January 23, 2007

World’s First Touch Screen Mobile Phone

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by Jan Harris

LG Electronics, the consumer electronics and mobile phone manufacturer, and luxury brand PRADA, have launched the world’s first completely touch screen mobile phone in a joint venture.

Instead of a traditional keypad, the PRADA phone by LG (KE850) is equipped with an advanced touch panel interface.

The phone features the trademark technology of LG coupled with PRADA’s design and quality.

The device is expected to be priced at approximately €600 and will be marketed at mobile dealerships and a few PRADA outlets in UK, France, Germany and Italy by the end of February 2007.

It will be available in Asia by the end of March 2007, although Korean consumers will have to wait until the second quarter of 2007.

In addition to designing the phone’s exterior features, PRADA was actively involved with the development of the advanced touch interface, ring tones, pre-loaded content, mobile phone accessories and a specially designed leather case. It drew inspiration from the classic Italian craftsmen tradition.

The phone includes an LCD screen, Schneider-Kreuznach lens with a 2-megapixel camera, a video player, MP3 player and a reader that has the capacity to view documents.

When not in use, the phone has a stark black exterior, only 12mm thick, concealing icons which glow when in use.

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