It takes a lot to get me talking about a dumb-phone (a non-smart-phone phone), but Motorola’s newly announced AURA twisted my arm just enough to get me to post.
Quick introduction: the AURA (I’m not sure why it’s capitalized, maybe it’s an acronym for “Amazingly Unaffordable Ringing Atrocity?) is Moto’s follow up to the wildly unsuccessful V70, a 2002 device that was really awesome looking, but very bad at functioning. So the AURA takes the V70’s swivel-sliding form factor and spruces it up a bit. Take a look at the AURA’s crazy flash site to learn more.
So why am I talking about the AURA? I mean, there’s no touch screen, it runs a fairly basic OS, there’s no QWERTY pad, and it’s outrageously expensive… actually- those are all the reasons I’m talking about it. The AURA is the exact opposite of everything that is successful in the market right now.
Let’s start with the form factor. I’ll concede this point: the phone looks awesome. BUT- as I’ve recently written - everyone is making touch devices. Big, beautiful, touchable screens are popping up everywhere, and the AURA comes in with a tiny, non-touchable, round screen. Yes, it does have a bazillion colors, but when the screen is that small, does it really matter? And a 2mp camera? Again, the market is moving in an entirely different direction. Secondly, its imput method: I mean, T9… really? Thirdly, it boasts that it’s composed of over 700 different components. Is this a good thing? It just sounds like it would be very easy to break and even more expensive to fix.
Speaking of expensive… the AURA will cost $2,000. Ten 3G iPhones. Or hell, one MacBook Air. NO phone should cost $2k, that’s just absurd. I recently heard some mumblings about our economy not being too awesome… I’m not sure if this is true or not… but really, a $2,000 phone? In a time where Apple can drop the price of the market’s most innovative device to $200 (or potentially $99?!) competitors should drop prices, not raise them.
Ok, fine. I get it. There are a number of companies that make insanely “higher end” phones (Vertu, being the most ridiculous) because some people like to spend money, just so people know that they have spent money. I guess all I’m saying is that I think a phone’s features and functions should increase proportionally to its pricetag and the AURA has the same features of a RAZR at almost 40x the price.
But hey, the AURA is definitely not targeted at a consumer like me, so it doesn’t matter if I don’t like it. And jeez, The Boy Genius likes it, so it can’t be all bad. I just think that in these times of “dude, where’s my economy”, Motorola could save money by making cheaper phones… not the alternative.



