the original Apple PCs, … is anybody listening?Smug Schmucks running these companies had better sniff the winds of change wrought by Worldwide Economic Collapse: consumers have finally awakened & will settle for nothing less than value … across the board.Will Motorola succeed with this product? If they make it available to the common consumer at an affordable price, without entrapment to any particular network’s disgustingly ridiculous “Contract”. Sell me one & I’ll activate it with any provider I choose, at a rate I feel is fair!Otherwise, I can live quite happily without it.CheersTony FunchesLas Vegas NV

Posted by Tony Funches | Report as abusive