Xperia Pureness Phone Is Now Available Through and Sony VIP Shopping Service

— Purchase includes Pureness Concierge, a 24
hour service

— New microsite launches on-line debate on simplicity and
modernity in communication

Xperia Pureness,
the world’s first mobile phone with a transparent liquid crystal LCD screen,
offering ground-breaking miniaturization technology in the battery, memory card
and antenna, is now available in the U.S. through Saks Fifth Avenue online,, and Sony VIP
Shopping Service via email at or 877-316-7669. Manufacturer’s
suggested retail price is $990.

The Xperia Pureness phone represents an alternative approach to life in
the complex, digital age by refining the mobile phone to its most essentials
functions – Talk. Text. Time. It offers true mobile phone essentials and strips
away the unnecessary in both form and function. The keys are hidden and only
light up when touched. The subtle illumination, with call and message
notification, transforms the handset from an object of design to a phone only
when needed.

The new Sony Ericsson Xperia Pureness mobile phone comes with
Pureness concierge service. Pureness concierge is the only truly
localized global concierge service in the world, providing its members support
for all lifestyle requests through a 24 hour service in cities around the world
for almost any type of need.

The Xperia Pureness is not simply about a phone; it is about opening a
debate about people’s relationship with technology in a complex world. Sony
Ericsson has created a microsite at and has invited
personalities from the fields of design, lifestyle, art and culture to share
their thoughts around simplicity and modernity. Sony Ericsson encourages
consumers to check out the site and weigh-in on the conversation as well.

"We are very proud to be launching such a beautifully designed phone with
premium retail partners Sony VIP Shopping Service and Saks Fifth Avenue and
we’re looking forward to delivering many more exciting new phone concepts from
our Xperia brand," said Stacy Doster, head of PR for Sony Ericsson North

"We love to offer our customers beautiful, high-quality products and Sony
Ericsson’s Xperia Pureness phone embodies the sophisticated type of
technology our fashion customer appreciates. We’re excited to be the exclusive
retailer launching the phone in the US," noted Denise Incandela, President of
Saks Direct.


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