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Summary:

Motorola is running a full page newspaper ad to remind people both of its U.S. heritage and its upcoming Moto X phone that you can design yourself. Could Moto pull off a smartphone coup with build-to-order handset shopping?

Droid Razr HD Maxx, Motorola, Google, Android
photo: GigaOM

Since Motorola is a Google-owned company, it might need some extra marketing to remind people that the brand still exists. On July 3, that’s exactly what’s going to happen according to AdAge. Motorola will run a full-page ad for its Moto X phone in the New York Times, USA Today, the Wall Street Journal and the Washington Post. You won’t see the phone itself; instead you’ll hear a little bit about it and more about how it will be the first smartphone designed, engineered and built in the U.S.

Here’s the ad spread in case you don’t pick up a paper tomorrow:

Motorola Moto X ad

Clearly, the Moto X will run on Google’s Android software. And for that reason, Motorola as a company needs a way to stand out from the crowd of Android hardware partners. In 2010, Motorola was one of the most well known Android handset makers, thanks largely to the successful Droid handset, but since then, has fallen off the radar. Samsung, LG, Sony, and even troubled HTC have taken focus away from the Motorola brand of Android handsets.

Making a patriotic plea around the July 4 holiday is a smart move for the company, particularly when you realize that Google is U.S.-based and all of its Android hardware partners are overseas companies. Patriotism aside, very little is known about the Moto X other than it’s supposed to include a range of devices and offer personalized customization options.

The ad copy notes that Moto X is “the first smartphone you can design yourself,” but it’s not yet clear what that means. I expect at a minimum that consumers will be able to pick the color of their phone. Could there be more? There should be if Motorola is touting the user design.

It’s a bit of a wacky thought, but I wonder if Motorola can somehow make the ordering process more like the old Dell build-to-order method, giving users various choices for their personal phone. Maybe screen size and resolution, for example, or even choice of chip to power the phone. I don’t know if Motorola could pull that off, but that’s certainly one way to stand out from the crowded Android market, patriotism notwithstanding.

  1. More xenophobic than patriotic, it’s not beneficial to anyone and it’s unethical for Google’s marketing to milk it like this.
    If anything Google should have a no borders attitude, launch all products worldwide,refuse any geographical borders, the users sure don’t see the internet as a space with borders and that’s where Google lives (and dies).
    “Made is the NSA” won’t help much outside the US either ,it’s not the best time to remind people that you are an American internet company.

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    1. you must not be an american then… one thing americans take pride in is things made in america… some people go out of their way and pay a good deal more for things that are made in the usa… our government and president may be total dip5hits, but we love our country.

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      1. I never said it’s not efficient ,just that it’s wrong and has nothing to do with love for the country even if the marketing managed to make you think it does.
        If you fight globalization on principle,that’s fine, there are negative parts about it , but to think buying local is patriotic is just moronic.
        If you favor protectionism that’s fine too, i guess , but to equal “Made in the USA”with patriotism is pushing it too far.

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      2. Do they really? Then why is Walmart so successful?

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    2. “not beneficial to anyone” – how about local manufacturing workers?

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      1. XxxProm3th3usXxx Tuesday, July 2, 2013

        US manufacturing is in bad shape and this is a great way to help. The unemployed would appreciate it, don’t you think?

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      2. The problem is not that it’s made here or there (they can make it anywhere they want) but that it is trumpeted as a positive (or negative). The concept is outdated and a bit offensive.
        Ofc the label is also almost meaningless, assembling the device is maybe 5% of the BOM and 1-2% of the retail price so it doesn’t make much of a difference.
        As for those workers , Google or the consumers are subsidizing them. It’s not at all an efficient use of resources, fighting windmills

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  2. Azul na dagat si estrelyang manayayaw ito.... Wednesday, July 3, 2013

    Let the windmills fire our economy that’s what we need now…god speed …kf6fqy / OA aux.com….

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  3. I like the idea of the Dell build to order model as I only use pre-paid plans, and I buy my phones unlocked. However, most people in the USA buy phones on contract in a cell company store or big box retailer so I’m not sure how that will work. I’m definitely interested in this phone especially if it runs stock android.

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