Is Moto ‘X’ the “official” answer to Samsung’s Android domination?

Google can’t be a huge fan of Samsung’s Android dominance – the Korean company takes away 95% of all profits and is being called “the tail wagging the dog” for their resulting influence.

It’s a serious problem, for Google and the industry.

On one hand it's great Samsung is flooding the market with their OS (and therefore software and services.)

Yet it’s also a single, uncontrollable manufacturer taking advantage of Google’s open-source development for their own needs; pushing other OEM’s out of the market – as is the case with HTC.

How do you take back some control in the market? You release a risky, make-or-break range of unique devices with your official support.

Meet the Motorola “X” - the fruits of Google’s acquisition of the company on August 15th, 2011.

Announced yesterday, the device is completely manufactured in the U.S. A fairly mid-range affair; it has one big trick up its sleeve – over 2,000 different personalisation options.

People like to customise their mobiles with ringtones, wallpapers, widgets (love or loathe) ... so how about the ability to change the hardware itself to match your personality – after all – your phone is an extension of yourself and individual tastes?

Built out of Motorola’s labs in Fort Worth, Texas – you can also feel content, maybe patriotic that you’re supporting the workers in the USA.  Not the questionable working conditions overseas.

The front of the device is quite simple – either black or white. However on the rear you have a further 18 colours to select from; choose the trim around the camera and handset, and then decide on the colour of the headphone jack from the range. Add in an inscription if you wish and good luck finding someone with the same.

Building your own phone brings a more connected experience than the fairly monotonous choice of black, white, or silver (except Nokia’s flamboyant styles!)

Of course, the rest of the phone is perfectly acceptable spec-wise. It's not spectacular, but it will be fine for the majority of users this device will be aimed at – this isn’t a geek’s phone like most of Android.

It’s a risk. Yet if anything is unique, appealing, and different enough to stand out; whilst bringing in a new (stylish?) crowd to Android – it’s the Moto X.

Undoubtedly this device is testing the water for customised phones; maybe next year we’ll also be choosing the camera we want, the processor, the screen size...

If this range takes off however, it’s not hard to imagine Motorola becoming the sole “ne’X’us” manufacturer going forward. You can already tell the Motorola “X” is heading towards Google’s official ecosystem handset; look at the voice-activation features... “Ok, Google.” Sound familiar? Glass.

What do you think about Google’s approach and strategy with the Motorola X?

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