Sony Ericsson W550i is now available in leading retail stores across the region

It features an integrated 1.3 megapixel camera, full Internet browsing capability and 256 MB internal memory capable of storing between 60 and 120 music tracks.

"The W550i is an exciting product that effectively combines fun and entertainment, giving consumers a variety of music, imaging and gaming features that they can enjoy wherever they are, while still being a great phone," explained Husni El-Assi, General Manager of Sony Ericsson, Middle East and Africa. "This Walkman™ phone is aimed at fun seekers who enjoy a good party and like to share enjoyable moments with friends. There are so many entertainment features crammed into this small, sleek handset that whether you are alone or with a group of friends, the W550i can satisfy all your entertainment needs."

The W550i has a digital music player that can either deliver sound through two external stereo speakers or through stereo headphones provided with the phone. Loading music onto the handset is simple with the intuitive Disc2Phone® PC software. The phone allows users to listen to up to 30 hours of music when the phone function is switched off.

The music pauses automatically when a call is received, allowing the listener to take the call before resuming the paused music. A direct music button gives instant access to the Walkman™ music player, which can be used independently of the phone.

The W550i also offers a games console experience. Games can be played with the screen positioned horizontally and buttons on the left and right of the screen being used for two-handed control.

Gamers can enjoy this experience through the pre-installed 3D versions of Worms™Forts: Under Siege 3D developed by THQ Wireless, Extreme Air Snowboarding™ developed by Digital Chocolate and a new multiplayer version of Midway's Gauntlet™, developed under license by TKO Software. If users prefer, horizontal-mode games can also be played in portrait mode or an L-Shaped mode using the keyboard. The W550i also supports multi-player peer-2-peer gaming over Bluetooth™.

Equipped with a 1.3 MegaPixel camera, the W550i captures stills and video-clips - with 4x digital zoom for close-ups - that can then be stored or shared using MMS or Bluetooth, or even transferred to a PC via USB cable.

"The W550i reflects another step in the constantly evolving Walkman™ phone series. Each new phone will have its distinct features targeting specific user groups. We are excited about the new W550i because its features are geared towards the youthful market, which is an attractive segment and one where Sony Ericsson has traditionally fared very well," ended El Assi.