It was rumoured for months ahead of its official launch, building up the kind of anticipation no phone could live up to. It was the first Motorola hardware on the shelves after the Google takeover. But when the big reveal happened, it was also revealed that the Moto X was not coming to the UK. Thankfully someone has had a change of heart.Motorola launched the Moto X in the UK this morning, just a couple of months after launching the Moto G, the phone thought to be its replacement in Europe. Essentially, it's a fairly mid-range handset, but with a couple of standout features that might just get the fashionistas flocking around it.
The most obvious is the ability to create your own phone via the Moto Maker site. Custom text on the rear, pre-selected wallpaper and greetings plus several back panels, including some distinctive wood options. This is the big selling point for the phone. In a world of bland, identikit phones, the idea of personalising a handset to you is a definite winner.
But a phone isn't just for showing off, it's for using too. Once you get beyond the design, you'll find a phone running Android 4.4.2 KitKat and using Motorola's new X8 Mobile Computing System, which in turn uses a 1.7GHz dual-core Snapdragon S4 Pro chip and quad-core Adreno 320 graphics. It also has a 4.7-inch 720p AMOLED panel, 2GB RAM, 16GB of storage, a 2,200mAh battery (offering up to 24 hours of life), a 10-megapixel Clear Pixel rear camera, a 2-megapixel front-facing camera, 4G connectivity, NFC and Bluetooth 4.0. So definitely at the higher end of mid-range.
Go beyond the hardware and you'll discover a rather snappy Quick Capture feature, which kicks the camera into action with a flick of the wrist, autofocusing and auto-exposing too. There's also an 'always ready' feature, with the handset always able to take your voice commands, no matter how long it has been 'asleep'. Oh yes, you will be first in line for Android updates too. After all, this is pretty much a Google phone.
The Moto X will be available from 1st February. If Google brings Moto Maker to the UK, we think this could be a real success. Without it, the phone might be eclipsed by the affordable Moto G.