The Razr, the Slivr, the Pebbl and the new Q. Motorola captures consumers with design. Bloomberg Boot Camp, a report on today's technology. It's a strategy that has paid off for Apple….and is also paying off for Motorola. It had always been known for reliability. The thin Razr phones made it known for being cool. Among those responsible…is Peter Pfanner…head of Motorola's North American design studio…

"Cell phones went from a tool, to a fashion or consumer product. And our products still are very robust. We still have the same testing standards as we did then. They still are very, very strong and robust even though now, with new materials, we can make them a lot thinner and a lot cooler."

And the competition has noticed. Samsung now claims to have the thinnest cell phone you can buy. Can the technology be squeezed any further?

"The trend towards miniaturization has been with us for a long time. And that will continue. Miniaturization in electronic products is an indicator of high technology. It always has been. When you look at the Sony Walkman. Oh, we can make it smaller, they say at Sony. So it's become an indicator of technology, technical superiority."

We'll have more on what the new Q can do, in an upcoming report. Bloomberg Boot Camp, I'm Fred Fishkin.