It has certainly changed the game for its manufacturer. Since its launch in November 2004, the slimline, flip-phone has established itself as a fixture in the pockets of trendy jeans and in designer handbags the world over.

The sleek Razr design was a hit on impact and Motorola's marketing department has timed the introduction of brand extensions and new models expertly to keep the momentum going.

Special edition black Razrs were dropped into goody bags at the Academy Awards in 2005 to create a buzz for one new edition. David Beckham has been an effective brand champion in Europe and Asia, while tennis star Maria Sharapova was the promotional vehicle of choice to launch a hot-pink phone that dramatically increased Razr sales among women.

Quarterly sales ticked up from 3 million to 5 million to 12 million over the course of 2005, and Motorola shipped its 50 millionth Razr in July. At the same time Motorola has climbed up the rankings of mobile manufacturers, snagging a 22% share of the global handset market that leaves it second only to Nokia on 33%.

Pre-Razr, Motorola seemed to have trouble just lacing up