Xperia(TM) Pureness, the world’s first mobile phone with a transparent liquid crystal LCD screen, offering ground-breaking miniaturization technology in the battery, memory card and antenna, is now available in the U.S. through Saks Fifth Avenue online, www.saks.com, and Sony VIP Shopping Service via email at [email protected] or 877-316-7669. Manufacturer’s suggested retail price is $990.

The Xperia(TM) Pureness phone represents an alternative approach to life in the complex, digital age by refining the mobile phone to its most essentials functions - Talk. Text. Time. It offers true mobile phone essentials and strips away the unnecessary in both form and function. The keys are hidden and only light up when touched. The subtle illumination, with call and message notification, transforms the handset from an object of design to a phone only when needed.

The new Sony Ericsson Xperia(TM) Pureness mobile phone comes with Pureness(TM) concierge service. Pureness(TM) concierge is the only truly localized global concierge service in the world, providing its members support for all lifestyle requests through a 24 hour service in cities around the world for almost any type of need.

The Xperia(TM) Pureness is not simply about a phone; it is about opening a debate about people’s relationship with technology in a complex world. Sony Ericsson has created a microsite at www.sonyericsson.com/pureness/talktexttime and has invited personalities from the fields of design, lifestyle, art and culture to share their thoughts around simplicity and modernity. Sony Ericsson encourages consumers to check out the site and weigh-in on the conversation as well.

“We are very proud to be launching such a beautifully designed phone with premium retail partners Sony VIP Shopping Service and Saks Fifth Avenue and we’re looking forward to delivering many more exciting new phone concepts from our Xperia(TM) brand,” said Stacy Doster, head of PR for Sony Ericsson North America.

“We love to offer our customers beautiful, high-quality products and Sony Ericsson’s Xperia(TM) Pureness phone embodies the sophisticated type of technology our fashion customer appreciates. We’re excited to be the exclusive retailer launching the phone in the US,” noted Denise Incandela, President of Saks Direct.