7/3/2013 1:03:35 PM
Motorola gets patriotic with 'customisable' Moto X
Motorola has hinted at using its customers to set the specs on its forthcoming Moto X device, its first major handset since the manufacturer was bought by Google.
The manufacturer has launched a patriotic ad campaign in the United States just in time for Independence Day tomorrow. It calls the handset 'the first smartphone you can design yourself', claiming consumers will be able to make their Motorola handsets as unique as their personalities. It highlights how the handset will be the first to be designed, engineered and built in the United States.
In an interview with Ad Age, Brian Wallace, Motorola's VP-global brand and product marketing, was cagey on precisely what features would be able to be customised on the device. He said: 'Smartphones are very different than other tech products a consumer owns. They're closer to shoes or a watch. You carry it with you everywhere you go. Everyone sees what phone you're carrying and they judge you on it. Yet it's the one thing you carry that's the least customizable.'
The Moto X is likely to be a mid-tier handset. Motorola has previously hinted that strong battery lives and waterproof devices would be a key area for developing its products.
Author: Graeme Neill