Maintaining the lead in the telecommunications industry requires innovation, motivation, and discipline to stay focused on the mission. Accomplishing the mission is extremely important to Motorola and its shareholders. Motorola has set four main objectives to keep the company focused as the industry leader in the new millennium.

The first objective is global leadership in core businesses. Motorola shifted from “product to market organizations” to putting the customers first. In addition, Motorola employed external leadership talent to key positions, and reassigned thousands of engineers to higher-

The booming economy has been favorable to Motorola, but many of Motorola’s competitors have also reaped the same rewards. Motorola’s four main competitors are Ericsson, Qualcomm, Nokia, and Advanced Micro Devices. Advanced Micro Devices primarily is a manufacturer of semiconductors. Ericsson, Qualcomm, and Nokia primarily deal with cellular phones and systems (Multex.com, p. 2). In fact, Nokia cell phones are taking the market share aware from Motorola due to the new modern designs and features. Qualcomm has developed and patented Code Division Multiple Access (CDMA) technology, which is what current cell phones use. Qualcomm receives royalties off this technology for every cell phone sold.

The government is also a threat to Motorola. The Federal Communication Commission (FCC) regulates and allocates bandwidth. Motorola and other firms must get permission to use certain frequencies. In other countries, the rules and regulations are more lax or they do not have any at all. That is why companies to include Motorola have many manufacturing plants overseas, so they do not have to deal with the stringent rules in the United States.

The third objective is platforms for future growth. This means building expandable telecommunications architectures upon which other companies can build and add value. This feature is extremely vital due to the fast pace of technological innovations. Some of these platforms include Aspiraä that deals with third-generation wireless systems to DigitalDNAä platforms designed to make Motorola a leader in the embedded electronics market place. Motorola has also teamed up with Lucent Technologies with the platform application of StarCore ä concerning digital signal processing (Motorola, 2000, p. 17-18).

There are many strategies Motorola can implement to be more successful. Horizontal Integration is one strategy. Horizontal Integration seeks ownership or control over competitors. As stated earlier, Motorola has done this with the acquisition of General Instrument Corporation. This strategy can also backfire, as did the venture with Iridium. Extensive research must be done when a company is looking to expand.

Another strategy that can be implemented is the Join Venture strategy. This strategy involves two or more firms forming a separate organization. Motorola and Cisco Systems accomplished this by forming SpectraPoint Wireless. This strategy is good when risk is involved, losses or profits wi

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