Moto never should have planned the Bionic this way

[ottscay]

I decided this should have it's own thread. I don't know if the Bionic will be cancelled, will be postponed, or if the name will slip to another phone (targa?). Here is what I do know:

Moto never should have chosen this screen size for their first LTE/dual core phone. They knew they had a DX2, D3, and Targa coming with dual cores, including a dual core 4.3" 4G phone in the latter, and they also should have known that the Droid Charge and the Thunderbolt (both with 4.3" screens and 4G) would beat them to launch (or at least launch in the same window for the Charge) and steal some of their thunder.

They should have picked the same 4" screen they launched the Atrix with, just minus the initial netbook dock and with Droid branding. This would have made execution much easier (since internally they'd have been the same phones more or less), given Moto a new form factor on Verizon, and made it easier to distinguish it from current competing products and their later products in Q2/3. And they probably could have launched it a month ago.

I'm a huge Motorola fan, but this is just bad product management and planning in my opinion, and I wouldn't be surprised in the least if they decide to cancel it now - even if it launches it's not going to be positioned well and will almost certainly underperform in sales unless it gets killer reviews (and ongoing problems with internal testing would suggest that wouldn't be the case).

Given the saturation of phones hitting right now and the problems they are having it would make more sense to start concentrating on updating existing phones and getting a killer late Q2 and summer Q3 launch slate ready to go (hopefully a Targa ready for prime time just before an iPhone5 launch in late summer).

 

[DolfanCole]

Don't really agree. The 4.3-in screen would be a new Motorola form factor on Verizon (different form factor than the DX). While there are other 4.3-in units being released or have been released in the Thunderbolt, Charge, and Revolution, the Bionic was to be the only one with dual-core. So, there is a discriminator between it and the other devices. If Motorola had decided to go with a 4-in screen, it would also be new for Motorola on Verizon and they'd still have the disciminator with being dual-core, but it would also make it like the Fascinate as far as form factor/screen size. So, I don't really get why having a 4-in screen versus a 4.3-in screen would be better in that sense.

Plus, I don't see how having a 4-in versus a 4.3-in display would allow them to make it to market sooner. I doubt seriously that the display is really an issue with it coming to market. While the Atrix does have a 4-in screen, there are other issues (and ones that I think are much more relevant as they relate to hardware and software issues) where the Atrix and Bionic differ. I think the primary issue is simply the network and the technology used, i.e., GSM/HSPA versus CDMA/LTE. Having to accommodate the different radios, their interaction, management, etc., I believe is a much bigger issue than trying to adjust for differences in screen size.

 

[ottscay]

Don't really agree. The 4.3-in screen would be a new Motorola form factor on Verizon (different form factor than the DX). While there are other 4.3-in units being released or have been released in the Thunderbolt, Charge, and Revolution, the Bionic was to be the only one with dual-core. So, there is a discriminator between it and the other devices.

Just not a very good one. There's a glut of 4.3" 4G phones on the market - and the lack of a "hump" like the DX may be important to you, but it's very hard to market a difference like that. Yes, the dual core is a differentiator, but any delay pushes it back towards the other dual core phones coming en masse this summer. You realize that the phone has to sell well for months to be a success, right? You have to look at what's out at launch and what will be available for the next 6 months to understand how it will be positioned. And it's not just market positioning for the Bionic, but also how it's existence will impact the sales of the D3, DX2, Targa, etc.

If Motorola had decided to go with a 4-in screen, it would also be new for Motorola on Verizon and they'd still have the disciminator with being dual-core, but it would also make it like the Fascinate as far as form factor/screen size. So, I don't really get why having a 4-in screen versus a 4.3-in screen would be better in that sense.

That Fascinate is not a Droid phone and has never had the same marketing push. It's also an old phone at this point, heavily discounted for $30 or less at places like Amazon and Best Buy. Really not a relevant comparison at this point in time - meaning there are no current phones in that market space on VZW. If you don't understand why being the only phone in one market space is better than having one more bullet point in a market with a couple other already launched phones...

Plus, I don't see how having a 4-in versus a 4.3-in display would allow them to make it to market sooner. I doubt seriously that the display is really an issue with it coming to market. While the Atrix does have a 4-in screen, there are other issues (and ones that I think are much more relevant as they relate to hardware and software issues) where the Atrix and Bionic differ. I think the primary issue is simply the network and the technology used, i.e., GSM/HSPA versus CDMA/LTE. Having to accommodate the different radios, their interaction, management, etc., I believe is a much bigger issue than trying to adjust for differences in screen size.

This would be interesting if true (and there are some discussions of Tegra having issues with LTE handoff to 3G) but I doubt it's the main problem, as battery life is the issue that seems to come up the most (and came up with the delayed launch of the Thunderbolt as well), and the screen is very definitely what uses the most of your battery. Sure, the LTE radio also sucks down more juice than a CDMA one, and that puts more pressure on the battery life, but all the more reason to be a bit more conservative on your first LTE device, and apply the learned lessons to the 4.3" devices in coming months.

If the Bionic could get through a whole day on it's battery easily and was otherwise polished except for occasionally having to step down to 3G I bet it would have shipped by now. I seriously doubt that integrating the LTE radio itself is the main holdup - since both Samsung and HTC have managed to ship LTE devices already (and tegra2 otherwise seems ready, since the Atrix and LG dual cores both perform admirably), so it's not clear why the two would be totally incompatible.

I understand that a lot of people want this phone, and that alone shows that they had a marketable idea, but from a business point of view you also have to have ideas you can execute on and ship in an appropriate launch window, and it looks to me like there never really was one for the Bionic, unless they could have launched it about the same time as the Atrix (i.e. before or alongside the Thunderbolt and before the Charge), while a 4" Bionic would have had a much broader launch window where it would have been top dog with very clear differentiation in its form factor.

Moto also has to take VZW's marketing budget into account - with Samsung getting a Droid billing it will be getting a much heavier push then the Fascinate ever did, and of course the Thunderbolt received a lot of their non iPhone budget as well. Just because you prefer this phone to the Droid Charge (and I would too) doesn't mean that the VZW marketing team is happy about having to promote two 4.3" 4G Droid's in the same quarter, nor about kind of advertising saturation that could lead to with the phones coming out later in the spring and summer.

 

[DolfanCole]

Just not a very good one. There's a glut of 4.3" 4G phones on the market - and the lack of a "hump" like the DX may be important to you, but it's very hard to market a difference like that. Yes, the dual core is a differentiator, but any delay pushes it back towards the other dual core phones coming en masse this summer. You realize that the phone has to sell well for months to be a success, right? You have to look at what's out at launch and what will be available for the next 6 months to understand how it will be positioned. And it's not just market positioning for the Bionic, but also how it's existence will impact the sales of the D3, DX2, Targa, etc.

But each of the phones you mention all have their own discrimators -- dual-core versus single core, QWERTY keyboard, form factor differences, etc. I agree and understand that you have to position yourself in the market appropriately, but I think Motorola's devices each have their own schedule and discriminators (with the possibly exception of the DX2 and Targa for what I know about those two devices).

That Fascinate is not a Droid phone and has never had the same marketing push. It's also an old phone at this point, heavily discounted for $30 or less at places like Amazon and Best Buy. Really not a relevant comparison at this point in time - meaning there are no current phones in that market space on VZW. If you don't understand why being the only phone in one market space is better than having one more bullet point in a market with a couple other already launched phones...

The Fascinate was very much a Droid phone, just without the "Droid" moniker. And it was also pushed pretty hard by Verizon and Samsung, especially being a part of the Galaxy S line. While it's old, it's comparable to most devices with the exception of possibly the Thunderbolt. Plus, there's the Incredible 2 coming out soon.

This would be interesting if true (and there are some discussions of Tegra having issues with LTE handoff to 3G) but I doubt it's the main problem, as battery life is the issue that seems to come up the most (and came up with the delayed launch of the Thunderbolt as well), and the screen is very definitely what uses the most of your battery. Sure, the LTE radio also sucks down more juice than a CDMA one, and that puts more pressure on the battery life, but all the more reason to be a bit more conservative on your first LTE device, and apply the learned lessons to the 4.3" devices in coming months.

While the screen does use a lot of juice, I just don't think the difference in screen size will have significant impact on battery life.

Even with all of this though, we can't discount Verizon's role in all of this. What Motorola wants and what Verizon wants are not the same. I'm sure Motorola would have loved to be the first to have an LTE device on Verizon. But, that was worked out with HTC. So, even if you believe that this has been handled poorly, not all of the blame should fall on Motorola's shoulders.

 

[BBLV]

Verizon is REALLY missing the boat here with there new Android offerings. I've been ready for my NE2 since November 2010 and have been holding out for a dual core, large screened, LTE, Android monster from big red, but they have severely let me down.

They hyped up so much at CES and then just completely dropped the ball! I wonder if it has anything to do with taking on the iPhone? Probably not, but it makes you wonder...

If this T-Mobile acquisition deal wasn't on the table I would seriously consider switching because of their Android line up.

 

[ottscay]

But each of the phones you mention all have their own discrimators -- dual-core versus single core, QWERTY keyboard, form factor differences, etc.

To enthusiasts yes, but they have to be differentiated to the mainstream for them to sell and market well.

The Fascinate was very much a Droid phone, just without the "Droid" moniker. And it was also pushed pretty hard by Verizon and Samsung, especially being a part of the Galaxy S line.

I don't buy this at all. I know Samsung pushed it fairly hard, but my understand was that Verizon marketed it fairly lightly (i.e. it's not positioned as a premier handset). That doesn't really line up with it's specs, but that's the whole thing with marketing...much of the buying public doesn't understand specs anyways.

While the screen does use a lot of juice, I just don't think the difference in screen size will have significant impact on battery life.

No? Check and see what uses most of your battery power in the battery manager. And remember that screen surface area (and hence power consumption) scales^2 compared to linear dimensions.

Even with all of this though, we can't discount Verizon's role in all of this. What Motorola wants and what Verizon wants are not the same. I'm sure Motorola would have loved to be the first to have an LTE device on Verizon. But, that was worked out with HTC. So, even if you believe that this has been handled poorly, not all of the blame should fall on Motorola's shoulders.

I heartily agree here. Still, I feel that a 4" Droid Atrix-like phone (even an LTE one) could have been already delivered, and would have been a lot more attractive to Verizon given the other slate of phones. As it is, I'm afraid we may not get a dual core phone on Verizon now until the DX2 launch (which will not be LTE).

Sometimes in business shooting for a target you know you can execute on is better than shooting for the moon when everyone else is...as just coming close is no longer good enough in those circumstances.

 

[DolfanCole]

No? Check and see what uses most of your battery power in the battery manager. And remember that screen surface area (and hence power consumption) scales^2 compared to linear dimensions.

I don't have a battery manager as I'm still stuck on a BlackBerry.

But, you're correct. What I wrote in my post didn't properly portray what I was trying to say. While the battery usage does go up per screen dimenions, I don't think the answer to the issue scales as such nor do I think it compares to the other issues that need to be addressed. So, if you assume that Motorola has an answer to a 4" display as it relates to battery life (as per the Atrix), then I don't believe that the impact of going from 4" to 4.3" is as big of an issue as say addressing the difference in radios.