14 DAY TRIAL // Japanese-Swedish phone maker Sony Ericsson announced recently the launch of a new Xperia device, called Pureness, which comes to the market with a rather unusual design when compared to other handsets included in the company's Xperia series. The phone sports a transparent display and has been said to hit the shelves sometime in November, yet now some more details on its availability and pricing have emerged.
According to Brand Republic, Sony Ericsson has put a rather high price tag on Pureness, namely £530, or about 874 USD. At the same time, it seems that the phone maker does not plan on launching it in the UK via a wireless carrier, but through the retail channel directly, a quite surprising move when it comes to Sony Ericsson.
Not only is Pureness featuring a different design when put beside other Xperia handsets, such as X1 or X2, but it is also a device that does not come to the market with smartphone capabilities as the other two. The mobile phone maker aimed at a different market segment with this piece of hardware, that is for sure, and it seems that the choice of making it available through the retail channel is only driven by the same idea.
Pureness is not meant for the mass market, and it will reach the UK in November through retail partners like Selfridges and design museum shops, Brand Republic notes. It should be interesting to watch the performance of the phone when it becomes available, though expectations don't seem to be that high. Enthusiasts will certainly be attracted by it, yet those looking for a more practical handset will be disappointed.
The specs list of Pureness, in case you might not remember, has not been unveiled, and the only thing that is known at the moment is that it is a feature phone that sports a transparent display and hidden keys, which light up only when needed. Sony Ericsson might have packed the phone with some functionalities that would explain the high price, so keep an eye on this space for more updates on it.