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In what seems like a technological breakthrough, LG Electronics (News - Alert), a leading manufacturer of consumer electronics and mobile phones, and PRADA, a name to reckon with in the luxury goods industry, have joined hands to introduce the world’s first completely touch screen mobile phone. With its stylish and unparalleled features, the PRADA phone by LG (KE850) is equipped with an advanced touch panel interface.


Having done away with the keypad, this mobile promises to give its users a unique sensory experience. Pioneers in their respective fields, LG Electronics and PRADA synchronized their knowledge banks, resources, and efforts, to give consumers the gift of the new age technology.

President and CEO of LG Electronics Mobile Communications Company Dr. Scott Ahn, said in a press release, “We at LG are exceptionally proud of the PRADA Phone by LG.”

“The two companies have worked together seamlessly towards a truly shared vision, to develop one of the most beautifully stylish handsets the market has ever seen” he added.

While designing this marvel, both LG and Prada worked in close proximity to provide every attention to detail – from developing the handset using the trademark technology of LG, to marketing with Prada’s unchallenged design and quality. Even the designing and actual production of the handset was closely monitored. Nothing was left to chance.

The PRADA phone by LG is all set to be priced at approximately 600 Euros and will be marketed at mobile dealerships and a few PRADA outlets in UK, France, Germany and Italy by the end of February 2007. The Asian countries such as Hong Kong, Taiwan and Singapore will receive supplies by the end of March the same year. However, the Korean consumers will have to wait a bit longer, as the local version of the phone will be available only by the second quarter of 2007.

For this technical wonder, PRADA did not limit its contribution to designing the exterior features alone. It was actively involved with the development of other distinguished characteristics, namely the advanced touch interface, ring tones, pre-loaded content, mobile phone accessories and a specially designed leather case, drawing inspiration from the classic Italian craftsmen tradition.

Patrizio Bertelli, president and CEO of PRADA, who recently visited the LG Headquarters in Seoul, South Korea said, “As we do with ready-to-wear and accessories, we were looking at a break-through. Consistent with our approach, we are not branding an existing product; rather, Miuccia and I have been working with LG to give this new phone a very strong character and unique style, both in its contents and in its design. We, just like our partners at LG, are known for the attention to detail and uncompromising quality of our products. And we find these characteristics in the new mobile phone.”

Surprisingly sleek and simple in appearance, the phone is equipped with unmatched features such as an LCD screen, which facilitates the user by maximizing the visual impact and aids them in exploring other important characteristics it has to offer. It contains the Schneider-Kreuznach lens with a 2-megapixel camera, a video player, and a reader that has the capacity to view documents. When not in use, the phone exhibits a stark black exterior, hiding the icons, which glows when it is operated upon.

To bestow its users with an enjoyable experience, KE850 is furnished with an MP3 player and its messaging function has a special music multitasking option to it.

With a unique external memory slot, the memory capacity for images, music and film clips can be enhanced.

Looking at this ultra sleek model, having a thickness of only 12 mm, it’s hard to imagine the number and quality of functions it can perform.

Blending the unmatched excellence from the torchbearers in the fields of technology and fashion, this handset has given birth to a unique, innovative and “best-in-class” product, which for some time to come will be either possessed or envied.

IP Multimedia Subsystems, a way to bridge the circuit-switched technology of yesteryear to the packet-switched realm of tomorrow, represents the lifeblood for service providers today. And the best way to understand all of the implications of this next-generation enabling technology is to make the IMS EXPO a must-attend event, collocated with INTERNET TELEPHONY Conference & EXPO EAST, January 23–26, 2007. See you in sunny Ft. Lauderdale!

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Rahul Prabhakar is a contributing editor for TMCnet. To see more of his articles, please visit his columnist page.


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