The video accompanying the blog post shows a how the broken screen of Ara phone could easily unclipped and then clip back a new replacement. The video gives input onto how the phone has the ability to become a completely customizable gadget.

Though there is not time set yet on when the Project Ara ends up into consumer market, Motorola said that it will offer a kit for the developers this winter.

Going with the Google way of having moon shots, the idea seems very exciting, but it could become a flop.  Couple of years ago, a company called Bug Labs unveiled a new product that would allow people to build their own devices — digital cameras, baby monitors, motion detectors — in a similar, pluggable way, but while the company has found an audience with people customizing their cars and homes, mainstream consumers haven’t flocked to the product yet.

Motorola will very likely come across the same problem Bug Labs had to contend with. To some, the idea of being able to customize a smartphone is exciting and appealing but at the same time it could loathe those who want to go buy and own a device in a simple way.

Read Also: Smartphone Shipments Reach Record High, Samsung Beats Apple Again and Google Building Floating Data Centre: Report