The Sony Ericsson Pureness Xperia mobile phone will not go on general release and will be restricted to a small range of high-end retailers.
Official images of the new mobile phone emerged last week and instantly caused a stir with technology sites and the general public alike, chiefly due to the phone’s translucent screen and eye-catching design.
However, according to advertising news provider Brand Republic, Sony Ericsson has opted not to allow the Pureness to be sold through standard distribution channels. Instead, it will only be available through design museum stores and high-end retailers, such as Selfridges, with a price point of around £530.
The company is also to shun conventional advertising campaigns to promote the Pureness and will market it with in-store installations and special events.
Specifications of the handset have yet to be confirmed, but given that the Pureness is described by Sony as a ‘holiday from technology’ it is thought that these will be fairly rudimentary compared with today’s cutting-edge smartphones.
The Pureness comes hard on the heels of the LG Crystal GD900 which was unveiled earlier this year and is the first-ever mobile phone to feature a fully transparent keypad.
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