Sony Ericsson Takes New Direction in Mobile Phone Design with Stylish New Offering

Make a statement without saying a word with the new Sony Ericsson
Z555, which combines Gesture Control with a one-of-a-kind diamond
design
LAS VEGAS--(Business Wire)--Sony Ericsson today unveiled the Z555, an elegant clamshell phone
which combines a rich feature set with striking good looks. It's a
perfect match of the latest feature set with an innovative diamond
design, intended to make one big style statement. Sony Ericsson
introduces Gesture Control, which maximizes the use of the imbedded
camera, making ignoring a call or snoozing the alarm as easy as a wave
of your hand.

Together with the Z555, Sony Ericsson announced a series of
stylish new accessories including a Design Collection of four leather
bags all offering unique and creative carrying solutions, as well as
three new sleek Bluetooth(TM) Headsets, HBH-PV708, HBH-PV770 and
HBH-PV712.

"The Z555 is designed to reflect your look and attract attention,"
said Sven Totte, Head of Style Marketing at Sony Ericsson. "We've
created it for people who are looking for a beautifully designed phone
that reflects their personal style and does not compromise on features
or performance."

Sony Ericsson Z555 - A statement of style

-- Gesture Control - manage calls with a wave of your hand

-- Hidden display - for an uninterrupted finish

-- Everchanging themes to suit the season

-- Sleek design accessories to complete your look

Make a statement

Whether at work or at play, you have a personal style that's all
your own - a style and look that the Z555 sets off perfectly. With a
unique diamond reflective finish on the front, and sophisticated
details, it truly reflects your personality. Choose between Diamond
Black and Dusted Rose and you will soon get noticed.

Just wave the interruptions away

The Z555 incorporates Sony Ericsson's handy Gesture Control,
letting you easily mute the phone or snooze its alarm without having
to interrupt what you're doing. When a call comes in, a simple
movement of your hand back and forth over the phone mutes the
ringtone. Similarly, sweep your hand over the phone when using it as
your alarm clock to put it into 'snooze' mode. Works like magic!

Stay informed - discreetly

The Z555's outside display shows you who is calling even without
opening the clamshell. When it's in idle mode, the outside display
remains discretely invisible...with no compromise to the design.

The latest look

Just like you, the Z555 changes its look to suit the season. The
colors and designs that appear within the phone's themes, effect the
look of the menu system and home screen, can update automatically as
the year goes by. Linked to the phone's calendar, the Z555 knows when
it's time for that summer look to give way to the fall. It even saves
something special for big events like News Year's Eve!

Indulge your passions on the go

The Z555 allows you to grab that spare moment in a taxi to catch
up with your favorite band or even book. Store your favorite music
tracks or audio books on the phone and sort them by chapters, albums
or artists. Tune in to FM Radio for the weather, traffic or the latest
celebrity news.

Snap the action as it happens

The Z555's 1.3MP camera ensures that you're always in a position
to snap the action as it happens. Take a picture of a potential new
purchase and send it as a picture message to a friend or upload it
directly to your 'blogsite' so that everyone can share what you've
been up to.

Accessorize to complete the look

Any stylist will tell you that no look is complete without the
right accessories. The Design Collection offers four different stylish
leather bags that complement your style and protect your phone at the
same time. This Collection offers creative and stylish carrying
solutions that fit with your phone and your style.

The Z555 is also compatible with three sleek new Bluetooth(TM)
headsets:

-- The Bluetooth(TM) Headset HBH-PV708 offers the best
combination of style and convenience - to keep you in touch
whether you're walking the dog or buying a coffee

-- The Bluetooth(TM) Headset HBH-PV770 provides an alternative
in-ear wearing style so that you can still use it while
wearing your glasses or sunglasses

-- The Bluetooth(TM) Headset HBH-PV712 reduces background noise
and maximises comfort, letting you concentrate on the person
you are talking with. It also raises the style stakes thanks
to the two changeable Style-up(TM) covers included with it.

The Z555i is an EDGE/GSM/GPRS 900/1800/1900 phone that will be
available in selected markets from Q1 2008. The Z555a is an
EDGE/GSM/GPRS 850/1800/1900 phone, available in the same timeframe.

The Design Collection will be available in selected markets from
January 2008.

The three Bluetooth(TM) Headset (HBH-PV708, HBH-PV712 and
HBHPV770) will be available in selected markets from February 2008.

Legal Information

(1) Facts and features may vary depending on local variant.

(2) Talk and standby times are affected by network preferences,
type of SIM card, connected accessories and various activities e.g.
games. Kit contents and color options may differ from market to
market. The full range of accessories may not be available in every
market.

(C) Sony Ericsson Mobile Communications AB, 2008.

The liquid identity logo and PlayNow are trademarks or registered
trademarks of Sony Ericsson Mobile Communications AB.

Sony, Memory Stick Micro and M2 are trademarks or registered
trademarks of Sony Corporation.

Ericsson is the trademark or registered trademark of
Telefonaktiebolaget LM Ericsson.

Picture blogging is powered by Blogger. Blogger is a trademark or
registered trademark of Google Inc. Google is a trademark or
registered trademark of Google Inc.

Java and all Java-based trademarks and logos are trademarks or
registered trademarks of Sun Microsystems, Inc.

Other product and company names mentioned herein may be the
trademarks of their respective owners.

Any rights not expressly granted herein are reserved. Subject to
change without prior notice.

Sony Ericsson Mobile Communications was established as a 50:50
joint venture by Sony and Ericsson in October 2001, with global
corporate functions located in London. The company serves the
worldwide communications market with innovative and feature-rich
mobile phones, accessories and PC-cards, and it has R&D sites in
Europe, Japan, China, India and America. Sony Ericsson is the title
sponsor of the Women's Tennis Association, and works with the
Association to promote the Sony Ericsson WTA Tour in over 80 cities
during the year. For more information, please visit
www.sonyericsson.com

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Sony Ericsson Z555 - At A Glance
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Design Diamond design
Gesture control
Hidden OLED monochrome display
Dynamic themes
Navigation key
Picture wallpaper
Wallpaper animations
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Camera 1.3 megapixel camera
4x digital zoom
Picture blogging
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Entertainment & News Bluetooth(TM) stereo (A2DP)
Media player
PlayNow(TM)
3D games
FM radio
Java
Video viewing
RSS feeds
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Communication & Messaging Speakerphone
Vibrating alert
Email
Instant messaging
Picture messaging (MMS)
Predictive text input
Sound recorder
Text messaging (SMS)
WAP 2.0 XHTML
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Connectivity Bluetooth(TM) technology
Modem
Synchronization
USB mass storage
USB support
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Organizer Alarm clock
Calculator
Calendar
Notes
Phone book
Stopwatch
Tasks
Timer
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Accessories In-Box:
Battery
Charger
Stereo Portable Handsfree

Optional Accessories:

-- Design Collection
IDC-21, IDC-22, IDC-23, IDC-24
-- Bluetooth Headset HBH-PV770
-- Bluetooth Headset HBH-PV708
-- Bluetooth Headset HBH-PV712
-- Bluetooth(TM) Car Speakerphone HCB-105
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Facts and Figures Size: 95 x 49 x 16.5 mm
Weight: 95 grams

Colours: Diamond Black, Dusted Rose

Screen: 262,144 colour TFT
Resolution: 176 x 220 pixels
Size: 1.9 inches

External screen: OLED monochrome
Resolution: 128 x 36

Phone memory: Up to 12 MB
Memory Stick Micro(TM) (M2(TM)) support

Talk time GSM: Up to 8.4 hrs
Standby time GSM: Up to 360 hrs
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Availability and versions Networks:
Z555i EDGE/GSM/GPRS 900/1800/1900
Z555a EDGE/GSM/GPRS 850/1800/1900

Available in selected markets from Q1 2008
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Sony Ericsson Corporate Communications & PR
Mattias Holm, +44 208 762 6065
or
General Press Telephone +44-208 762 5858
press.global@SonyEricsson.com
or
Sony Ericsson North America
Corporate Communications
919/472-1400 (EST time zone)
press.america@sonyericsson.com
or
GolinHarris for Sony Ericsson North America
Mari Hancock, 713-513-9574
mhancock@golinharris.com
or
Drew Crowell, 972-341-2581
dcrowell@golinharris.com

Copyright Business Wire 2008