The Moto X is a customizable phone and  features all-day battery life, choice of colors and materials, curved back and 10-megapixel camera. The phone will be released in late August or early September for AT&T, Sprint, T-Mobile, U.S. Cellular and Verizon (with an international rollout thereafter). Customers will be able  to get the 16-GB model for $199 with a 2-year contract.

Google bought the struggling mobile company Motorola in 2011 for $13 billion and was met with much speculation. An article published by the Verge titled, “Does anyone know why Google bought Motorola?” said: It’s been nearly two years since the deal was announced and close to a full year since it closed, and the questions keep piling up while the answers keep getting worse.”

And now, Moto X seems to be the answer.

This is a relaunch of Motorola,” Dennis Woodside, chief executive officer of Motorola Mobility, said at a press event. “A year ago today, the Google team sat before a whiteboard and said, ‘What do we want to build? And how do we make it different?’ And this is it.”

The new phone will be U.S-made in Texas, creating about 2,000 jobs for residents, according to Bloomberg.

A quick review of the phone from TIME magazine noted the customizable options of the phone via a website interface called MotoMaker, available only for AT&T customers initially: “…You’ll be able to select from 18 backside color options, two front-side ones (black and white) and seven trim choices. (Starting in the fourth quarter of this year, Motorola plans to let you buy an X with a back made out of wood instead of plastic.) You’ll also be able to upgrade the storage to 32 GB, purchase color-coordinated Sol Republic headphones, choose a black or white power adapter, put a message on the back of the phone, specify a wallpaper backdrop for the home screen and preconfigure the handset with your Google account so it’s ready to go right out of the box.”

And with its Texas facility, Motorola will be able to churn out the customizable phones within four days.

TIME magazine also wrote: “Phone screen size is a matter of personal taste, but Motorola did an impressive job of building a phone around that display: the gracefully curved X is so much narrower and shorter than the HTC One, which also has a 4.7-in. screen, that it feels more like it’s in the same class as Apple’s iPhone 5 even though its screen is much roomier than the iPhone’s 4-incher. As with Apple’s phone, it’s easy to cradle the Moto X in your palm and control the whole interface with your thumb, a handy mode of operation that’s often impossible with Android models.”

Still, Google supplies Android to Samsung and HTC, putting it in an odd position of competitiveness within the mobile industry. “Samsung dominates the mobile market in a way that no other company save Apple has managed to achieve — there’s no apparent reason Google would risk severing that relationship just to enter a cutthroat hardware business that requires equally complex carrier relationships simply for the sake of it,” wrote Nilay Patel at the Verge.