Motorola ROKR has expanded its portfolio with the introduction of three new music optimized GSM phones. Ruler includes MOTOROKR EM30, candybar phone Motorola receives in ModeShift technology, ROKR EM28, clamshell device with "acoustic characteristics" and click-sensitive keys, and ROKR EM25, slider FM radio with a joint capacity. ModeShift tech EM30 changes in lighting keyboard with red illuminated keys in the mode of music and blue keyboard in a telephone mode.

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ROKR EM30 also offers FM radio and 3.5 mm stereo headset jack. Clamshell ROKR EM28 offers touch-sensitive keys that appear "only when they are needed" while before the phone displays the name of singer and song. EM28 can also boast 3D surround sound effect for the type of sound-and 11 equaliser presets. ROKR EM25 has dedicated music keys, FM radio and "FMShare" favorite station to share with friends, sending him a text message and SONG technology to identify song.