The Smartphone Industry Needs to Take New Chances, Like Motorola and LG are Doing With Modules With Motorola on the verge of announcing its newest phone fit with
modular capabilities and LG having just come off a an opening month or
two where it introduced its take on a modular phone, I think it’s clear
that smartphone makers have realized that in order to survive going
forward, they need to do something new. It’s time to innovate again.
It’s time to take chances, offer more value in new ways, make phones
more than just phones, and move beyond the simple, slab smartphone that
just gets the basics right. The smartphone world needs something new,
something fresh. The last thing it needs are a bunch of devices that the
average consumer can’t tell apart but seem to fit a tech media
narrative of what they view as success or good.
Many of your favorite smartphone makers, outside of Samsung, are
struggling and have been for years. Since the early gold rush to Android
supremacy four and five years ago, the industry has matured, maybe even
plateaued, and made it extremely difficult for anyone to succeed.
Companies like Samsung and Apple are still doing quite well as they
established dominance long ago and haven’t given it up, partially
because they have massive marketing budgets, but also because they keep
making great products that mean something to owners of them. For
companies like Motorola and LG, they can’t compete with that reputation
or marketing budget by just doing the same old thing. And that right
there is why I’m glad that they are both taking chances by going this
modular route.
Think about this for a second. In the past three years, Motorola has
made phones that we gave what amounts to as a “phone of the year” award
twice, plus included them in the top 3 phones of the year in another.
You know why we did that? Because Motorola was making phones that were
simple, took it all back to the basics, and just did almost everything
right. And how did that work out for Motorola? Well, they sold enough
phones to miss out on every single smartphone marketshare chart, were
sold off by Google for failing, and are now a part of Lenovo, who has
already admitted that they aren’t meeting expectations. In other words,
that approach was a colossal failure. Should they really just keep on
doing the same old thing?
Look at HTC this year. The
HTC 10
is a phone that I think most would agree is a really good phone. HTC
fixed problems from the past, by using a better camera, lengthening
battery life, building beauty into hardware, and taking their Android
skin down to the studs to leave a cleaner approach. But does anyone
think that the HTC 10 is going to save HTC or bring them “back” as so
many in the media have proclaimed? God no. Forget the fact that they are
a VR company now that makes phones on the side, doesn’t hold press
events for their phones anymore, fills every private event they can with
Vive demos and not phones, and are in the middle of the slowest product
category exit I’ve ever seen (Yes, I’m talking about phones.), the HTC
10 doesn’t stand out in any real way over the competition.
But are modular phones the answer? Do any of us really care about
adding on JBL speakers and high-end camera attachments to expand the
capabilities of a phone? I don’t know that yet because no one has done
it in a way to convince me that I do. At least someone is trying to
convince me, though. At least someone is trying to show me that there
might be something more to a phone than just the simple things. Because
as we have all witnessed in recent years, those things aren’t getting it
done for all but two companies. I don’t know about you guys, but I’d
like to have choice in the future and for other companies to succeed and
for someone to push Samsung and Apple into being better.
The thing with modules is that they have the potential to add value
on top of your initial purchase. Obviously, we need companies to use
those brilliant minds of theirs to come up with those ideas, but if they
can, this is an area that could, in theory, succeed. Even something as
simple as slapping on a battery module to the back of my phone to top it
off mid-day and relieve myself of a charger is innovation. Maybe I want
a kickstand on my phone right now, with bigger speakers as I watch a
movie, but don’t want that added bulk in an hour. Maybe, I want to take
better-than-smartphone pictures and will deal with the bulk of a camera
add-on for an hour during a photo shoot before tucking it back in a back
pocket. Maybe, just maybe, I want a secondary display to constantly
show me information in a way that won’t drain battery or change the
appearance of my phone to match an outfit today or check my blood-sugar
levels. Phone expansion makes a lot of sense if it’s done right, if it
adds that value, and if there is an ecosystem in place to foster
continued innovation.

With LG and the G5, they tried to go modular and probably failed.
They failed, though, because their take on a modular phone doesn’t
exactly work the way it needs to because they insisted on keeping that
silly removable battery. You can’t ask someone to turn their phone off
every time they want to adjust it – we don’t like inconveniences. They
also failed because they failed to create a module line-up worth
considering. If there is a takeway from the G5, it’s that we can only
hope LG is learning and will get it all right with the G6, next year.
Can Motorola do it right today? All signs so far point to
Motorola at least getting it closer-to-right
with the upcoming Moto Z. None of the details are official, but Moto
and Lenovo appear to have adopted modules that slap or “snap” across the
entire backside of the phone, connect via pins, and could potentially
be swapped on or off with ease. They also reportedly have
created a decent-sized ecosystem of modules that will be ready for launch, unlike LG.
But again, that’s all not really the point. The point here is that
for everyone involved (both companies and consumers), the chances being
taken by Motorola and LG today could pay off in the long run. They could
mean better, more advanced phones whose capabilities can expand and
create more value for you and I, which could turn into more sales and
success for them. Besides just doing the basics well, which almost every
phone already does well today, we could get more.
Think about 2012 and the original Galaxy Note for a second. Remember
how many in the media thought it would be a failure because it was too
big with its 5.3-inch display (!), that it was awkward to make calls on,
yet also couldn’t replace a tablet? As it turns out, Samsung has sold
millions upon millions of the Note franchise, which will soon hit its
6th model, and ushered in an era of bigger phones that we haven’t moved
away from. You could argue that Samsung’s Galaxy S line is their bread
and butter, but by taking a chance on the Note line, Samsung changed the
game.
That’s why I’m glad to see Motorola and LG take chances on modular
phones. We don’t know if they’ll be successful with these first versions
or if modules will be a thing in five years, but if they don’t try,
where does that leave us? We could be stuck with what we have now, with a
bunch of really good phones from manufacturers who are struggling to
survive and can’t stand out, even by doing the basics right. Or, we
could get the next Galaxy Note.