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Korean names are muscling in and in a big way, onto the mobile market with devices that will make the brand conscious think twice seriously. By the end of the month, those who tote Dolce&Gabana (including the phone, that is) will be glad to know they have the chance to add Prada to their collection, thanks to LG and it's Black Label series.
The Prada from LG is under wraps at the moment, but Howard Lee, Managing Director of LG Electronics in Singapore has promised it will appeal to local consumers with its look and also technology on board.
Judging by its popularity overseas (it's one of the most wanted phones in Europe based on sales and sales reservations) and by its looks, the Prada (which apparently comes with its own designer pouch) will be joining the little black dress of many of the well-heeled.
If style and substance is your thing and bearing a label isn't, then you might take a shine to LG's Shine.
The latest in the Black Label series comes in two variations, either a 2.5G EDGE or 3.5G HSDPA, so you won't be let down in terms of speed and communication.
Shine also comes with all the bells and whistles that other device manufacturers are offering consumers, such as auto-focus zoom camera functions (2 megapixel), Bluetooth and external memory expansion (micro SD) to the already hefty 512 MB on board memory.
But what really makes this device stand out is the design of it.
For starters, it breaks away from the dark since, as the MD of LG's Singapore outfit aptly sums up, "people are naturally drawn to beauty and shiny objects".
Shine is slim, polished, bright and weighing not very much - everything a smart woman would want - and better yet if the device can reflect that of her ! Men would also appreciate the device as it is an engineering feat, since the phone is fashioned out of stainless steel, making it solid and yet lightweight.
Setting a new standard, the Shine sports a scroll key that allows the user to navigate easily through the programmes which show up very clearly on the large 2.2 inch screen.
What's nice about the screen too, is that it blends into the body of the phone, so all you see is a shiny surface or "magic mirror" as LG has dubbed it, until the slider is initiated.
Tech writer on sister site, www.xin.sg who had a sneak peek (and feel) of the device while in South Korea, rightly pointed out in his piece on Shine, that the 2.2-inch screen carries a metallic feel and when turned off, you can't tell that the highly refelctive screen is in fact a screen.
Comparing it to other phones on the market, he found that LG Shine's metal casing made the device a little heavier but the slide remained smooth, thanks to the stainless steel casing.
Although the user interface didn't find favour as a selling point for LG Shine's, credit was given to the document programs that came with the phone since users can open documents in PDF, Word, PowerPoint and Excel formats.
The Shine which retails at the top end for S$698 at its release on 5 May in Singapore, is expected to be a crowd pleaser.
Managing Director of LG Electronics in Singapore says, "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 marketing by blending beauty, sophistication and technical innovation."
Confidence in the success of Shine stems from the sales records of earlier releases.
Available in Korea since late 2006, the Shine continues to see more than 3500 units being sold each day. In Euopre, where the phone has been available in the UK, Germany, France and Belgium, the Shine hit a one million sales mark in just two months, besting the record of its predecessor the Chocolate. CNA/sf-ac
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