Google has unveiled the Moto X, its first in-house smartphone, which will feature extended voice controls.

Similarly to Google Glass, the device will constantly listen for the phrase “OK Google now…”, with users able to access directions or weather forecasts or make calls with a voice command, which is being termed Touchless Control. Its an extension of the Google Now functionality which is currently available on Android 4.1 (Jelly Bean) and above.

The device will also be customisable, with customers picking their own colours for the case, with the option to add a personalised engraving. Its currently not clear whether there will be an extra cost attached to this.

Google is also promising a longer battery life – the Moto X is “designed to sip battery, not chug it”, according to its statement – and simplified notification and camera functionality.

The Moto X features a 4.7” display, 2GB RAM, and a 1.7GHz dual-core Snapdragon S4 processor. Those specs arent much of a jump from Googles last phone, the LG-produced Nexus 4, so it will be relying on its unique software features as a selling point.

Handsets will manufactured by Motorola – which Google bought in May last year for $12.5bn (£8.2bn) – in Fort Worth, Texas, and shipped directly to customers. This is the first time a smartphone has been assembled in the US, and its something Google made a big noise about earlier this year.

Moto X will be available in the US, Canada and Latin America starting in late August. The device will be priced at $199 with a two-year contract, but The Verge is reporting that customers will also have the option to buy a Google Play edition directly from Google.