The next quarter is set to be a busy one in the mobile phone world, with the arrival of a new iPhone or iPhones and the imminent launch of goodies from Samsung and Sony.
All of which might make some question the wisdom of Motorola's decision to bring three phones to market over the next few months, thus forcing them to compete with those big-hitters for marketshare and mindshare.
It's certainly something Motorola Chief Marketing Officer Adrienne Hayes concedes might be up for debate. But she also of the opinion that the now customary late-Q3/Q4 burst of activity from manufacturers might not be a feature of the smartphone sector for too much longer.
In a Q&A with uSwitch Tech, Hayes said: "I think [this period] is a busy time, but I also think it’s a time that consumers have grown really accustomed to when they're expecting to either replace or look for a new device.
"There is an opportunity for us [Motorola], and probably the whole industry, to spread out the product availability life cycle more evenly throughout the year."
"Not everybody is on a two-year contract, certainly not anymore, that comes up every September."
She explained: "This is kind of how the old model worked: a one year contract comes up, so companies would [take that as a cue to] introduce the next gen.
"That whole dynamic and paradigm is changing. You're going to see the availability even out more throughout the year."
“But for this specific launch, we are excited to put them up against the other best in class in the industry. We think they will hold their own."
Moto's first new phone to hit shelves is the Moto G 2015, which dropped yesterday. That's set to be followed by the Moto X Play and Moto X Style in August and September respectively.