Can Motorola Get Its "Moto" Working?

Fans of cable music channels VH1 and MTV, or CNN viewers, may have noticed the flashy new Motorola ads that started running a few weeks ago. A groom, stuck on the freeway, talks by cell phone -- or "moto" -- with his futuristically dressed, weeping bride while their relatives pace in the church. It may seem like just another youth-oriented cell-phone commercial, but it offers a peak into Motorola's attempt at a rebirth.

The "hello moto" TV spot and numerous print ads are Motorola's latest -- and, perhaps, most important -- move to get its cell-phone business onto the fast track. For the past year, analysts have predicted that aggressive competition from rivals such as market leader Nokia might drive it from the business. But Motorola (MOT ) has persevered. While the cell-phone market is down, Motorola has cut costs and looks poised for a turnaround in this business.