Motorola recently released an ad (see below) that takes a particular focus on you, the user. The ad is for the forthcoming Moto X. As confirmed by Motorola CEO, Dennis Woodside, at the AllThingsD conference in May, a key part of the phone will be an array of sensors that can track what you are doing. For example, the phone could sense that you are traveling in a car and thus behave differently so it can be used safely. These sensors will be tightly integrated with the phone so that it uses very little power.
According to well known Twitter leaker "evleaks," the Moto X will have a 1.7GHz dual-core processor, 720p display, 2GB of RAM with 16GB of storage, 10MP backside camera with a 2MP front facing camera, and it will run Android 4.2.2. Those specs seem rather lack luster in this day and age, but again the key part of this phone will be in the array of sensors it is running. The ad also hints at an aspect of physical customization by the user. I believe the Moto X will run stock Android with a piece of software that integrates all the sensory information together.
The Moto X will be a continuation of Larry Page's Google effort to be better than instant. Google has been toying around for a long time with the idea that information can be better than instantaneous. Before you pull your phone out, it will have relevant information for you. Of course this is Google Now and it has taken a while to reach this point. i.e. before Google Now could be this good we first needed Search, plus your World (Jan 2012) and Knowledge Graph (May 2012) to be implemented. Here we see Google as a very patient and forward thinking company.
Now, imagine the possibilities of a phone that knows you this well. It will be the first "personal" computer. I believe Motorola is finally getting out of the specs game with the Moto X. Specs no longer matter, technology has reached the point where everything is running smoothly and most changes in processors are just incremental leaps. Everything is basically good enough.
Where a company can differentiate is by providing actual useful features for the user. It's not necessary about how powerful the device is, but rather what this piece of tech can do for you that the other device cannot. This is how Motorola will set itself apart from Samsung and HTC. And on a broader point it speaks to Google's future for computing where the specs are obviated and what's of utmost important is the user.