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Motorola Enters Premium Segment With ”AURA”

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Today Motorola entered the premium segment of the market, competing along with Nokia’s division Vertu and Canadian company Mobiado, Motorola offers the AURA.

The Motorola AURA is ”Exquisitely Performing Device, Designed to the Highest Standards” according to the company, and it offers an ”exquisite interface with superb craftsmanship inspired by high-end watches” as well as  ”a product richness that can be literally felt”.

The Motorola AURA has the first 16 million colour and 300 DPI display ever on a phone, and a circular diameter of 1.55” covered with one of the hardest compounds on the planet, a 62-carat sapphire crystal.

The phonr finds it’s design in one of the earliest Motorola phones, the Motorola V70. According to Motorola, the custom-engineered rotating mechanism, composed of over 200 high precision individual parts, will make the user feel as if he was opening the door of a luxury car more than a phone.

The AURA offers a 2 megapixel camera, high-speed USB, microSD slot and Bluetooth 2.0 with A2DP.  To complete the premium packet, the device offers the Motorola’s CrystalTalk™ technology which provides the AURA user experience with a clear conversation even in noisy environments.

The Motorola AURA has its release scheduled this quarter at a price of 1999.99USD.

Motorola has been on a crisis, it has been losing market share and losing millions until the second quarter of this year in which showed profit margin.  The United States, the main market of Motorola, has been invaded by RIM, LG and Apple, leaving Motorola behind. Motorola’s stocks lowered this year 63%, opening in January at 15.50USD and closing yesterday at 5.50USD.

In my opinion the entry into the premium segment will be a hard game against Nokia which offers the 8800 range with close, sometimes better features and with a better design.

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By , International Correspondent on Oct 22nd, 2008 GMT +2

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