Project Ara by Motorola lets consumers customize their smartphone

Motorola has announced Project Ara – a new initiative that allows consumers to customize their smartphone beyond color, ringtones and wallpaper. Project Ara allows a user to purchase a basic phone structural frame (called an Endo) and add modules such as the keyboard, camera, battery, and display.

The approach allows users to customize a phone to their specifications (and price tag). A consumer who wants a top of the line camera can simply have installed in the camera.

The modular approach would also allow for easier repairs and upgrades, since a specific module can be swapped out without much effort.

Google-owned Motorola will use the Android OS for the new phones.

Project Ara is an intriguing enterprise. And a challenging one. But we like the idea of putting the building blocks into the hands of the consumer. Kudos to Motorola for embarking on such an endeavor.