Xperia Pureness, the new phone from Sony Ericsson, makes its debut this autumn. The device will go straight to retail and be sold through high-end shops, not operators. This is the first time a mobile has been marketed in the UK this way.
Equally interesting is the price – a cool £530. For that money, you get basic ‘talk, text and time’ functions, rather than the much broader range of features available on other models in the Xperia range. It also stands out for its see-through display, and striking blocky design.
The target market for the Xperia user is the older, better-off user. And forget about nipping down to Carphone Warehouse for one. Instead, think Selfridge’s and design museum outlets.
According to Sony Ericsson, the Xperia Pureness represents a ‘holiday from technology’ and approaches the device as a ‘work of art’. The idea, the company adds, is to create ‘an object of design that reflected the purity of water and a sense of calmness when not in use.’
But how many of us gaze endlessly at our phones when we’re not using them?
With a sales plan being compared to Motorola’s Aura handset, the launch date is in November, with the Christmas market firmly in mind. Most of us would have needed to have started saving months ago. The decision to launch such an expensive item in the depths of a recession is a curious one. And wouldn’t most of us wanting a designer item settle for a handbag?
Source of content and images: press release.
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