Motorola has launched a high-profile 3G touchscreen device available via US operator Verizon Wireless that commentators believe is an attempt to compete with Apple’s iPhone from AT&T. Marketing it as “the first interactive clear flip, full-touch phone,” the Krave ZN4 has a see-through cover that flips open to uncover a touchscreen virtual keypad. Users can also access features such as mobile television and navigation by pressing their fingers on the cover without opening the phone. The device went on sale exclusively from Verizon yesterday for US$149.99 after rebates to customers that sign a two-year contract with the operator.

The Krave is not the first touchscreen available from Motorola; for several years the vendor has sold a touchscreen device called the Ming in China. The new device is expected to boost its presence in the US market though, where it is the leading handset vendor with a 25.8 percent market share as of Q2 this year, according to Strategy Analytics. However, the company is faring less well on a global basis. According to Gartner, Motorola suffered a 4.5 percent fall in global market share in Q2, to 10 percent, giving it third place behind market-leader Nokia and Samsung. Motorola has lost ground in the global handset market since failing to launch a hit phone to replace its once-lauded Razr. In August, Sanjay Jha, the new head of Motorola’s handset business and group company co-chief executive, said he will undertake a 90-day review of the loss-making handset unit before implementing potential changes such as spinning off the unit.