Vol.10(4) December
2008
Over time, the need for a centralized strategy became necessary along with the realisation
that CI should ideally service the strategic needs of key clients. Motorola called this next
developmental phase the credibility phase (Figure 2).
Figure 2 Building support
During the 1990s, CI in Motorola matured into a capability that had a solid internal network
while its analysis capability became more globally focused to also include global strategic
issues. The challenge then arose how to balance reactive and proactive activities (Figure 3).
Figure 3 CI maturing
At the turn of the century, Motorola identified a need to revisit its CI capability and return to
basic principles to ensure that there is focus on the right issues, that collection continue and
that analysis capabilities are adapted to include global issues relevant to Motorola. With a
focus on company restructuring, the CI capabilities were, however, weakened, impacting
negatively on the CI benefits (Figure 4).
Figure 4 Revisiting the aim
CI in Motorola has experience upheavals over its 25 years of existence and has reached a
mature phase in which it is enjoying the right support and control while delivering the right
intelligence products. CI is also an integrated function in Motorola. The key challenge at
present it to sustain the competitive culture in the company and retain the intelligence skills.
Over the years the key intelligence needs or focus areas were adjusted as was necessary and
at present the focus is mainly on honing and refining such as trade show intelligence
collection and analysis, and ensuring quality input into the strategic planning processes in
Motorola (Figure 5).
Figure 5 Growing again into maturity
According to Goldberg (2008), CI historically ties together virtual teams in Motorola that
ultimately report to the corporate CI function where data and information is captured in a
centralized database, where after it can be evaluated, analysed, and interpreted (Figure 8).
Figure 8 Interaction among sources and networks in Motorola (Goldberg 2008)
Key to proper CI is the ability to identify and access the right sources to collect the required
data and information in a legal and ethical manner. Over the years and with the expansion of
the Internet, the availability of sources has grown significantly. Key to good information,
however, is the ability to utilize human sources and networks and to use the right techniques
to gather information, be they Internet searches, personal interviews, studying analyst reports
or observation techniques, among other things. Figure 9 shows the variety of sources that are
used in Motorola.
Figure 9 Sources for Motorola (Goldberg 2008)
is the following:
1.
2.
3.
4.
5.
6.
The potential pitfalls include the notion that CI is an IT system able to produce the insights
required. CI is also not the following (Goldberg 2008):
1.
2.
3.
4.
Conclusion
It is perhaps important to note that CI should be an integral part of a company in order to
ensure it yields optimal benefits. It should further be noted that CI is not an insurance policy
against all onslaughts, even though it might focus on the right things and be an effective
strategic tool. It is, however, a strong and reliable fence against unsuspected and unwelcome
surprises.
References
Galvin, C. 2000. Interview with Leonard Fuld on the Fuld Competitive Intelligence Center.
[Online]. Available at www.factiva.com).
Goldberg, J. 2008. Competitive intelligence evolution at Motorola. [Online]. Available at
http://blog.bloobble.com/2008/05/competitive-intelligence-do-you-know-what-motorola-isdoing/ (Accessed 21 February 2009).
Gilad, B. and Gilad, T. 1998. The business intelligence system. NY: American Management
Association.
Herring, J, 1999. Key intelligence topics: a process to identify and define intelligence needs.
Competitive Intelligence Review 10(2):414.
Herring, J. 2003. Identifying key intelligence topics. scip.online 35(July 14).
Motorola Website information, 2009. [Online]. Available at
http://mediacentrer.motorola.com. Accessed 21 February 2009.
Prescott, J.E. and Miller, S.H. (eds). 2001. Proven strategies in competitive intelligence
lessons from the trenches. New York: Wiley.
Wikipedia. 2009. [Online]. Available at
http://wiki.howardforums.com/index.php/Motorola_Company_History. (Accessed 20
February 2009).
About the author
Mari-Luce Muller is a consulting CI analyst with IBIS Business and Information Services
(Pty) Ltd, a leading Pretoria-based CI consultancy. She has a distinguished career in CI. Her
primary experience lies in assisting companies in honing their CI capabilities. She also
performs tracking and scanning activities on behalf of companies. Mari-Luce has published
many articles on competitive intelligence (CEO Magazine, Finance Week, Business Week,
Beeld, Die Burger and the South African Journal of Business Management), including an
article on South Africa as an emerging CI player, which was published in an international
publication of the Society of Competitive Intelligence Professionals (SCIP). She has also
ISSN 1560-683X