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Motorola to reduce emphasis on Motoblur

Motorola to reduce emphasis on Motoblur

The social networking and communication tools enabled by Motorola's Motoblur service are set to get less attention as the manufacturer focuses more on hardware.

Motorola has seen a resurgence in sales and popularity as a result of its successful smartphones based on the Android operating system and Motoblur is a significant to its unique user experience.

The smartphone maker is now looking to put more emphasis on the hardware it uses within its smartphones rather than the bespoke user interface, which it uses to augment the basic look and feel of Android. As such it will be bringing new processors, displays and other internal components to the table with its upcoming launches.

Motorola CEO Sanjay Jha said: "With Motoblur, we have found that being able to convey the value proposition around Motoblur is not an easy thing to do in a 30-second ad spot.

“We have decided that we will focus on the value proposition of products and not Motoblur as a brand name in its own right."

However, Jha added that Motoblur would still be integrated into its smartphones for as long as it was relevant, with updates keeping its features fresh and user friendly.

The main obstacle to Motoblur's continued existence is not only that it does not compare favourably to the likes of rival HTC’s popular Sense UI, but reports that the arrival of Android 3.0 “Gingerbread” in the coming months might make the need for a secondary interface obsolete.

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