Sony Ericsson launches Xperia Pureness

Xperia Pureness is the world's first mobile phone with a transparent liquid crystal LCD screen, offering ground-breaking miniaturisation technology in the battery, memory card and antenna. It offers true mobile phone essentials - Talk. Text. Time - and strips away the unnecessary in both form and function. The keys are hidden and only light up when touched. The subtle illumination, with call and message notification, transforms the handset from an object of design to a phone only when needed.

With Xperia Pureness Sony Ericsson has created a renewed expression of mobile communication by juxtaposing a poetic and artistic approach with new technology. When it comes to functionality, we have stripped away the unnecessary so that the essential can speak - Talk. Text. Time.

With the new Sony Ericsson Xperia Pureness mobile phone comes Pureness concierge. Pureness concierge is the only truly localised global concierge service in the world, providing its members 24/7 support for all lifestyle requests through a 24 hour concierge service with a presence in cities around the world for any type of need, from the everyday to the esoteric.

Xperia Pureness today launches in selected markets with a campaign created in collaboration with Petronio Associates. Petronio Associates is a pluri-disciplinary strategic and creative resource, serving a selection of the world's leading brands in the fashion, beauty, fragrance, music, and art industries. The print and digital campaign builds upon the design simplicity of the phone to realise a minimalist and stunning creative.

Xperia Pureness is not simply about a phone; it is about opening a debate about people's relationship with technology in a complex world. Sony Ericsson has created a microsite at www.sonyericsson.com/pureness/talktexttime and has invited figureheads from the fields of design, lifestyle, art and culture to share their thoughts around simplicity and modernity. And it is here, where Sony Ericsson will engage with users in a conversation of contrast to open up the debate about the role of simplicity in our modern day digital world.

Talking about the new Xperia Pureness technology Mr. Husni Al Assi General Manager of Sony Ericsson in the Middle East said "Sony Ericsson innovates on the LCD liquid crystal display technology and alongside our marketing strategy is taking a unique approach. Sony Ericsson is refining the mobile phone to its most essentials functions - Talk. Text. Time which will bring together our most holistic innovation."

A Renewed Expression of Pureness

• Talk, text and time - all the essentials in one place
• World-first transparent liquid crystal LCD display
• Design over technology - keypad lights up only when needed
• Ground-breaking miniaturised technology

Xperia Pureness supports GSM/GPRS/EDGE 850, 900, 1800, 1900 and UMTS/HSPA 2100 (Band I). Xperia Pureness will be available in black.