Android OEMs have been in a (hardware) spec race since the beginning.
With the Moto X, Motorola has essentially gone against the status quo.
You don't need the highest of the high-end of specs to have a great Android experience. That way of thinking hasn't caught on with the average Android fan.
The Moto X is built on Motorola's new software strategy, based on these three tenets.
1. Ensure that we build on a foundation of pure Android
MotoBlur’s long gone. Expect the user interface on all new Motorola Android devices to look and feel like “stock” Android - not far off from a Nexus or a Google Play edition device. Motorola doesn’t want to take over the Android interface.
2. Build experiences that compliment Android and Google services, not compete with them.
You won’t see Moto Voice (S Voice) or Moto Translator (S Translator) or a Motorola App Store on a Motorola Android device. No need to double up on the excellent services that Google has already built.
And like Google releasing their apps in the Play Store, Motorola is doing the same so updates to features like the camera won’t require a full system update.
3. Ensure that we can build software that gives value back to the user.
Motorola is answering the needs of users and building solutions that matter. Motorola Assist builds on Motorola’s experience with their previous Smart Actions application. With Motorola Assist, your phone can get out of the way during something important (meetings) or when you need your quiet time (sleep). And on devices like the Moto X, it can detect when you’re driving to send automatic replies while you focus on the road.
Smartphones should be secured but most people find PIN locks cumbersome. Unlocking a locked phone is probably most done activity on a smartphone. With Trusted Bluetooth, anytime your phone is connected to a Bluetooth device you list as trusted, there is no need to lock your phone. And if the connection is lost, your phone gets locked automatically.
As a fan of Android, I like what Motorola’s doing. They’ve made these three tenets their differentiating factor compared to the rest of the market and that’s a great thing - very fitting for a Google company. Motorola will not rely on hardware to give user's a great Android experience. They're in it for the whole package.