A STATEMENT IN STYLE AND SUBSTANCE BY LG AND PRADA

Kuala Lumpur, Feb 29, 2012 – LG Electronics Malaysia today announced the availability of its highly anticipated PRADA phone by LG 3.0. This latest must-have smartphone is the third handset from the PRADA and LG collaboration, following the highly successful PRADA phone by LG 1.0 and 2.0 devices. This latest partnership represents a key design venture for both companies.

The PRADA phone by LG 3.0 combines PRADA’s distinctive style with LG’s innovative technology, including one of the biggest and brightest screens in the world with 4.3-inch and 800-nit screen.Styled with PRADA’s clean and sharp design philosophy, the handset features a full glossy touchscreen to the front and PRADA’s signature Saffiano pattern to the back, all finished in classic black. With every detail designed for chic simplicity, this handset also boasts LG’s signature Floating Mass Technology, optically enhancing the thinness of its already impressive 8.5mm depth, with minimal hardkeys completing the sleek simple finish.

As effective as it is striking, the PRADA phone by LG 3.0 boasts a 1.0GHz Dual-Core/Dual-Channel architecture for high-speed performance, and dual-band wi-fi for high-speed surfing on the go.
The smartphone’s sleek design is also reflected once switched on. The PRADA phone by LG 3.0 offers a specially created user interface featuring a unique black, grey and white menu and icons. Through this interface users can enjoy all the latest benefits of Android’s Gingerbread OS, with a future scheduled upgrade to Android’s Ice Cream Sandwich.

This unique user interface experience can be enjoyed on the device’s 800-nit, 4.3-inch NOVA High Brightness Display, allowing users to view all their favourite photos and content even in direct sunlight. Plus with an 8MP camera and up to 8GB of user memory, all Life’s Good moments can be captured and enjoyed in high quality.

To complement the handset, users will have access to a full line of PRADA phone accessories such as a PRADA branded cradle and Bluetooth ear set. Users can also carry their PRADA phone by LG 3.0 in a range of stylish pouches.

“Our working relationship with PRADA is unique in its longevity and success - something no other phone company and luxury brand have been able to replicate,” said HK Kwon, Managing Director, LG Electronics (M) Sdn Bhd. “Having successfully launched two PRADA phones by LG, we look forward to collaborating further to develop premium handsets with a strong identity and the most sophisticated style.”

The PRADA phone by LG 1.0, a pioneer in the fashion-house mobile phone space, was an unqualified success, selling over one million units. This premium handset combined high-end technology with a design embodying superior style. As evidence of its place in design history, the PRADA phone by LG 1.0 is part of the permanent collection in New York City’s Museum of Modern Art (MoMA) and the Museum of Contemporary Art (MOCA) in Shanghai.

The PRADA phones by LG were revolutionary in the technology they offered to users. The PRADA phone by LG 1.0 was the world’s first touchscreen mobile phone, and the 2.0 provided an innovative mobile experience through its unique watch with Link technology, which allowed for easy access to caller ID, SMS text messages, call history, call block and two-way alarm notification.

Pricing and availability

LG is working exclusively with Celcom Axiata Berhad, the country’s first and foremost mobile telecommunications provider, to offer attractive packages. The PRADA phone by LG 3.0 will initially be offered only through the operator. Exclusively for Celcom customers, this latest stylish phone can be obtained ranging from as low as RM1518 to RM1868 by subscribing to the suitable package. The first 100 customers stand a chance to get an exclusive Bluetooth headset valued at RM499.

“We are proud to be associated with LG in the launch of this latest PRADA phone by LG 3.0. It is a perfect end-to-end solution that combines PRADA’s distinctive style with LG’s innovative technology, supported by the best network in town. We are constantly looking for unique devices such as this to provide our customers with not only the best innovation and technology, but at the same time stylish and sleek designs,” said Zalman Aefendy Zainal Abidin, Chief Marketing Officer of Celcom Axiata Berhad.

“LG is pleased to be partnering with Celcom to offer our joint customers the latest fashion smartphone that combines the best in style and substance. Our long-term relationship means that LG and Celcom customers continue to have the best in choice and a wide range of innovative yet stylish smartphones to enrich their lifestyles,” said Kwon.

The PRADA by phone LG 3.0 will be available at all authorised dealers nationwide from March onwards, at the recommended retail price of RM2299.