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Can half a billion dollars make Google’s Moto X a hit?

Published Jul 12th, 2013 12:00AM EDT
Moto X Marketing Campaign

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Going up against Apple’s iPhone 5S, Samsung’s Galaxy Note III, LG’s G2 and a handful of other flagship phones this fall isn’t going to be easy for the Moto X, the first Motorola smartphone that will be heavily influenced by Google. From the looks of things though, Google is covering nearly all the bases. The phone will feature more customization options than any other handset on the market, it will be built in the U.S., it will reportedly feature a nearly stock version of Android Jelly Bean, it will be packed to the gills with sensors and according to The Wall Street Journal, it will be supported by a $500 million marketing blitz.

“Google is expected to allow its Motorola hardware unit to spend several hundred million dollars—and possibly upward of $500 million—to market the highly-anticipated device in the U.S. and some overseas markets, including in Europe, said people familiar with the matter,” wrote WSJ’s Amir Efrati. The report adds that the Moto X will be available across all four major carriers in the U.S.

Dozens of key factors contribute to the success or failure of a smartphone but the two most popular handsets in the world, Apple’s iPhone 5 and Samsung’s Galaxy S4, each have billion-dollar marketing and advertising budgets backing them. This is no coincidence, of course; it takes money — a lot of money — to make money.

Zach Epstein
Zach Epstein Executive Editor

Zach Epstein has been the Executive Editor at BGR for more than 10 years. He manages BGR’s editorial team and ensures that best practices are adhered to. He also oversees the Ecommerce team and directs the daily flow of all content. Zach first joined BGR in 2007 as a Staff Writer covering business, technology, and entertainment.

His work has been quoted by countless top news organizations, and he was recently named one of the world's top 10 “power mobile influencers” by Forbes. Prior to BGR, Zach worked as an executive in marketing and business development with two private telcos.