Sony Ericsson targets the high-end with Sim-free handset

Sony Ericsson targets the high-end with Sim-free handset


Sony Ericsson has unveiled a transparent, Sim-free, handset aimed at a niche market of high income, twenty-something trendsetters.

Due to be launched next month the handset, known as Pureness, will only be available under an exclusive deal with one high quality designer retail chain. Up to four retail chain stores - thought to include Harvey Nicks and Selfridges - are currently vying for the deal.

The handset’s design, leaked earlier this year with the project name of Kiki, received lukewarm reviews. The handset has a glass display with full transparency and no discernable keyboard until lit.

Sony Ericsson remains confident of the handset’s niche market appeal. David Hilton, UK marketing director told Mobile: ‘Purity is all about innovation. It is aimed at the style trend setters who want the basics in terms of communication but want to  make a style statement. 

'It is a premium phone aimed at people in their mid twenties and above, with a higher than average income.’

Hilton said the handset has ‘a fairly basic functionality’ allowing users to make calls, text and listen to music.

Pureness will be launched this autumn shortly after Sony Ericsson’s launch of their Satio, Aino and Yari handsets in October.

Written by Mobile Today
Mobile Today


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