In the past we have seen some surprisingly anemic sales numbers for smartphones that generated a lot of buzz when launched. A recent example was the much hyped Essential phone. Another device that appears to be joining that list is the Motorola Moto Z2 Force. The latest estimates for the device indicate that less than 150,000 units have shipped including a paltry 10,000 units sold through AT&T.
In recent years Motorola relied on exclusivity with Verizon, the largest carrier in the U.S., to help drive sales. Part of that strategy was being the supplier for the Verizon-based DROID line of smartphones. Over the summer Motorola shifted to expand offerings of their top tier devices to all of the major U.S. carriers. This was allegedly backed by an unconfirmed marketing campaign estimated to cost $200 million for the Moto Z2 Force.
Thanks to a history with Verizon, it appears that carrier was responsible for about 100,000 units sold from August through the end of October. Meanwhile, T-Mobile is thought to have sold around 20,000 units and Sprint moved 15,000 units. Surprisingly though, AT&T appears to have only sold 10,000 Moto Z2 Force devices. BayStreet Research, which has been monitoring sales of the units, notes that this paltry number comes even as AT&T was offering a free Moto Insta-Share Projector module with the Moto Z2 Force. The projector itself normally retails for $300 and gives users the ability to project a 70-inch image. AT&T was trying to make the connection between this hardware and their DirecTV Now streaming service.
BayStreet indicates the disappointing numbers for the Moto Z2 Force point to the challenge of executing a successful sales campaign for a new device. They also point to how dominant Samsung and Apple have become in the U.S. market as a major hurdle for other smartphone manufacturers.
Despite the low numbers, Strategy Analytics says Motorola has increased their market share over the past year and now hold 5.2% of the U.S. market with sales of 2.1 million units during the third quarter. That was enough to push Motorola back into the top five in the U.S., a milestone it last achieved in 2015. The other four include ZTE, LG, Apple and Samsung. Motorola’s ability to hit that mark, despite the struggles of their top-tier device demonstrates why they are so committed to diversifying their portfolio across so many market segments.
source: Fierce Wireless