More Moto X details reported

More Moto X details reported

15 JUL 2013

Google is apparently set to spend $500 million on marketing to support the launch of the anticipated Moto X smartphone from its Motorola arm, as speculation grows about possible features of the new flagship device.

According to the Wall Street Journal (WSJ), the device will be made available by all US operators – indicating that CDMA/LTE and WCDMA/LTE versions are likely – with launches also planned for “some overseas markets, including in Europe”.

Videos apparently originating from Canadian operator Rogers Wireless indicate that the device will include tightly-integrated voice support, listening for commands without the user having to make any input first. It also includes a feature called Active Update, which is said to deliver important information to users automatically and discreetly.

Also suggested was a gesture-based camera interface.

If the $500 million marketing figure is correct, it means that Google will be spending more on one smartphone than Apple and Samsung spend on their whole ranges, the WSJ said, citing figures from Kantar Media.

It is believed that one of the main features of the device will be customisation, with customers able to choose colours and select engravings at the point of order. It will also be assembled in the US, rather than in a lower cost country such as China, which is where Apple’s iPhone is constructed.

However, this combination of customisation with high-cost manufacturing means that Motorola will have to take a hit on its profit margin if the device is to be brought to market with a mass-market price tag.


Steve Costello

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