Lenovo officially retiring Vibe

Lenovo is finally through with launching Vibe phones in India, India Today reported. The company will retire its Vibe brand as it reorganises its mobile phone lineup and focuses on clarity. Lenovo had been moving away from the Vibe brand for the last few months and had now confirmed that it will not launch any more Vibe phones in India.

According to Jan Huckfeldt, vice president of global marketing & communications at the Lenovo Mobile Group and Motorola, who spoke to India Today Tech, Lenovo wanted to send a clear message to consumers as far as its products were concerned. This had led to the overhauling of the brand strategy by the company.

Globally, Lenovo was getting rid of the dual-brand strategy in the phone market.

"Going forward, in most global markets we will only launch Moto-branded phones," said Huckfeldt. By using the brand Moto, Motorola not only hoped to cash in on the legacy of Motorola, which was more recognisable for phones, but also hoped to create a new image of the youthful brand that was fun, funky and lively.

Meanwhile, Motorola has launched its latest modular-friendly device, the Moto Z2 Play priced at Rs 27,999. According to commentators the device was somewhat more expensive than the Moto Z Play.

They add, there were a few significant differences in the way the Moto Z2 Play looked as compared to its predecessor, with the first of these being the thickness of the phone. The Z2 Play was a whole millimeter thinner at 6mm, although this did not take into consideration the significant camera bump, which had been maintained in order to retain design universality for the Moto Mods, clip on accessories, that transformed the Z-series phones' functionality, since even older Mods were meant to be used with the Z2 Play.