Motorola launches global flagship stores

"Motorola's goal with the Flagship Stores is nothing short of the reinvention of mobile retail culture and the transformation of the consumer experience, and our mission has always been to help people realise their human potential through the power of technology" says Michael Tatelman, Motorola corporate vice president and general manager Mobile Devices, North Asia.

"The Flagship Stores are a superb opportunity to bring our vision of seamless mobility to life for consumers in a way that is experiential, human, and fun."

Applying the same kind of design approach used in the Motorola mobile handsets, Motorola Flagship Stores feature an interactive layout, highly trained staff, phone customisation and experience pods. All are intended to create an experiential environment that incorporates Motorola's full product range and bring to life Motorola's vision of seamless mobility - anytime, anywhere.

Fun

Fun is a core element of the stores, offering users an opportunity to personalize their phones using laser etching and customised "phone tattoos," as well as in-store training programs and on-site factory authorised technicians to aid with questions and any necessary service.

"Motorola's Flagship Stores are designed to help consumers get more out of their Motorola products, beginning with an enhanced purchase experience and continuing throughout the time they own the tools for connection and communication," says Motorola's Jeremy Dale, vice-president of retail marketing.

"We believe that through personalised service, an innovative and engaging retail environment, and a broad presence of these stores in the market, we offer a truly seamless consumer experience and will drive overall sales of the entire Motorola product family."

Modular nature

Beyond the Motorola Flagship Stores themselves, Motorola is planning on taking advantage of the modular nature of the Flagship Store design to launch "store-in-store" shops and non-flagship stores.

"The key elements of the Motorola Flagship Store are modular, scalable, and flexible, ensuring that various incarnations of our signature store design will soon be found in stores worldwide," explains Dale. "Motorola will only launch flagship stores, stores or "stores-in-stores" if it benefits our customers and partners who will be opening and operating the stores."

The Shanghai Motorola Flagship Store is the first of four planned for mainland China, with additional key locations throughout Asia and around the world to follow.

"Chinese consumers are as sophisticated as any consumers in the world," says Tatelman.

"Launching our Flagship stores in China not only gives us the opportunity to become the brand of choice for China's sophisticated consumers, it also gives us a unique opportunity to hone the retail concept for markets worldwide."