Mobile phone manufacturer Motorola is attempting to help people achieve a better phone-life balance and liberate consumers from smartphone mindlessness, through a digital campaign. Kick starting the initiative around Diwali, the brand tapped into World Hello Day on November 21, to go bigger in their endeavour to provide a better balance between mobile phones and life.
The company has launched an initiative through phonelifebalance.motorola.com, which gives out a rating to the user and tells them about what kind of phone users are they. The five levels of users are phonatic, phonophile, phone-prone, mindfully mobile and phonosapien – starting from Level 5 to 1.
Smartphones have reshaped the way people live and interact with each other. In India, there are 300 million smartphone users, a number that is projected to grow by 50 per cent in the next few years. However, in the process of coming together in the virtual community, Motorola as a brand realised that people have started losing themselves in their real lives.
As per the numbers churned out by the initiative, the company states that about 86 per cent Indians check their phones repeatedly without anything changing. Few other insights that came out include, 45 per cent Indians find it easier to stay away from their families for a week than their phones; 58 per cent Indians use their phones while they are using the toilet and about seven out 10 Indians get onto their phones even before getting out of bed.
In order to stop this mindless usage of smartphones, the brand has partnered with Shyleswari M Rao, Director, Ved Vyaas Inner Space, and Dean Consultant, Indian Society of Applied Behavioural Science in India, to better understand the relationship between phone usage and life and spread the message of having a healthy phone-life balance. This association will help raise awareness around the mindless usage of phones by engaging students across universities.
Rachna Lather, Marketing Head, Motorola Mobility, said, “We are living in a hyper-connected age where we are losing out on real relationships due to the mindless usage of our smartphones. At Motorola, we focus on creating phones that support our life, without becoming the centre of it. Through this initiative we intend to raise awareness for a better phone-life balance to change our virtual communication to real conversations by usage of smartphones in entirely new and meaningful way.”