The Motorola Cliq, on display for the first time at CTIA this week, has hardware features such as a touch screen atop a slideout QWERTY keyboard designed to lure buyers, but its new Motoblur software could be its most important novelty.
With Motoblur, which uses the Android operating system and interface, users will be able to combine up to 10 social networking sites and other applications, such as work email and photo tools, on a single home screen for easy access.
Several CTIA visitors at Motoblur's booth had trouble understanding Motoblur, or its value. However, spokeswomen for both T-Mobile and Motorola said they don't expect much confusion over Motoblur from buyers, whom they predict will mostly be in their 20s and 30s and will likely be interested in quick home page access to updates from friends and coworkers in various social networking sites, alongside their work email or other applications. While that capability might not appeal to all ages and types of cell phone users, the socially connected group is clearly driving the explosion in data usage witnessed by the nation's wireless carriers.
In addition to combining applications on a single home screen, users of Motoblur will be able to keep up to five separate home screens a single swipe away from each other. That means a user could put work applications on a single home screen, then swipe left or right over to personal applications on another of the five home screens.
Users whose lives involve various jobs or roles, or who are active in social networks, might find Motoblur's organisation scheme valuable. Gartner analyst Ken Dulaney recently called the Cliq Motoblur and Android OS generally a good combination of the software functions available in the iPhone and phones from Windows Mobile and Nokia.
What is evident with the Cliq and some other smartphones is that their designs are moving into a second or third stage of evolution where software services such as Motoblur, rather than hardware features, offer buyers new choices. That's a shift from two years ago, when the iPhone caught the world by storm with a radical new touchscreen design and related interface.
In fact, Motoblur software takes Motorola and the Cliq into an area of services that, until now, seemed to have been the domain of software companies like Yahoo, which has been combining social networking buttons, such as Facebook and Twitter, with email on a single screen on hundreds of smartphones and cell phones for a while.
Yahoo focuses its application and services development around social networking sites and email because they are the applications people always come back to, said David Ko, senior vice president for Yahoo Mobile in an interview. The "My Favorites" tab on Yahoo's mobile home page is an example of that because it lets users see at a glance the social networking sites and email accounts they use.
Such organisation is valuable because when a user loads 60 or so applications on to a phone, not all of them will be used. "One thing we all have to think about as a trend is the potential for app fatigue," Ko said.
Yahoo's "My favorites" tab is similar to what Motoblur is beginning to do, although Motoblur was designed by a phone maker. In effect, Motoblur is a sign that Motorola is looking at smartphones in the same way that Apple did when it designed a complete hardware and software package for the iPhone.
In an interview, Ko seemed reluctant to say that Yahoo could be competing with Motorola and Motoblur. Yahoo, he said, is focused on developing applications and services rather than getting into new product areas like mobile phone software. And he was diplomatic in describing what Motorola seems to be doing.
"Motorola to me is known for selling handsets," Ko said. "Today, if they want to go and think about how they want to develop different things to increase adoption, that's great and will only help the ecosystem. We will continue to partner with them to make sure our services work well."