Project Ara is the codename for an initiative by Google that aims to develop an open hardware platform for creating highly modular smartphones. The platform will include a structural frame (endoskeleton that holds smartphone modules of the owner's choice, such as a display, camera or an extra battery. It would allow users to swap out malfunctioning modules or upgrade individual modules as innovations emerge, providing longer lifetime cycles for the handset, and potentially reducing electronic waste. A market pilot for Project Ara is scheduled for late 2015 with a target bill of materials cost of $50 for a basic grey phone. The project was originally headed by the Advanced Technologies and Projects team within Motorola Mobility while it was a subsidiary of Google. Although Google had sold Motorola to Lenovo, it is retaining the project team who will work under the direction of the Android division.