When Motorola wanted to shift its distribution from business-to-business to consumer-direct, it had to reassure that it was not an expensive little black box that only doctors and corporations could afford.

 
Little pagers in bright colors got attention right away, and the "personal pager primarily for personal use" became a new, growing part of the Motorola brand EquiTree.

Motorola Sports Trax took the brand in yet another direction... underscoring its' communications speed, as it included sports fans -- of all ages!