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Telecommunications equipment industry

Motorola Taps Pop Star Jay Chou to Revitalize Cell Phone Business in China

Strategic Insights

— 1 min read

Motorola Inc., a struggling cell phone manufacturer in China, has enlisted the help of pop star Jay Chou to boost its image and sales among young Chinese trendsetters. Chou, a huge celebrity in China and Taiwan, has become the company's brand ambassador in China, championing the music experience delivered by Motorola's handsets and MotoMusic, the largest legal music-download site in China.

Key Takeaways:

  • Motorola has hired pop star Jay Chou as its brand ambassador in China, aiming to boost its image and sales among young Chinese trendsetters.
  • Chou will champion the music experience delivered by Motorola's handsets and MotoMusic, a legal music-download site in China.
  • The company will offer a special Jay Chou version of the Rokr E2 handset, preloaded with a ring tone, a full song, screen savers, and video, until October 7 in China.
  • Motorola hopes that Chou's endorsement will persuade China's music fans to buy songs at MotoMusic instead of downloading them illegally.
  • Chou is the latest major celebrity to team up with Motorola, following in the footsteps of U2 frontman Bono, British soccer star David Beckham, and Indian movie star Abhishek Bachchan.
  • Analyst Albert Lin from American Technology Research Inc. questions whether the deal with Chou will bring Motorola the customers it needs, citing concerns over the appeal of Chou's music to older generations.

Statistics:

  • Motorola once controlled half of China's mobile phone market but fell behind Nokia and other competitors.
  • Motorola has partnered with several high-profile celebrities, including Bono, David Beckham, and Abhishek Bachchan.
  • MotoMusic is the largest legal music-download site in China.
  • Chou's popularity in China is partly driven by a distinct cultural flair that may not appeal to most Chinese traditionalists or older generations.
  • Motorola expects celebrity endorsements to help its branding, but the impact may be marginal.

Sources:

  • Crain News Service, "Motorola Taps Jay Chou to Revitalize Cell Phone Business in China," September [no date provided].
  • American Technology Research Inc., "Motorola's Lead in China Will Be Hard to Recapture from Nokia," August [no date provided].
  • Motorola Inc., "Jay Chou Partners with Motorola to Deliver Music Experience" (press release).

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