|Motorola's first tablet, the Android-powered Xoom.|
LAS VEGAS ( TheStreet) -- Motorola Mobility ( MMI) reiterated its commitment to Google's ( GOOG) Android OS at the Consumer Electronics Show this week, with the announcement of a raft of new devices including its first tablet, the Xoom. However, the promise of fresh smartphone and tablet revenue could bring new challenges for the newly-independent Motorola phone division, which faces an uphill battle in the fierce smartphone handset market.
Matt Thornton, a senior analyst at Avian Securities, said that the electronics giant will get a near-term boost from Android, but warned that the increasingly popular OS poses longer-term challenges. "For the next two to three years, companies can benefit from the Android tailwind,
but differentiating in that Android camp will be increasingly difficult," he told TheStreet. "There will be pricing pressure and you have to really build your brand." More than 60 million devices deploy Google's Android OS, according to analytics firm Flurry. And while Flurry's most recent report showed that Motorola's global share of Android activations increased from 18% to 24% from 2009 to 2010, two other growing OEMs, HTC and Samsung, are the market leaders. HTC, which is planning to launch at least four 4G devices this week at CES, takes 32% of the Android market and Samsung holds 27%. As a result, Motorola needs to put "a very solid stake in the ground" according to Thornton, devoting plenty of resources to building both brand recognition and service provider trust. Motorola has had a good sales run with Verizon ( VZ), where it will sell both the Xoom and its new Bionic smartphone. AT&T ( T) also touted the new Motorola Atrix on Wednesday, a 4G smartphone.