Mobile Technology

PRADA and LG launch touch screen mobile phone

PRADA and LG launch touch screen mobile phone
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Mr. Patrizio Bertelli, President & CEO of Prada and Mr. Mun-Hwa Park, President & CEO of LG Electronics Mobile Communications
Mr. Patrizio Bertelli, President & CEO of Prada and Mr. Mun-Hwa Park, President & CEO of LG Electronics Mobile Communications

January 20, 2007 LG and PRADA have unveiled a mobile phone controlled entirely by a touch-screen which is sure to draw comparisons with Apple’s recently announced iPhone. LG and PRADA have apparently worked closely together on every aspect of the product, from handset development to marketing, first announcing their intentions in December, but no doubt sensing the opportunity presented by the worldwide iPhone publicity and the possibilities of an iPhone delay given that Cisco is in litigation with Apple over the name. The PRADA Phone by LG (KE850) has a touch interface which eliminates the conventional keypad making the overall usage experience a highly tactile one. An extra wide LCD screen maximizes visual impact, allowing the user to benefit from several key features of the phone, including the 2 megapixel camera featuring Schneider-Kreuznach lens, video player and document viewer capacity. The PRADA Phone will be available with prices starting from 600 Euros in mobile dealerships and PRADA stores in the UK, France, Germany and Italy as of late February, 2007, followed by countries in Asia such as Hong Kong, Taiwan, and Singapore from late March, 2007. The Korean version of the phone is scheduled to launch in the second quarter of 2007.

Glowing icons on the face of the phone disappear when not in use to reveal a pure, un-adulterated black exterior. The phone is ultra thin (just 12 mm), nonetheless it hosts an array of additional multimedia functions, including an MP3 player and a music multitasking function for messaging. It also boasts an external memory slot, allowing the user to increase memory capacity for images, music and film clips.

PRADA’s involvement extends beyond exterior aesthetics to the key elements of the user experience such as the advanced touch interface, ring tones, pre-loaded content, mobile phone accessories and the exclusive leather case, inspired by the classic Italian craftsmen tradition.

“We at LG are exceptionally proud of the PRADA Phone by LG” says Dr. Scott Ahn, President & CEO of LG Electronics Mobile Communications Company. He continues, “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.”

Visiting LG Headquarters in Seoul, Korea, Mr. Patrizio Bertelli, President and CEO of PRADA, 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."


• Capacitive Touch Screen• Music Player (MP3, ACC, ACC+, WMA, RA)• Music Multitasking (Messaging)• Video Player (MPEG4, H.263, H.264)• Macromedia Flash UI• Document Viewer (ppt, doc, xls, pdf, txt )

Specifications• EDGE Tri-Band (900/1800/1900)• 98.8 Å~ 54 Å~ 12 mm• 2M CMOS Camera / LED Flash• External Memory Slot (Micro SD)• Innerpack Battery 800mAh• Bluetooth 2.0, USB 2.0, USB Mass storage

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