The Sony Ericsson trio at Gitex 2004

The new phones, suit the three broad categories of mobile fans.

The S700i is a treat to those who love fashion and always seek the different fancy look while still enjoying diverse easy-to-use functionality. The P910i is the master piece business professionals have long waited for, it's the smartphone that replaces your PDA, your digital camera, and becomes your best web-browsing friend all at once. And finally comes the world's greatest entertainer, the K500i. Fun lovers can play and compose music, enjoy impeccable 3D Java games, and download more applications than meets the eye.

"Gitex is an opportunity we decided to take full advantage of," said Husni Al Assi, General Manager of Sony Ericsson Middle East and Africa. "People from all walks of life come to Gitex, especially Gitex Shopper, to search for their diverse technology demands. At Sony Ericsson we have superior technology for all users."

The Sony Ericsson S700i is true art that takes technological form. It's highly stylish yet the creativity of its design serves the purpose of superior functionality. The phone's three-way swivel design offers instant access to "point and shoot", "browse and talk", or "text and email". You can browse the menu as the phone is closed, turn it around to hold a ready-to-use camera, and open in swivel motion to text away using the convenient keypad. The S700i features a superior 1.3 megapixel camera with a CCD screen and 8x digital zoom.

Business professionals with busy schedules and the need to browse and email on the move shall find the P910i an indispensable device. It features the widest variety of input methods including keyboard, handwriting, and T9. The P910i can be added to a secure corporate intranet and supports use of memory cards that have storage capacity of up to 1 GB. The phone comes with an array of applications on a CD including a navigation tool, a media viewer providing access to news, applications for real-time stock quotes and trading, and more. In addition, the phone includes a built-in still and video camera.

Finally, the superb entertainer with the dual front design - K500i - provides new meaning to fun technology. The large 1.9 inch 65K TFT color screen and MultiAction™ joystick make the 3D Java games a real joyful experience. The camera features a 4x digital zoom and QuickShare™ which makes the sharing of images as easy as can be. The phone allows for an abundant amount of wallpapers, themes, and ringtones to be downloaded or created. The ringtones are especially easy and fun with the use of PlayNow™ and Music DJ™ which can be used to compose original music all set with drum loops, bass lines, keyboards and other sound effects.

Gitex goers who care for their mobile technology should not miss the Sony Ericsson top-performing trio.