Moto X, the new gadget on the block, is notable for customisation

In the four decades since Motorola first showed off a prototype of the world’s first cellphone, the company has watched Apple, Samsung and other innovators surpass it in sales. With Google as its new owner, Motorola is introducing the Moto X, a phone notable for innovations in manufacturing, as part of an attempt to regain its stature.

Yes, there’s plenty the Moto X offers in terms of software, including the ability to get directions, seek trivia answers or set the alarm without ever touching the phone. There’s good hardware, too, including a body that’s nearly as slim as the iPhone 5, but with the larger, 4.7-inch screen that is comparable to those found in rival Android phones.

But what’s really special about the Moto X has nothing to do with making calls, checking Facebook or holding it in your hands. Rather, it breaks from the pack by allowing for a lot of customization. You can choose everything from the colour of the power button to a personalized message on the back cover.

To make those special orders possible, Motorola is assembling the Moto X in Texas, making it the first smartphone to be put together in the US Motorola promises to ship custom designs within four days, faster than it would be able to if the company had chosen to make the Moto X halfway around the world in Asia, as other phones typically are. (Phones for overseas markets will be made overseas.)

You can still buy the phone the traditional way, in black or white. Walk into a store, pay about US$200, sign a two-year service agreement (or instalment plan with T-Mobile), and off you go with a brand new phone.