Word: producting
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...Motorola, she was the only woman handling PR for the company's microprocessor unit. Later, at Sun Microsystems, Daver worked closely with Sun's COO Ed Zander and helped position and brand the Solaris product line. Next, she became vice president of corporate communications and investor relations at gamemaker 3DO.After that, she served as vice president of marketing and investor relations at search pioneer Inktomi, acquired by Yahoo. At Inktomi, Daver helped build the company's marketing group, brand identity, and guided the company's public offering and buyout...
...however, see a lack of fire. After a few disappointing quarters, some product misfires and layoffs that cut 60,000 employees, the company had become "gun-shy," Zander says. When he arrived in January 2004, he set out to change Motorola from the inside out--turning an engineer's company into a design powerhouse, an American icon into a global player and Motorola's conservative culture into one that embraces risk. As Zander puts it, "You gotta celebrate taking a swing...
...investors willing to stick it out, Zander has a bold vision, one that focuses on the next decade's hot new country rather than the next quarter's hot new product. Even as Motorola continues to develop high-end phones, he is pushing the company to go after the lowest end of the spectrum: a sub-$40 phone aimed at farmers and the striving urban masses in India, several nations in Africa and, to a lesser extent, China. But he doesn't want to sell just cheap phones; he wants to transform those markets into a new base of customers...
...where Zander spent more than 15 years at Sun Microsystems and then a private equity firm. He is trying to bring some of the Valley's spirit to the Chicago suburbs. He has challenged everyone--not just the mobile-phone designers--to come up with Motorola's next iconic product. Rau says his team was inspired by the Razr to develop the "zero-footprint base station," equipment for mobile-phone carriers that takes up less real estate than a standard cell-phone tower...
...doesn't always work. At a new-products lab near the company's headquarters, Motorola engineers excitedly demonstrated a new device, the Ojo, which works as a regular mobile phone and then seamlessly docks into a videophone at home. Zander isn't satisfied. He's thrilled that it works but says the Ojo is too hard for the average consumer to install. "It's a product that wasn't thought through," he says. Still, he's happy that they're taking a swing. Like a summer at Steeplechase, innovation is worth the wait...