Each day for a month, beginning August 1st, three phones will be placed for a three-day auction on the eBay marketplace. Motorola expects to sell 100 phones during the promotion, with winning bidders given the opportunity to personalize both the exterior and interior components of their handset.

Inside and Out

While most phone manufacturers offer interchangeable faceplates and a variety of ring tones and wallpaper so that users can express their individuality, Motorola spokesperson Julie Cordua told Wireless NewsFactor that the auction will allow a small number of consumers to create an even more personal device.

"We are drawing attention to all of the features of the phone, with winning bidders getting a completely customized handset," she said. The limited-edition phones will include a choice of anodized aluminum color covers and a selection of designs for the front lens, which functions as the V60i's caller ID when the phone is closed.

Motorola also will personalize each handset with a nameplate and will incorporate personal address book entries and calendar information, said Cordua. All auction winners will receive a vehicle power adapter and headset as part of the package.

EBay Opportunities

The V60i mobile phone is a replacement for the V60, which was a top seller for Motorola, and will be available at retail outlets later this summer. It is expected to sell directly from the company for about US$380, but carriers will determine the price for most consumers, which most likely will fall in the $100 to $200 range, Cordua said.

Bidding on the eBay site for the customized handsets will start at about $300.

Motorola, which launched its eBay consumer store in April, has been successful in selling small quantities of specialty items through auctions. The company also has a wholesale site that serves as an alternative channel for inventory overflows and discontinued items, Cordua said. Thus far, Motorola is getting a return of about 40 percent above its set value for these products.

In addition, Motorola is offering some refurbished hardware on the Internet auction block in an effort to set the market value.

Different Approach

Given the time and effort required to create such specialized phones, it is difficult to imagine major handset makers using such a marketing ploy and disrupting, even temporarily, the production lines.

Nokia spokesperson Virve Virtanen told Wireless NewsFactor that the world's biggest mobile phone maker does not let consumers design their own devices, but does employ user groups for design testing.

Nokia has established design centers around the globe in an effort to keep a finger on the pulse of fashion trends and changing preferences among users. Like its peers, Nokia offers a variety of color covers, ring tones and wallpaper for its product lines.