Bmgt Activity Essay

690 Words Oct 18th, 2015 3 Pages
In the fall of 2011, Motorola spun off its Mobile Devices division creating a new publically traded company, Motorola Mobility. The newly formed company‘s executive team was under intense pressure to come out with a winner: a smartphone that could grab substantial market share from Apple‘s iPhone 4S and Samsung‘s Galaxy Nexus.
To do this, the team oversaw the design of an Android version of the Motorola RAZR, which used to be the best-selling phone in the world. The hope of the executive team is that past customers who loved the RAZR will really love the new ultra-thin smartphone—the Droid RAZR. As with other products produced by Motorola, the Droid
RAZR was designed by a team of individuals. To understand how this team approach is
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Now, in every concept-phone unit, developers are engaged in an ongoing struggle to balance the two often-opposing demands of cell phone design: how to build the smallest possible phone with the largest possible screen. The previous year, designers in the Motorola concept-phone unit had unveiled the rough model of an ultratrim phone—at 10 millimeters, about half the width of the average flip-top or ―clamshell‖ design. It was on this concept that Motorola decided to stake the revival of its reputation as a cell phone maker who knew how to package functionality with a wow factor.

The next step in developing a concept phone, of course, is actually building it. And this is where teamwork comes in. For one thing, you need a little diversity in your expertise.
An electronic engineer, for example, knows how to apply energy to transmit information through a system but not how to apply physics to the design and manufacture of the system; that‘s the specialty of a mechanical engineer. And engineers aren‘t designers— the specialists who know how to enhance the marketability of a product by adding aesthetic value.

In addition, when you set out to build any kind of innovative high-tech product, you need to become a master of trade-offs—in Motorola‘s case, the compromises resulting from the demands of state-of-the-art

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