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Motorola returns to China, touts phone customization

Michael Kan | Jan. 27, 2015
The company is positioning itself as a design-centric brand rather than a cost-effective one.

On Monday, Motorola announced it would bring its two high-end phones, the Moto X and the Moto X Pro (a Chinese version of the Nexus 6), along with the more mid-tier Moto G to the country.

However, the handset maker is betting on its phone customization service to really draw in Chinese consumers, like it has for other markets. The subsidiary's "Moto Maker" will allow customers to change the look of the Moto X, including the back coverings, the metal trim around the device, and the homescreen.

Customers can select a wide range of covers offered in materials such as wood, leather, or in a variety of different colors. The Moto Maker will launch in China in this year's first half.

To further set itself apart from the competition, Motorola phones in China will come installed with "pure Android" that the handset maker pledges to continuously update to the latest version.

Although China has blocked all access to Google in the country, Motorola is replacing the affected services with locally-made apps. The latest phones will all come with Android 5.0., and are expected to start arriving next month, in time for Chinese New Year.

In China, the Moto X will start at 2999 yuan (US$487), while the Moto G will start at 1299 yuan.

 

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