Sony Ericsson 'Pureness' is first mobile to go straight to retail market

LONDON - Sony Ericsson is launching the Xperia Pureness, its £530 mobile phone, through retailers, the first time the manufacturer has launched a phone without operator partner distribution.

The handset, which has a translucent screen, is a simple ‘talk, text and time' phone targeted at the older affluent mobile user who wants basic functions.

The Pureness phone is at the other end of the scale from the Xperia X1 and X2 which are smartphones.

The Pureness will be launched in November through retail partners such as Selfridges and design museum shops.

Head of brand Cathy Davies said the mobile would be promoted with installations and events rather than traditional advertising as it was ‘an iconic niche product, not mass-market'.

Rival manufacturer Motorola promoted its high-end mobile, the Aura, in Selfridges.

0
SHARES
Comment

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs
Thousands of jobs across advertising, creative, marketing and media

Just published

Feel you're missing out?

GET THE
BRANDREPUBLIC
BULLETINS
Sign up

The Wall Blog

From our partners

3 great ads I had nothing to do with: Catherine Kehoe

3 great ads I had nothing to do with: Catherine Kehoe

A day in the life of Jozef Wallis

A day in the life of Jozef Wallis

A day in the life of Arthur Kay

A day in the life of Arthur Kay

A day in the life of Daniel Kaplansky

A day in the life of Daniel Kaplansky

Have an exciting Christmas in EC1

Have an exciting Christmas in EC1

Part Two: EC1 & YouTube, Q&A with Kate Tovey & Jonathan Conway

Part Two: EC1 & YouTube, Q&A with Kate Tovey & Jonathan Conway