Sony Ericsson expands portfolio with three handsets offering the best combination of design excellence, simplicity and value

Offering a combination of design quality, ease of use and value, allowing the mobile phone giant to reach out to a broad range of consumers whose basic mobile phone needs are
straightforward calling and texting.

The new models are:

• J220i - a stick phone optimised for ease of use with simplified one click menu access
• J230i - a stick phone offering simplified menu access along with the benefit of an FM radio
• Z300i - an attractive clamshell with beautiful design lines

These new phones will appeal to consumers looking for handsets that are reliable, affordable and simple to use, yet stylish and manufactured by a trusted brand.

Each handset has its own appeal and is firmly focused on making voice and text communications as easy as possible with the use of features such as one click navigation, single icon menus and colour screens.

"We are continuously expanding the Sony Ericsson offering to a wider range of consumers and customer needs," said Husni El-Assi, General Manager of Sony Ericsson, Middle East and Africa. "With this launch, even far more people that aspire to the Sony Ericsson brand can now afford to own one of our handsets, and can have a real choice from a range of phones, all of which are simple to use and beautifully designed."

J220i - Simplicity and ease of use
The J220 is designed for ease of use. Consumers can choose their most familiar menu - either a single icon menu that is visually simple or the popular Sony Ericsson multi-icon menu that gives an at-a-glance overview of all the key functions.

The one-click navigation key and icon markings on the navigation key make it simpler and easier to access the most commonly used functions. It has a large storage capacity for phone numbers (up to 500), SMS (up to 200), and Style-Up™ covers available to allow personalization. J220i is available in smooth black or sky blue.

J230i - Stay tuned in
A built in stereo FM radio enables consumers to be always tuned into their favourite stations for music, sports or news with the click of one button from the navigation key. The phone also comes equipped with a stereo hands-free to enhance the user experience. A speakerphone at the back of the phone completes the package.

J230i also allows a choice between the single or multi-icon menu styles and easy access to handset features with the one-click interface. Listening to the radio, answering a call, looking up a phone number, and starting an SMS message are all done in one click. The J230i comes in cosmo white, cherry red or deep blue and can also be personalised with the Style-Up™ covers. In addition J230i offers a large phone book (up to 500 phone numbers) and large SMS storage (up to 200)

Z300i - an elegant clamshell
This small, elegant clamshell available in granite grey or amethyst purple has great appeal for style-conscious individuals looking for a simple phone that fits their mood, taste and lifestyle. Open the clam to reveal a bright, sharp colour display and a surprisingly large keypad plus a navigation key that reaches all the main functions in one click.

Close the clam to lock the phone and the outer display shows the clock and incoming caller information. The Z300i's focus is on voice and text, but it also offers a phone book, calendar, reminders and alarm clock. Also it offers consumers to personalize their phones with the Style-Up™ covers available from accessory outlets. Also in addition there will be Crystal Décor included in every box, allowing customers to make their handsets more personal

"This latest product announcement reflects Sony Ericsson's commitment to become the preferred brand for mobile phones in the region. With these new products, we give our consumers the best possible options for communication and entertainment," El-Assi added.

J220i and J230i will be commercially available in Q1 2006. Z300i will be available in Q4 2005.