LG ARENA Wins the iF Communication Design Award for its 3D S-Class User Interface

Seoul, Korea, June 30th, 2009 - LG Electronics (LG) , a global leader and technology innovator in mobile communications, has won the iF Communication Design Award 2009 for the 3D S-Class User Interface featured on its latest handset, LG ARENA (LG-KM900). LG ARENA was awarded Gold in the Product Interfaces category, which includes all graphic user interfaces.

The iF Design Communication Award is given to innovative products which succeed especially well in combining functionality with convenience and esthetics. The iF Gold Award honors the best product in each category which have already been honored with an iF Design Award. The top thirty iF Gold Award winners were chosen from a total of 1,368 entries this year. LG ARENA is the first to be awarded Gold in the Product Interfaces category, a newly created division of the iF Communication Design Award. This award proves that the S-Class UI  is user-friendly in operation and superior in design.

“Through recognition from this prestigious organization, LG has once again proven its design expertise and innovation not only in physical appearance but also in user interface,” said Dr. Skott Ahn, President and CEO of LG Electronics Mobile Communications Company. “LG will continue to lead with products that enhance the user experience.”

The ARENA, LG’s flagship multimedia handset sold 500,000 units in the three months after its launch in Europe. Much of this attention has been centered on LG’s 3D S-Class User Interface, which greatly simplifies navigation and makes multimedia features easier to use. By applying 3D effects and transitions, virtual elements look and act more like real, physical objects. Essentially, the S-Class UI acts as one would expect it to, making operation highly intuitive and reducing the learning curve for the user.

LG has made the 3D S-Class UI standard on its high-end handsets, expanding it to the Viewty Smart (LG-GC900), LG-GM730 and LG-GD900 Crystal. Each of these phones is designed to fit different needs and the interface is tailored to help users get the most out of each handset.

The Viewty Smart runs the S-Class UI with modifications that make it ideal for a camera phone, including intuitive multi-touch commands for zooming in and out, one-touch mode selection for stills and video, and even an  Intelligent Shot Mode Indicator that shows exactly how the phone is analyzing the scene. The version of LG’s S-Class UI in the LG-GM730 is designed to work seamlessly with the latest version of Windows Mobile, thus making this smartphone easier to use while still delivering the advanced, familiar features. The S-Class UI in the world’s first transparent phone, the LG-GD900 Crystal, responds to commands on the phone’s full touchscreen as well as its transparent, touch sensitive Crystal Touchpad.

To give customers an opportunity to experience all the benefits of the S-Class UI firsthand, LG launched a global promotional campaign, which allows customers to try S-Class on their PCs. At LG’s website, visitors can download a desktop widget and 3D screen saver, as well as play 3D games. LG’s widget demonstrates how the interface works and offers the same experience as an  S-Class equipped phone by duplicating the functionality of the UI. The downloadable screensaver is based on the S-Class UI’s cube layout theme and it is customizable with a variety of animated clocks that include moving and spinning 3D cubes. There are also numerous prizes available to participants. For more information, please visit http://sclassui.lgmobile.com.

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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 84,000 people working in 115 operations including 84 subsidiaries around the world. With 2008 global sales of $44.7 billion, LG comprises of five business units – Home Entertainment, Mobile Communications, Home Appliance, Air Conditioning and Business Solutions. LG is one of the world’s leading producers of flat panel TVs, audio and video products, mobile handsets, air conditioners and washing machines. LG has signed a long-term agreement to become both A Global Partner of Formula 1™ 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.

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.