LG Electronics and PRADA, one of the worlds leading brands in the luxury goods industry, unveil the first completely touch screen mobile phone. The PRADA Phone by LG (KE850) is a real breakthrough in the industry with the first complete advanced touch interface.

LG and PRADA have worked closely together on every aspect of the product, from handset development to marketing combining the attention to detail and uncompromising quality of PRADA design with the trademark technological innovation of LG mobile.

PRADAs involvement extends beyond exterior aesthetics to the key elements of the user experience such as the advanced touch interface, ring tones, pre-loaded content, mobile phone accessories, and the exclusive leather case, inspired by the classic Italian craftsmen tradition.

The PRADA Phone by LG introduces the worlds first advanced touch interface which eliminates the conventional keypad making the overall usage experience a highly tactile one. An extra wide LCD screen maximizes visual impact, allowing the user to benefit from several key features of the phone, including the 2 megapixel camera featuring Schneider-Kreuznach lens, video player and document viewer capacity.

Glowing icons on the face of the phone disappear when not in use to reveal a pure, un-adulterated black exterior. The phone is ultra thin, 12 mm, nonetheless it hosts an array of additional multimedia functions, including an MP3 player and a music multitasking function for messaging. It also boasts an external memory slot, allowing the user to increase memory capacity for images, music and film clips.

The PRADA Phone by LG will be available in mobile dealerships as well as selected PRADA stores in the United Kingdom, France, Germany, and Italy as of late February 2007, followed by countries in Asia such as Hong Kong, Taiwan, and Singapore from late March, 2007. The Korean version of the phone is scheduled to launch in the second quarter of 2007.