In the fall of 2011, Motorola spun off its Mobile Devices division creating a new
publically traded company, Motorola Mobility. The newly formed company‘s executive
team was under intense pressure to come out with a winner: a smartphone that could
grab substantial market share from Apple‘s iPhone 4S and Samsung‘s Galaxy Nexus.
To do this, the team oversaw the design of an Android version of the Motorola RAZR,
which used to be the best-selling phone in the world. The hope of the executive team is
that past customers who loved the RAZR will really love the new ultra-thin
smartphone—the Droid RAZR. As with other products produced by Motorola, the Droid
RAZR was designed by a team of ...view middle of the document...
Now, in every concept-phone unit,
developers are engaged in an ongoing struggle to balance the two often-opposing
demands of cell phone design: how to build the smallest possible phone with the largest
possible screen. The previous year, designers in the Motorola concept-phone unit had
unveiled the rough model of an ultratrim phone—at 10 millimeters, about half the width
of the average flip-top or ―clamshell‖ design. It was on this concept that Motorola
decided to stake the revival of its reputation as a cell phone maker who knew how to
package functionality with a wow factor.
The next step in developing a concept phone, of course, is actually building it. And this
is where teamwork comes in. For one thing, you need a little diversity in your expertise.
An electronic engineer, for example, knows how to apply energy to transmit information
through a system but not how to apply physics to the design and manufacture of the
system; that‘s the specialty of a mechanical...