Exclusive: How Motorola Plans To Break The ‘Sea Of Sameness’ In The Premium Smartphone Segment With Its Signature Series

Motorola's signature series has just made its global debut at the CES 2026 (Consumer Electronics Show), and it is soon slated to make its much-anticipated debut in India as well. Motorola has seen a remarkable market resurgence, with the company posting its highest annual smartphone sales in a decade in 2024, and that same momentum was maintained the previous year as well. The Lenovo-owned smartphone maker has also consolidated a strong foothold in the Indian market, especially when it comes to the mid-to-premium segment, with the Edge, Fusion and Pro series taking the forefront in driving its presence in the market as well as the revenue.

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Moving ahead this year, Motorola aims for a strategy that not only brings revenue but also creates an emotional connection with its consumers. In an exclusive conversation with the Editor of Jagran Hi-Tech, Konark Tyagi; Mr Shivam Ranjan, Head of Marketing APAC, Motorola, answered some very essential questions about the company's latest Motorola Signature launch and how it plans to move ahead this year.

Firstly, to get some insights into how the product resonates with the public, Jagran Hi-Tech's Editor, Konark Tyagi, asked his opening question, "Can you tell me the three top things that came to your mind when you thought of bringing people here, KOLs, and the media here? And how does that resonate with the particular product that you’ve launched?" To which Shivam Ranjan, Head of Marketing APAC, Motorola, replied, "It has to do with the whole philosophy of Motorola Signature. With Signature, we’re not trying to do just the regular or be the same. In fact, we believe we need to break the concept of the “sea of sameness” that has now become part of the flagship industry—not just in India, but globally.

With Motorola Signature, we are trying to create an elevated emotional connection with consumers — one which has that prestige factor that creates that aspiration as well as lifestyle experiences that truly matter. " Adding further, he said, "The three things that stand out when we design Signature are camera experience—brilliant, flagship-level photography. Design: It's unlike any other flagship; when you pack so much into a phone, it becomes bigger and bulkier. We went completely the other way, making the phone sleek, smart, and beautiful. Exclusive privileges — such as 24/7 access to a butler service, giving consumers everything they need.

We felt it was important to bring media and influencers to a setting that truly reflects the Signature philosophy—something that stands out, is not mundane, and is not ordinary."

Moving ahead with the discussion Konark Tyagi, Editor of Jagran Hi-Tech, asked, "In 2025, we've seen a trend toward premiumisation in India. The average buying capacity of households and individuals is increasing, and brands are responding. Signature seems to sit between the Edge series and the Razor series, on top of Edge. Was there a conscious effort to launch it at this moment?"

To which Shivam Ranjan, Head of Marketing APAC, Motorola, replied and said, "Yes, very clearly. Over the past 3–4 years, we have been evaluating our premium journey. Four years ago, we were prominently a G-series brand. We started the Edge franchise in 2020, but initially it was a one-off. Edge grew a little later, and both Edge and Razor started in 2020, marking the beginning of our premium journey.

It took some time to grow, but over the last three years, we’ve seen very rapid growth. Edge has seen tremendous acceptance in India, and so has Razor. Today, the premium contribution to our revenue in India is about 50%, showing the shift from being primarily a G-series mass-market brand to a significant player in premium.

Razor continues to resonate strongly with foldables due to its legacy for many years, so we didn’t want to dilute that. Edge is premium but doesn’t enter the flagship arena yet. That created a gap — a need for a differentiated franchise, which became Signature.

Signature offers something truly unique and distinctive in positioning and the association from the  consumer mindset perspectiveand hence gave us the opportunity to enter the flagship segment, which is a natural progression in our journey over the past three years as premium adoption has grown significantly, so now it makes absolute sense for us to become a dominant player in the flagship space as well."

Lastly in the conversation, Konark Tyagi turned the focus of the discussion to a very important topic that resonates with the industry at its core as competition from tech giants like Apple and Samsung rises and asked, "Premiumisation also comes with challenges, especially at a price point of ₹50,000–₹75,000, where you can face some serious heat from the likes of Samsung and Apple. Apple, in particular, has been growing at a pace it never has before. How do you plan to tackle that, and how do you plan to build the aspirational value these premium brands come with?"

On which Shivam Ranjan, Head of Marketing APAC, Motorola, expressed his opinion and laid down insights on their strategy and said, "Absolutely. This is one of the biggest challenges when you talk about a flagship product. A brand at this level needs aspiration and prestige for its consumers.

Which is why we were designing Signature. Right from the naming of the franchise itself, we took into consideration that there is premium, but when you talk about “Signature”, it is somewhere above premium. You talk about a signature dish or a signature experience—it is always something which is truly unique, bespoke and designed specifically for the consumers.

He further added, "The fact that we went ahead and created the world's best camera system – this is something the DXOMARK is saying – was to ensure that the consumers are delighted every time they use the product. While creating a slim, sleek, but extremely premium and luxurious finish for our products, it was a conscious call to ensure that when our consumers kept their product on the table in front of their colleagues with their flagships, this would stand out. All of these elements are carefully curated to ensure a flagship experience but we , but we create it differently; we create it uniquely. We create a bespoke one that is Signature."

The coming of the Signature line means Motorola has finally found a place in the high-end/flagship market for smartphones. It signifies that Motorola aims to shatter the “sea of sameness” with advanced camera capabilities, a rich user experience, and special perks reserved for customers only.

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Edge and Razor series aside, Signature takes on a positioning role between high-end and flagship products, offering aspirational handsets as well as globally accessible services such as 24/7 butler service access. Motorola understands that competition from rival brands such as Apple and Samsung proves to be tough for their products, but they’re working on innovation, design, and personalised experiences as their flagship differentiator strategy for future growth.