Sony Ericsson XPERIA X10 introduces an open and integrated world of social media, communication and entertainment

The UX platform builds on top of the Open OS and creates a unique Sony Ericsson user experience by combining best-in-class entertainment features with signature applications, unrivalled integration of social media services and a rich graphical user interface. The XPERIA X10 is the first mobile phone to truly humanise the way people interact with their phones.

Introducing signature applications like Mediascape and Timescape, the XPERIA X10 lets consumers organise everything in their phone in an intuitive way:

• Sony Ericsson Timescape manages all your communication with one person in one place. Browse through your conversations the bright way to check out your Facebook, Twitter, photos, emails, and texts all in one go.
• Sony Ericsson Mediascape is the smart way to get all the music, photos and videos you want from your favourite friends and artists. It accesses content from everywhere - your phone, YouTube, PlayNow - and presents everything for you.

Intelligence capabilities from Sony, integrated into Mediascape and Timescape, can automatically recognise connections between contacts, content and media. By recommending alternative ways to communicate or guiding to new media experiences, consumers can discover more in a truly open way. For example:

• Pressing the new 'infinite button' guides you through the connected world, aggregating all your interactions with one person into one view.
• Intelligent face recognition features recognise up to five faces in any picture, automatically connecting them with your social phonebook and all other related communications with that person.

Mr. Husni El-Assi General Manager, Sony Ericsson Middle East and Africa, said:

"The XPERIA X10 and the family of phones launching in the first half of 2010 underpin our commitment to an open and multi-platform strategy that maximises choice for the consumer and delivers the best possible consumer experience."

Rikko Sakaguchi, EVP and Chief Creation Officer, Sony Ericsson said, "The XPERIA X10 is a fantastic example of our make.believe philosophy because we are pushing the boundaries of what is possible and demonstrating that anything consumers can imagine, we can make possible. With the X10, we are raising the bar we have set ourselves with entertainment-rich phones like Aino and Satio by making communication more fun and playful, multiplying and enriching opportunities to connect."

Sony Ericsson's open approach gives consumers maximum choice and with the XPERIA X10, users can download any application that they want direct from a wide variety of stores including PlayNow and the Android Market, co-creating an experience that is entirely unique to them.

Sony Ericsson is also introducing the new Wireless Stereo Headset with FM Radio - WM600. Featuring advanced Bluetooth technology and a built-in FM radio, WM600 lets you stream music to your headset in high fidelity through sound-enhancing ear-buds. With a crystal clear OLED display, easy access controls and RDS radio station information, you don't even need to take your phone with you to tune in to your favourite radio station.