Handset maker Motorola Mobility, a subsidiary of Google, has launched a smartphone designed to be primarily controlled by voice. According to the firm, the Moto X handset has an “active display” which constantly feeds new information to the user without the use of notifications and pop ups.

Apple introduced native voice controlled assistant technology Siri in its iPhone 4S handset in October 2011 receiving a warm reception from the market. Google followed suit in July 2012 by launching a similar technology, Google Now, in its Android 4.1 Jelly Bean operating system, and it is now looking to extend its functionality by integrating it more prominently in this latest device.

Instead of a constantly blinking light, important information quietly appears on the screen, according to Motorola, and the user does not have to wake the device up to look at the time or see their messages. The firm claims the technology will eliminate the “constant itch to check your phone”.

The device is also customisable, and Motorola said that the user can design it through its online studio.

“You choose the colours, and decide on the details: front, back, accents, memory, wallpapers, even add a name or a short message. When you’re done, we assemble your Moto X right here in the USA and ship it to you for free in 4 days or less,” the firm said in a statement.

The device has a 4.7-inch screen and is manufactured in the US. The Moto X will be available in the US, Canada and Latin America starting around late August or early September, according to Motorola.

Motorola Mobility has been struggling financially in recent times and posted an operating loss of $271m in 1Q13.