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Press Release

02/07/2012

PRADA PHONE BY LG 3.0 TO LAUNCH IN AUSTRALIA WITH VODAFONE

Sydney, 7th February 2012: LG Electronics announced today the highly anticipated PRADA phone by LG 3.0 will launch exclusively on the Vodafone network in Australia in April, 2012.

Much Awaited Designer Smartphone to be released in
Australia in April, 2012

Sydney, 7th February 2012: LG Electronics announced today the highly anticipated PRADA phone by LG 3.0 will launch exclusively on the Vodafone network in Australia in April, 2012.

With a heritage of producing handsets that combine the best in style and substance, PRADA and LG  unveiled the partnership’s latest must-have smartphone, the PRADA phone by LG 3.0. This highly anticipated handset is the third phone to come from the collaboration and represents a key design ventue for both companies.

The phone, which was announced at a joint signing ceremony in late 2011 between Prada and LG and unveiled for the first time at a showcase event in London in December marks the continuation of the successful alliance between the two companies. The stylish new device has been attracting significant attention for being the only smartphone with premium branding currently on the market .

‘The latest offering continues in the tradition of combining PRADA’s trademark design aesthetics and  simplicity with LG’s leading technology, including one of the brightest displays on the market and a PRADA themed UI for a truly unique mobile experience’ commented Brad Reed, Senior Marketing Manager for LG Electronics and we are delighted to be launching the handset in the Australian market  in partnership with Vodafone on their new 850mHz mobile network.

Ross Parker, General Manager at Vodafone said, “The new Prada Phone by LG is a winning collaboration between LG and fashion-house Prada. This ‘statement’ device is the perfect choice for the discerning eye, and we’re delighted to be confirming its availability exclusively at Vodafone.

Styled with PRADA’s clean and sharp design philosophy, the handset features a full 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 later in 2012.

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

To complement the handset, users will have access to a line of PRADA phone accessories such as a

PRADA branded cradle and Bluetooth head-set. Users can also carry their PRADA phone by LG 3.0 in a range of stylish pouches.  RRP $799.

For more details on this unique collaboration, please visit the official site of PRADA Phone by LG 3.0 at www.pradaphonebylg3.com.

Key Specs:
- Operating System: Android 2.3 Gingerbread
- Memory: User 8GB maximum
- Display Size: 4.3 inches
- Resolution: WVGA (800 x 480)
- Display Brightness: 800 nit
- Camera: 8MP
- Processor: 1.0GHz Dual-Core / Dual Channel
- Battery: 1540mAh


HISTORY OF PRADA-LG COLLABORATION
The collaboration between PRADA and LG, which began in 2006 and resulted in two premium phones being introduced in 2007 and 2008, focuses on key elements within the smartphone, including software and user interface down to its design and packaging.

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.  

ABOUT PRADA
PRADA S.p.A. – HKSE stock code 1913 - is one of the world’s leaders in the luxury goods sector, operating actively with the Prada, Miu Miu, Church’s and Car Shoe brands to produce and market high-quality handbags, leather goods, footwear, clothing and accessories. Furthermore, the Group operates in the eyewear and fragrances sectors on the basis of license agreements. Its products are distributed in more than 70 countries around the world through 345 directly operated stores (DOS) as of 31 July 2011 and a network of selected luxury department stores, multi-brand stores and franchisees.

ABOUT LG ELECTRONICS, INC.
LG Electronics, Inc. (KSE: 066570.KS) is a global leader and technology innovator in consumer electronics, mobile communications and home appliances, employing more than 93,000 people working in over 120 operations around the world. With 2010 global sales of KRW 55.8 trillion (USD 48.2 billion), LG comprises four business units – Home Entertainment, Mobile Communications, Home Appliance, and Air Conditioning & Energy Solutions. LG is one of the world’s leading producers of flat panel TVs, mobile devices, air conditioners, washing machines and refrigerators. LG has signed a long-term agreement to become both a Global Partner and a Technology Partner of Formula 1™. As part of this top-level association, LG acquires exclusive designations and marketing rights as the official consumer electronics, mobile phone and data processor of this global sporting event. For more information, please visit www.LGnewsroom.com.

ABOUT LG ELECTRONICS MOBILE COMMUNICATIONS COMPANY
The LG Electronics Mobile Communications Company is a leading global mobile communications and information company. With its cutting-edge technology and innovative design capabilities, LG creates handsets that provide an optimized mobile experience to customers around the world. LG is pursuing convergence technology and mobile computing products, while continuing its leadership role in mobile communication with stylish designs and smart technology. For more information, please visit www.lg.com.au.


Media Contact:

Lena Sachs
LG-One Australia
Lena.sachs@lg-one.com
02 8281 3875

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