LG Shine launched in the Middle East

Shine, the second handset in LG's Black Label Series of premium mobile phones, has already stormed the UK and European market just one month after its launch, selling more than 200,000 units so far. In the Middle East, the trendsetting handset was unveiled at a press launch in Dubai today, April 25, by well-known Lebanese singer Nawal Zoghbi.

LG expects that the new Shine mobile will overtake sales of its bestselling Chocolate mobile handset, which sold over 1 million units in the MEA region in less than seven months.

"Middle East and Africa are strategic markets for us as they are expected to grow at double digit rates for over the next several years. LG will become one of the top three handset companies by 2010 in these regions by investing various resources,"

commented Mr. C. H. Lee, President of LG Electronics Gulf FZE.

LG is targeting sales of 78 million handsets globally, including more than 10.5 million GSM units in Asia, the Middle East and Africa in 2007, which would represent a 121 per cent increase from last year in these regions.

"In 2006, we solidified our reputation in the world mobile market with the LG Chocolate. LG will make another leap forward as a premium brand in the mobile industry, as we will introduce both LG Shine, the second handset in our Black Label series, as well as PRADA Phone by LG," Lee added.

"2007 is LG's year to Shine," he said. "People are naturally drawn to shining objects. They convey messages of happiness, joy, excitement and desire, all the traits that perfectly describe the Shine phone. With an appeal that goes far beyond the simple requirement of owning a mobile, LG has yet again raised the bar in the mobile phone market."

Shine - a stunning, full-metal-body slider phone - offers mobile users the best of both worlds with amazing looks and a high technical specification including expandable memory (MicroSD card) and an auto-focus camera by Scheider Kreuznach.

With the Shine, LG has once again proved itself to be the world leader in the design-led mobile phone sector, Lee said. "To outsell Chocolate is a huge achievement and testament to our research-led approach to the design and marketing of our handsets," he added.

When closed, Shine oozes sophistication with a perfectly reflective 2.2" screen. Slide open the super-thin brushed metal body and the 'magic mirror' full colour screen comes to life, while Shine's keys are bathed in a cool blue light. Access to Shine's menu system is by an easy-to-use multi-function scroll key.

Shine is rapidly gaining popularity in the European market and its sales volume in the region exceeded that of the accumulated sales in the Korean market just after a month since its launch. The sales records exceeded those of LG Chocolate in last year, over the same period.

Leading UK retailer Phones4U named LG Shine as its top selling phone for the two-week period after launch while total daily sales figure for all UK retailers continue to exceed the 2,000 units a day benchmark set over the same two week sales timeframe.

The picture is similar across Europe, with the phone selling out in France and Germany. Like-for-like sales compared to LG's phenomenally successful Chocolate phone are also up, with over 200,000 units sold in Europe since launch (Chocolate sold 160,000 in a similar period).

According to respected UK industry magazine MOBILE's sales tracking service Mobile Tracker, LG Shine is the most popular selling handset in the UK (as of March 9th).

Added Lee: "The intense media and consumer interest in LG Shine before, during and after launch is testament to not only the skill of the various marketing teams but crucially the desire and appeal now inherent in the LG brand. Chocolate set a very high standard in design and sales and it is an incredible achievement for LG Shine to already be ahead of such a high benchmark."

To promote Shine, LG has contracted Arab diva Nawal Zoghbi. LG plans to utilise this association through extensive marketing campaigns in Middle East & Africa. During the next 12 months, Nawal will endorse LG's various upcoming GSM models.

The partnership will see one of Arab world's highly successful entertainers and youth icons lending her larger-than-life profile to one of the most celebrated designer creations. Zoghbi's new role will see her playing a crucial role in further strengthening Shine's appeal with consumers of all ages as the sophisticated handset prepares for its Middle East debut.

During the next 12 months, Nawal will endorse LG's various upcoming GSM models. In Europe, LG plans to enhance the product image through celebrity endorsements from leading celebrities such as Lindsay Lohan, Scarlett Johansson, Jude Law and Ewan McGregor.

LG picked sophisticated design, pre-marketing activities, and solid relationship with consumers as the key important factors for the success of the LG Shine phone.