Adding another piece to its growing and popular range of Android platform based smartphones, Motorola unveiled its Backflip mobile phone, which flips backwards to reveal the keyboard and screen, making it different from the standard slide-out keyboard phones.

The phone was officially launched on Wednesday at the Consumer Electronics Show in Las Vegas by Motorola's CEO of Mobile Devices, Sanjay Jha, and the device is expected to hit the shelves during the year's first quarter.

The Backflip has been bundled with the company's MotoBlur social networking software, which lets users sync contacts, posts, messages and photographs from e-mail and various social networking sources like Facebook and Twitter.

The phone has a fold-out full QWERTY keyboard and a 3.1-inch HVGA screen, and the device's touch panel Backtrack features on the reverse side of the phone. The handset is bundled with Wi
-Fi, Bluetooth and a 5 MP camera.

"Since introducing our first Motoblur-based device, we've remained focused on differentiating the Android experience. Backflip maximizes the multi-tasking and multi-functional potential of Motoblur", said Mr. Jha.