Motorola's Moto Maker online customisation tool could allow customers to choose their phone's spec sheet in future, the company's chief marketing officer hinted, as the service moves beyond cosmetic customisation into something more wide-ranging.
As it stands, Moto Maker allows buyers to choose the colour and material used for the exterior of their phones. There's also the option to choose the amount of internal storage you want.
But that's just the start, it seems.
In a Q&A at yesterday's Motorola launch event, uSwitch asked Motorola's Chief Marketing Officer Adrienne Hayes: "What's next for Moto Maker? In the future could you choose hardware? Opt for a fingerprint scanner, say? Or different cameras?"
She replied: "This is definitely something we have talked about and looked at. But Moto Maker is still not available in many countries.
"Before we go and make Moto Maker 2.0, we want to get Moto Maker out to the masses in as many countries as possible.
"And then we will get how we can evolve that entire business model."
The first modular mobile phones with customisable hardware landed last year, but these devices have yet to come to the mass market and right now appeal strictly to hardcore smartphone fanciers.
That could well leave the way open for Moto Maker to bring the technology to the masses.
The just-unveiled Moto G 2015 is the first phone in Motorola's budget range to offer Moto Maker. The service was previously reserved for more costly Moto X phones.