BIOS: Technology Means Business

LG Electronics (LG) has today officially unveiled the UK launch of Shine (KE970), the latest handset in its premium Black Label series of mobile phones.

Shine - a stunning, full-metal bodied slider phone - offers mobile users the best of both worlds with amazing looks and a high technical specification including expandable memory (MicroSD card) and an auto focus camera by Schneider Kreuznach.

When closed, Shine oozes sophistication with a reflective 2.2-inch screen. Slide open the super-thin brushed metal body and the ‘magic mirror’ full colour screen comes to life, while Shine’s keys are bathed in a cool blue light. Access to Shine’s menu system is by an easy-to-use multi-function scroll key.

Also, Shine’s equipped with a comprehensive media player with multi-codec support (MP3, WAV and ACC++) and real spectrum display. Shine supports GPRS and EDGE network compatibility, Bluetooth and USB connectivity.

Already available in Korea, Shine has sold more than 200,000 since November 2006, with more than 3500 units a day still being sold! LG expects the same level of excitement and sales in the UK following a high profile launch campaign fronted by world famous illusionist David Blaine. People are naturally drawn to shining objects. With an appeal that goes far beyond the simple requirement of owning a mobile, LG has yet again raised the bar in the mobile phone market. 2007 is the year to Shine!

As the second handset in the Black Label series, there will be comparisons with LG’s Chocolate which was the phone of 2006. While Chocolate undoubtedly established LG as a force in the design-led mobile sector, Shine offers a completely unique proposition, appealing to a wider audience with a different aesthetic and technological attraction. Available from most major mobile retailers from 7 February, Shine is likely to be from free on selected contract. See individual operators for tariff details.

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