Motorola Atrix 4G is a touch smartphone with 4” qHD display and  a dual-processor 1 GHz Tegra 2. It also includes a 5 mega-pixel camera,Wi-Fi, DLNA, GPS, 3.5mm jack and support for unique accessories. [1]

For example: [2]

• an HDMI connector, which serves to connect the monitor or TV,
• an HD multimedia docking station, which has three USB ports to connect keyboard, mouse or speakers,
• a Laptop Dock (second bigger docking station) has a slim design, keyboard, 11.6 inch screen and weighs only 1.1 kg. Battery offers up to eight hours.

The phone memory is 16 GB which can be expanded to 48 gigabytes. It is secure with biometric fingerprint reader. [3] Smart phone is using Android 2.2 Froyo, but the connection to Laptop Dock uses “Webtop mode”, which is similar to desktop operating system. [4]

Explanation and description of innovation

Motorola introduced a new product with new features. The company concentrated their efforts on creating innovative products and they bring something new to the market  which in this case is  a mobile phone which is possible to connect to a computer

The Motorola Atrix 4G was innovative mainly in that at the time it was the  most powerful smartphone yet, because it possessed the first  dual-core processor. [5] Therefore was declared as being the most surprising product of the CES in 2011. [6] The technical characteristics of the device are not the innovations. [7]:

• The mobile can be connected to a variety of other devices, such as TV through the HDMI connector and PC through Motorola HD dock station.
• The Motorola can become heart, soul and brains of 11.6-inch laptop especially when is smartphone connected to a Laptop Dock, that is manageable by the Webtop system, similar to desktop operating systems.
• Motorola supporting various applications, it is possible with smartphone open, write and change text documents, make presentations with QuickOffice,  to browse the web pages through the Firefox browser and the Adobe Flash Player
• The Smartphone has a secure biometric fingerprint reader.
• Carrying a strong Li-Ion battery with a capacity of 1930 mAh, which is the power that we have perhaps not seen on mobile. With this battery talk time on the phone is about 9 hours  with up to 250 hours in standby .[8]
• Motorola Atrix 4G have as the first QHD display.

Motorola has done good step for the future because it came with this product to the first place in the top of ten most innovative technical products of 2011. [9] Also the Motorola ATRIX 4G won 10 awards including the CES 2011 CNET “Best Smart phone”.[10]

Competitiveness

Motorola with its new Motorola Atrix 4G is trying to reclaim the top of rankings the most successful telecommunications companies. The very innovative product will provide a competitive and especially the following options:

• High quality for a reasonable price: [11] Motorola Atrix 4G was delivered to the U.S. market in early 2011 for the price of $ 500 including a laptop dock.  [12] In the Slovak market, is the price around 300 to 400 € without a laptop dock system. [13]
• Suitable parameters of the product and its ease of handling: possibility of simple  “upgrade” the operating system on a higher / newer version, support for WiFi, Li-Ion long lasting battery operation with fast response . [14]
• Many features which high competing with iPhones 4 [15] and other smartphones: Support the same application, comparable control, and appearance. [16]

The main reason that the smartphone can compete with their opponents is that it is essentially a computer and we can easily carry it in our pocket.

The main factors that contributed to the creation of this innovation

Companies try to employ the workforce consisting of different populations, because it brings different perspectives, ideas and skills. Employees are key drivers of product innovation and to satisfy the needs of customers worldwide. [17] Therefore, it can be argued that the main factor of the innovation are the employees.

If the company wants to employ the best talent and attract a new generation of innovators, it has to work hard and use excelent models for the employment. It also means that they must treat people decently. This approach provides Motorola the strongest competitive advantage. They offer for employees safe, healthy and supportive place to work and high professional growth opportunity. Each subsidiary of Motorola work incredible invention of increasingly sophisticated and are struggling to understand the global markets. Motorola says that if it wants create breakthrough products and ideas are needed different people from different cultures.[18]

High performance of their employees are providing by financial remuneration for all results, including the sharing of profits on the success of firms in the market. They have a comprehensive range of bonuses and base salary, incentive pay, actually grants and other benefits. [19]

Motorola prepared for its staff incentive program LIVE SMART Challenge. This program allows employees to collect points in the use of preventive health care provided by the company. They can participate in programs such as weight loss and quitting the smoking. Employees can get more from the company e.g. 200 euros, if they fulfill the physical requirements for them (this care includes eating a healthy diet, achieve a certain amount of body weight, regular exercise, stress management, etc..). [20]

Major trends in consumer behavior have created the merits of the innovation

The justification for this program innovations created current trends, which show that current users of their phones is largely used for  applications, games, chat, messaging and e-mail. [21]

Today’s generation is busy, and therefore their time use as efficiently as possible. Few people can be without their mobile phone a long time, as can be argued that without the Internet too. According to statistics, we can assume that a few years more people connect to the internet through your phone rather than through your PC. [22] This is why the latest phone supports Wi-Fi tethering. Using an Internet connection via mobile phone.

The trend that we can expect in the future are payments by mobile phone. NFC is a technology that will create serious competitive race for cash and cashless payments. The U.S. has already invested about 100 million. dollars of payments through the development of smartphones and other mobile devices.  [23] This project has already presented by Google (Google Wallet [24]). Also signed cooperation agreements with card issuers Visa, MasterCard, Discover financial Services and American Express. [25]

The Smartphone can be purchased either through e-shops or normal stores. In Great Britain, it was also distributed by Orange, it is possible that this operator had decided to include this smartphone to its offer. [26] Distribution and sales methods will help to intensify the impact of the overall program innovations to enhance the competitiveness of the product.

Marketing tools that were used to present product

All the advantages of smartphone Motorola Atrix 4G  it points through the following marketing tools:

• Print advertising, particularly billboards, [27]
• Advertising and video on youtube.com, which include: promo video of functionality and accessories for smartphone [28],
• commercial advertisements, which states that: smartphone is essentially a small computer [29], Motorola-ATRIX have also function as PC [30], has many ways to use [31],
• Other video on youtube.com [32],
• Social network [33],
• AT & T’s Developer Summit [34],
• Fairs and exhibitions (smartphone performance at Consumer Electronics Show CES 2011) [35].

Main marketing and managerial strategies coupled with the product

Individual strategy according to which Motorola has progressed with their products, were divided into the following three strategies: