LG links with Prada for new smartphone

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Mun-Hwa Park, president & chief executive officer of LG Mobile (right) pictured with Patrizio Bertelli, president & chief executive officer of Prada.

LG Electronics has teamed with Italian luxury goods brand Prada to develop a new fashion-focused mobile handset.

With a sleek design and large touchscreen interface, the Prada phone by LG bears an uncanny resemblance to Apple's recently unveiled iPhone, despite both companies denying any connection. According to an LG statement, the company's collaboration with Prada extended to software development and interface design and packaging.

The handset's design is impressive, with the touchscreen interface eliminating the requirement for a conventional keypad.

Key features include a two-mega pixel camera featuring a Schneider-Kreuznach lens, multimedia capabilities including video and MP3 players via a Macromedia Flash interface and a document viewer.

The handset is impressively thin at just 12mm and boasts an external memory slot, allowing the user to boost memory capacity for storing images, music and film clips.

Other features of the EDGE tri-band handset include Bluetooth 2.0 and USB 2.0 compatibility.

"Consistently with our approach, we are not branding an existing product; rather, we have been working with LG to give this new phone a very strong character and unique style, both in its contents and in its design," said Patrizio Bertelli, president and chief executive of Prada.

"Consumers will certainly find these characteristics in the new mobile phone."

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