Remember the indestructible Nokia 3310 that would never break no matter how many times we dropped them? I’m sure we all do, but our grandchildren probably won’t have the pleasure of owning such a phone. Smartphones have replaced essentially all other types of cellphones, despite its shortened battery life. Apple, Samsung, HTC, are some of the many companies that have launched their individual smartphones over the past few years, and Google has joined the crowd.
After the acquisition of Motorola Mobility for $12.4 billion last year, Google launched Moto X by Motorola back in August of 2013. Since the launch of Moto X, there has been a “Lazy Phone” ad campaign that demonstrates how Moto X responds to commands when users say the phrase “Okay, Google now…”, much like the Siri of iPhones. It can already be seen that Moto X is not an weak competitor in the huge smartphone market, as many phone reviews have described it to offer outstanding overall user experience, such as its ergonomically designed size and shape.
On top of that, there’s the customization of the phones. Unlike other smartphone companies, Motorola is letting users decide what their phones will look like on its own website, the Moto Maker. The Moto X campaign stresses the idea of “Designed by You. Assembled in the USA.” The customization feature of Moto X not only allows customers to choose the colors they want their phones to be, but also lets them personalize the phones by engraving words at the backs of the phones. Even with the wide selection of colours that iPhones now offer, Moto X still retains a unique selling point of customization, as consumers feel more connected with the phones that they design, which ultimately define the customers themselves.
Being “assembled in the USA” also gives Moto X a competitive edge as it underscores how Motorola assembles its products in the USA, unlike most other companies, which outsource to overseas companies to assembled their products. However, this customization option is only available through AT&T at the moment, but Google says it hopes to make this option available across other carriers soon.
Resources:
http://www.cbc.ca/news/technology/google-launches-moto-x-customizable-smartphone-1.1342977