NEW YORK ( TheStreet) - Rumors continue to surface what Google ( GOOG - Get Report) will soon announce at the unveiling of a new flagship Motorola Android smartphone. It will be the first all-new design to be offered since Google closed its Motorola Mobility purchase last year.

Every specification concerning the new device is subject to endless speculation, starting with the name. Some believe it will be called the Moto X. Verizon ( VZ - Get Report) may sell the phone with the name Droid Maxx or Droid Ultra. Sprint ( S - Get Report) reportedly has been testing a version for its network. It's highly likely that Motorola is developing a GSM version for AT&T ( T - Get Report), T-Mobile ( TMUS - Get Report) and the rest of the world.

The phone will reportedly come with a lightweight carbon-fiber back cover which purchasers will be able to engrave and personalize. Motorola might also offer differently colored outer shells as well as allowing customers to choose from an well as an assortment of hardware possibilities (such as processors and memory), according to pictures floating around the Internet.

All of this could be accomplished because, as Motorola has been touting, the new phone was designed in the United States and will actually be made in the United States.

If true, Motorola would be the first to allow users to really customize their own smartphone to a greater extent than ever before. The company needs something to differentiate its smartphones from the Samsungs, HTCs and Apple ( AAPL - Get Report) to get people interested once again.

Unless Google has something really spectacular up its corporate sleeve, all of these leaks and rumors aren't really earth shattering enough to accomplish that. Google must somehow elevate the name Motorola back to a super-premium brand once again. Or, second-guessing the wisdom of its $12.5 billion purchase and subsequent investments will continue.

Google shares were advancing 1.25% to $904.70 in early Monday trading.

--Written by Gary Krakow in New York.

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Gary Krakow is TheStreet's senior technology correspondent.