Google is reportedly ramping up its hardware business by coming up with another signature smartphone on 2013, which reports said is tentatively dubbed 'X Phone' and now under development by Motorola.

Obviously buoyed by the rousing success of the Nexus gadget lines, despite suffering supply chain issues, the internet giant appears bent of rolling out a top-notch handset that is purely designed to challenge the current supremacy of Apple's iPhone 5 and Samsung's Galaxy S3, blog reports said.

As the target for the new Google device is clearly defined, experts are anticipating that the X Phone will figure prominently in the Q2 2013 gadget battles, by which time the Galaxy S4 from Samsung and the M7 from HTC would have been released.

Later on in 2013, Apple is also expected to refresh its smartphone offering via the iPhone 5S or iPhone 6.

So how exactly will the X Phone measure up with the competition? Nothing concrete so far on the phone specs, according to Mashable, citing reports from The Wall Street Journal, which first published the new Google smartphone plan.

The same WSJ report, however, did not provide detailed hardware and software specs for the upcoming high-end Google mobile phone except from some broad suggestions that came from Motorola chief executive Dennis Woodside.

Mr Woodside hinted in his WSJ interview that 'big things' are in the works for Google following its initial foray in the hardware business this year, which saw global consumers readily accepting the lines of Nexus gadgets.

But the difference this time is the X Phone project is exclusively Google. The tech giant unleashed the Nexus smartphone and tablets by collaborating with LG, Asus and Samsung - respective manufacturers of the Nexus 4, the Nexus 7 and the Nexus 10.

This time around, Google via Motorola is "investing in a team and a technology that will do something quite different than the current approaches, Mr Woodside said.

Blog reports have indicated that Google is mulling cutting-edge technology that would separate the X Phone's camera, screen and photo software from the rest.

Experts said, Motorola would want to surpass the current benchmarks set in the camera phone technology by the iPhone 5, the Galaxy S3, the Nokia Lumia 920 and HTC's Droid DNA.

The X Phone is also said to sport flexible screen, the same technology that Apple and Samsung will deploy on their future smartphones. Experts, however, are convinced that bendable smartphone and tablet screens will not arrived until 2014, at the earliest.

Mr Woodside also suggested that Google would want to create a powerful smartphone that likely would be in wide use globally. He noted of latest statistics which showed that of the estimated seven million earth's population, only one billion are observed to be using the ubiquitous mobile communication and computing tool.

If indeed widespread X Phone distribution is one of Google's core intentions in developing the handset, then it is highly likely that the gadget will be priced in the same levels seen in the Nexus devices, said CNET in a report.