NEW YORK (TheStreet) -- Google's (GOOG) Motorola is set to launch the long-awaited Moto Xsmartphone on August 1. The major question that arises is: How canthis device differentiate itself in the market?There have been more leaks around the Moto X than I can count. Someof them may be true; others not. Other things have not been addressedin the leaks. Let's deal with each of the possibilities: 1. Hardware: How to out-engineer Samsung? The Android smartphone market is flooded with devices from dozens ofcompanies. The market is so competitive that nobody except Samsungmakes any money in the Android world. One really has to ask if themarket needs Motorola as the umpteenth Android. If the leaks are true, the Moto X looks to be no match for several ofthe leading entries in the Android market today, including Samsung:720p screen, 4.5-4.7 inches, no cutting-edge CPU. I mean, seriously?These are the Samsung Galaxy S3 specs from May 2012, which is ancienthistory in the smartphone world. 2. Customization: Jewelry, gimmick, hip or just irrelevant? It is widely believed that Motorola will use the domestic U.S.manufacturing situation to its advantage by offering some degree ofdevice customization. This includes a choice of colors and perhapsengraving. For the life of me, I don't see why this is significant. Why would Ipossibly care what color my phone is as long as it doesn't look weirdor objectionable? This seems like a solution in search of a problem. 3. Software: Lots of possibilities, but hard to get right. There is no doubt that there are multiple ways to improve the AndroidOS. My two favorites would be to plug the two aspects that keeps mefrom getting rid of Apple ( AAPL) iOS in my stable of devices: Podcasts andAirPlay (wireless display to TV). Currently, Android's offerings in terms of podcasts andAirPlay-equivalent are somewhere between nonexistent and deeplyinferior to how Apple does them. If Android plugs these two holes, Iwill be ready to ditch my iOS devices in favor of 100% Google. The problem with this theory is that almost every Android softwareimprovement of which I can think -- including podcasts and AirPlay --really should be part of the standard Android offering, not some sortof third-party application exclusive to Motorola.
- Stuff that should be in the Android core OS, not added by Motorola. Gimmicky stuff that people will ignore. Spooky, cringe-worthy NSA sonars that would cause consumers to runfor the hills.
- Where you are. What you shop. What you think.