Moto X: Real smartphone personalization on tap?

Motorola's argument is that the mobile experience is highly personal and the actual device should follow suit. Can Google's smartphone unit back up its customization talk.

You can customize your PC. You can customize a car to some degree. And now apparently your smartphone is going to be much more personalized.

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A snippet of a print ad touting the Moto X. Will personalization make you feel this good? Credit: Ad Age

Google's Motorola unit will plug its Moto X smartphone this week. The tagline via Ad Age: "The first smartphone designed, engineered and assembled in the U.S. is coming."

But what's more interesting than the July 4 all-American pitch is that the Moto X is the first smartphone "that you can design yourself." Motorola's argument is that the mobile experience is highly personal and the actual device should follow suit.

The most obvious thing would be that the Moto X comes in various color schemes, say five or six. Perhaps, Motorola will allow customers to play with specs on memory and chips.

Of course, the big question here is how much personalization will be allowed. The Google Motorola ad sounds like customization will be some competitive advantage. If the Moto X can live up to its ad campaign, perhaps the supply chain and manufacturing may matter again.

As Ad Age noted, Motorola isn't talking about what Moto X features can be customized. The move could be interesting---assuming Motorola can back up its all-American personalization starter ad.

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