The telecoms giant has recently been frequently using "Moto" in its local TV commercials to cover all of its mobile phone products, leaving many domestic customers wondering whether the action is a prelude to a name change.

Like many Motorola mobile phones, which made their worldwide debut in China, "Moto" was introduced to Chinese customers ahead of all other markets.

"We absolutely have no intention to change the company name, as it has become a well-recognized brand," said Dennis Roberson, Motorola's senior vice-president and chief technology officer (CTO).

In his recent visit to China, the CTO carried with him a precious investment package worth more than 30 billion yuan (US$3.6 billion). The money will be invested in China before 2006 and will increase Motorola's total investment in the country to US$10 billion by then.

He admitted that Motorola hopes to enlarge its presence in the mobile phone market with a more focused emphasis on its diversified products.

Although the US-based telecoms equipment giant has operations in three major fields -- semi-conductors, network equipment and mobile handsets -- its mobile phone products have generated most of its revenue and recognition in China, the CTO said.

While semi-conductor and network equipment sales face severe challenges in China and the world, the mobile phone business has become Motorola's last ditch attempt to help it out of the economic downturn cycle.

Motorola is facing fierce competition from overseas and local vendors in China, where it has cornered the largest share of the mobile telecoms market with 155.85 million users.

Although Motorola still ranks alongside Nokia as the biggest mobile terminal vendor here, pressures from customers are growing for lower-priced, multi-function and fashionable terminals.

"Moto" was launched to help protect Motorola's position in China, with more money from its US$3.6 billion investment package targeted at local design and research efforts, according to Roberson.

( April 18, 2002)