LG Electronics (LG) today announced the Singapore launch of its first Windows® Phone 7 devices, LG Optimus 7

LG OPTIMUS 7 OPENS A NEW WINDOW TO CONTENT SHARING

A revolutionary mobile social entertainment experience with the LG Optimus 7

SINGAPORE, 12 October 2010 – LG Electronics (LG) today announced the Singapore launch of its first Windows^® Phone 7 devices, LG Optimus 7. Based on Microsoft’s new operating system that offers people the ability to do more in fewer steps, the LG Optimus 7 introduces a revolutionary experience of mobile life for consumers.

A direct result of LG and Microsoft’s partnership in the smartphone market, the LG Optimus 7 offers the glance and go experience of Windows^® Phone 7 combined with unique features available only on the LG devices. These compelling applications — the DLNA-based Play To, augmented reality (AR) ScanSearch and Voice-to-Text — are available as Live Tiles on Windows Phone 7 and can be accessed via integrated “Hubs”.

“We have designed LG Optimus 7 series to include a truly innovative content sharing experience via the Windows Phone 7 environment,” said Dr Jong-seok Park, President and CEO of LG Electronics Mobile Communications Company. “Having worked closely with Microsoft to develop these fantastic devices, we are thrilled to now be able to reveal our vision of what a true Windows Phone 7 should be.”

Andy Lees, President of the Mobile Communications Business at Microsoft, added: “We are very excited to be working with LG, a mobile phone industry innovator. Windows Phone 7 is designed to bring together what you care about most and LG is a key partner in making that experience a reality for people around the world.”

New Experience in Sharing and Enjoying Entertainment

The LG Optimus 7 offers a breakthrough in mobile social entertainment, putting the mobile device at the centre of today’s digital lifestyle. With Play To, the DLNA-based multimedia sharing technology available only on the LG Optimus 7, users will have the most user-friendly file-sharing experience. LG is leading the innovation of DLNA technology by offering easy and intuitive settings for accessing this feature.

Play To lets users share multimedia files with other digital devices from the picture, video or music Hubs without having to access other menus. Users will be able to display videos and photos captured on their LG Optimus 7 on a TV or enjoy music on their phones through their favourite speakers without wires.

ScanSearch, an AR application that connects users with a world of information, is another unique feature available only on LG Windows Phone 7 devices. Users can access real-time information about shopping, dining, weather, entertainment and banking, bringing together one’s online and offline worlds for a more enjoyable life.

Users can also speak up and be heard, thanks to LG’s Voice-to-Text feature which allows communication without the need for finger input. LG Optimus 7 users will have the freedom to transcribe their voice into text for updating Facebook and Twitter or composing emails and memos for convenient, hands-free communication.

The LG Optimus 7 helps users enjoy a new entertainment experience through the introduction of Microsoft’s popular Xbox LIVE^® and Zune^® services. Consumers will have direct access to their favourite games and music, bringing all entertainment devices together for more convenient enjoyment.

“LG is constantly pushing the envelope in mobile communications in order to elevate users’ experience with innovative technologies,” said Jeff Cheh, Managing Director and CEO, LG Electronics Singapore. “The LG Optimus 7 integrates exclusive functions such as the all new Play To, ScanSearch and Voice-to-Text, enabling users’ access to things that matter most to them. This exemplifies our commitment in creating a phone that delivers not only the latest technology, but also the best user experience.”

Natasha Kwan, General Manager for Microsoft’s Mobile Communication Business in Asia, added, “In partnership with LG, we are delivering a different phone experience to consumers.  Windows Phone 7 is designed to bring together what people care about most, and the Optimus 7 series builds on that to make everyday tasks easier by doing more in fewer steps.”

Creating Powerful Digital Content

LG Optimus 7 immerses users in the entertainment experience with the ability to create powerful digital content. The 720p HD video resolution offers recording and playback of stunning visual quality. Videos can also be easier shared online through social media and offline on a TV through Play To. The LG Optimus 7 also offers a 16:9 aspect capture and playback for shooting and viewing movies in cinematic style.

The advanced 5MP camera offers a host of technological enhancements from LG such as Intelligent Shot, which enable users to take the perfect photo without having to adjust camera settings, and Panoramic Mode for stitching together a full 360-degree landscape scene.

Offering New Forms of Interaction

Windows Phone 7 introduces a new approach to the Start screen experience through Live Tiles that offer easier access to information and services from the Web and applications that matter most to users. The six Hubs of the OS — People, Pictures, Games, Music + Video, Marketplace and Office — organize information on the phones in a whole new way, bringing together related applications, services and content.

A Form Factor That Just Works

LG Optimus 7 comes with an expansive 3.8 inch WVGA LCD display that can capture every detail in a photo with its 800×480 pixels. The screen size makes the Optimus 7 large enough for convenient web surfing but svelte enough to fit in any back pocket. The generous 16GB of internal memory is enough to store hundreds of MP3 files, hours of video and hundreds of applications. What’s more, the extra large 1500mAh removable battery is good for hours of internet browsing, e-book reading or game playing. Or simply for talking.

The LG Optimus 7 will be available in Singapore through all telcos as well as major telecommunications outlets in late October 2010. The recommended retail price for the LG Optimus 7 will be announced later.

LG Optimus 7 Advocates

In conjunction with the LG Optimus 7 campaign, LG has appointed seven personalities to be LG Optimus 7 advocates. They include celebrity chef Willin Low, prominent Asian filmmaker Boo Jun Feng, radio deejay Glenn Ong, Singapore supermodel Serena Kim Absit, producer Gillian Tan, Fannison Leong, one of Female’s 50 Gorgeous People and established international banker David Lim.

These seven personalities have been selected due to their varied and established backgrounds as well as their need to stay connected while on-the-move. The LG Optimus 7 is their perfect companion for their busy lifestyles as it allows them to do more in fewer steps. Said Mr David Lim, one of the appointed LG Optimus 7 advocates: “The LG Optimus 7 is a breeze to use and has become an important device for me to keep track of my schedules and to-dos while staying connected with my friends and family.”

Experience the LG Optimus 7 Revolution

Consumers can witness the brand new LG Optimus 7 at the LG Optimus 7 Experiential Zone at Wisma Atria from 15 – 17 October 2010. At the roadshow, consumers will be able to see the innovative LG features such as Play To, ScanSearch and Voice-to-Text and see how the result of a collaborative partnership between LG and Microsoft can bring about a new realm of mobile communication.