Motorola unveiled the new Moto X on August 1 that consumers can personalize with a choice of colors and materials, hoping to stand out in a crowded market and justify the $12.5 billion that Google paid for the ailing handset maker. The highly anticipated “Moto X” marks the cellphone maker’s first flagship device since Google bought the company in 2012, and is its latest attempt to break into a smartphone market dominated by Apple Inc. and Samsung Electronics.
Moto X customization options are a novel touch which may appeal to fashionistas, analysts said. But some analysts questioned whether the Moto X offers the kind of technological breakthroughs that will vault Motorola back into the top rungs of the mobile rankings. While smartphones are commonly manufactured in Asia, Motorola could woo U.S. customers with its plans to make the devices in Texas.
“We would have expected magic from somebody like Google, and this is not magic,” Roger Entner, an analyst with Recon Analytics, said. “Motorola could have done this without Google equally well. Or for that matter, another hardware manufacturer not owned by Google could have made this phone,” he said, citing the phone’s average hardware specifications.
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Google faces a great challenge in its effort to revive Motorola, which once claimed the No. 2 spot in the global phone market. The new device is aimed at market leaders like the iPhone and the Galaxy S series.
Motorola is betting that it can win over consumers by offering a huge palette of colors to personalize their Moto X, as well as unusual phone materials such as wood. This means your Moto X will likely have wooden casing upon customization.