LG Shows off Shiny Successor to Chocolate Phone

Following the phenomenal success of the first handset of the Black Label series, the LG Chocolate phone, LG Electronics has unveiled the second handset of the Black Label series with a pet name "Shine" in the Korean market.

LG Shine is a fully metal bodied slim handset with a trendy tricky mirror LCD on the front that transforms into a high-quality colour screen when the phone is activated. The super slim and sleek design defies its high-tech functionality which includes a 2 mega-pixel camera and a convenient scroll-key function on the front.

"As the second handset under the Black Label series, LG Shine is set to capture the imagination of mobile phone users who crave for the perfect balance between design and technology," says Mr. Jae Bae, Executive Vice President of LG Electronics Mobile Communications Company's Global Business Division. "While other phones force a compromise, LG Shine delivers on all fronts. From music lovers to camera-phone converts, fashion aficionados to gadget groupies, LG Shine has something for everyone. It has already captured the imagination of the media and consumers in Korea with its real metal (fully metal bodied in stainless steel) and magic mirror screen, and we expect the same reaction prior to its worldwide launch."

Adds Mr. Chang Ma, Vice President of LG Electronics Mobile Communications Company's Marketing Supporting team, "LG Shine will not replace LG Chocolate. Our ultimate goal is to meet the diverse needs of consumers around the world. While LG Chocolate fulfils the need of a certain group of consumers, we hope to also satisfy a wide range of consumers with LG Shine."

The phenomenally successful Chocolate phone, which sold more than four million units worldwide since its global launch six months ago, is still proving immensely popular and LG expects to ride this wave of success with the Black Label Series (a first of its kind in the mobile industry) and with the launch of LG Shine, the second edition within this premium brand.

LG Shine will be tailor-made to accommodate the different needs of the global market and is currently under research prior to its global launch. Detail of global product specification, global launch date and pricing will be available early 2007."

Posted to the site on 19th October 2006