The oft leaked Motorola DEVOUR has been officially announced and on it’s way to Verizon. It has what looks like standard Android specs – running on 1.6 with MotoBlur Social Networking Layer on top, 3 inch screen – nice and compact actually. Good looking phone IMO.

Interestingly enough, VZW has decided (at least it seems this way) to omit the DROID branding from the handset. In Fall/Holiday, VZW launched both the Motorola DROID and DROID Eris by HTC and it seemed as if the DROID moniker was VZW’s attempt to slap a brand on their Android devices. Such sub brands can be advantageous in lifting awareness and building a general mystique (for the geeks) around future products in the line.

One can only conjecture as to the reason for the shun of DROID branding – my personal hypothesis is that they believe this device with it’s MotoBLUR interface is meant for a different target market where the DROID branding would be less impactful. Hint: Not Geeks. Hint: Probably younger consumers who resonate with always on SN.

The geek-focused DROID campaign and even the recent Mom-focused Palm Pre+ advertisements show that VZW is not afraid of very specifically targeting certain demographics/psychographics – regardless of who they might be alienating. They clearly know their customer target and interested audiences for their product launches, and assail them relevant branding and messaging. One can respect that.

But I suppose that really is just the way it should be done. Imagine that.

-Joenandez