Motorola plans to market its new Moto X smartphone more in line with a watch or fashion accessory, focusing on fall issues of fashion magazines and a large Pinterest push. The device can be customized with 22 different phone backs and seven accent colors, so Motorola will position it as "an expression of who you are" and not "the most impersonal thing" someone owns, said Brian Wallace, Motorola's vice president of global brand and product marketing.

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