The technology behind cellular phones is no longer the main feature, rather it is the look and feel that has become increasingly important to consumers, says Motorola design guru Ignacio Germade.
Germade, the design director of Motorola`s UK and Singapore design centres, was in Cape Town yesterday explaining the philosophy behind the US electronics giant`s resurgent success in the consumer cellphone market.
Motorola`s V3 RAZR, V6 PEBL and V8 SLVR cellphones were designed to appeal to consumers` tactile senses rather than the technological features that have driven sales in the past.
"Innovation and design are the core of our philosophy. The two go together. These days almost all cellphones have the same or similar technologies behind them. Now it is the look and feel. It must feel right in the consumer`s hand and give a pleasant experience."
Germade adds that Motorola`s philosophy is that of "humanising" technology in order to make the cellphone intuitive and easier to use.
He says there has also been a minor trend by consumers to look for less functionality - rather than more - in a cellphone. "One often finds that in many cases very few of the 300-plus features found in cellphones are actually used," he notes.
Part of Motorola`s design philosophy is also choosing the right materials. "For instance, glass gives the impression of quality as opposed to Perspex," Germade says.
Weight also plays a part in the quality perception. "If a cellphone feels heavier than others, people think it is of better quality," he says.
Germade says there is very little difference between what men or women want in a cellphone and many manufacturers have found that one model developed for a particular sex is often more popular with the opposite sex. Similarly, regional tastes are not that different either.
"Tastes are more reflected in the maturity of the market. Europe now has 120% cellphone penetration, so people there are more inclined to buy a phone based on personal tastes," he says.
Responding to Motorola`s reputation for having a difficult user interface, Germade says it is now on par with the company`s competitors and is far easier to use.
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