DUBLIN, Ireland-Motorola has intensified its efforts to gain market share among young mobile-phone users with the announcement of an alliance with MTV International.
The handset manufacturer is keen to exploit MTV’s understanding of youth culture and capitalize on development of new handsets with camera functionality. Geoffrey Frost, global head of marketing for Motorola, said the companies would work through television and the Internet, as well as mobile devices.
Future Motorola phones will incorporate MTV programming and will also offer stereo-quality sound. Users will be able to sign up for news on music events, as well as downloading ring tones and video games.
The companies have already worked together on promotional events across Europe, but Motorola is anxious to increase its profile in Asia. “MTV has figured out how to target local content in emerging markets like India, Russia and Chinese cities outside of the biggest markets,” explained Frost.
