Sony Ericsson showcases its new multimedia phone, the Xperia™ X1, at Tent London as part of Design Week

18 September 2008 – London, UK, Hall T4 – Sony Ericsson today launches its new multimedia XperiaTM X1 mobile phone, at Tent London, to showcase its innovative and unique style amongst some of the world’s most cutting edge designers.

Tent London – part of London Design Week – offers visitors the opportunity to experience and exclusively preview this stunning phone at the Sony Ericsson stand in Hall T4.

The XperiaTM X1, first announced at Mobile World Congress in Barcelona in February 2008, is Sony Ericsson’s response to meet the growing need for a premium, converged multimedia experience on the mobile phone.

Visit the impressive 250 square metre Sony Ericsson exhibition space offering interactive XperiaTM X1 displays and a creative projection installation specially created by highly acclaimed Japanese projection team WOW. Visitors can have a thorough hands-on experience of the XperiaTM X1, meet the team behind the phone, view the initial concept drawings of the product and learn about the inspiration behind the design of one of the most exciting mobile phones to hit the market this year

The XperiaTM X1
The Xperia™ X1 is the first product under Sony Ericsson’s new premium sub-brand Xperia™. Designed to meet consumers’ needs for a converged entertainment and mobile web communication experience, the Xperia™ X1 is a stylish handset encased in an elegant stainless steel body, with a striking arc-slider design revealing a wide pitch full QWERTY keypad. All in all, the Xperia™ X1 is an elegantly designed phone, supported by a powerful multimedia ecosystem inside.

The official launch date for the XperiaTM X1 is 30 September 2008 and the phone will roll-out in selected markets throughout Q4 2008 (see table below for details).

APAC

• Indonesia, Singapore, Bangladesh, Cambodia, India, Malaysia, New Zealand, Pakistan, Philippines, Sri Lanka, Taiwan, Thailand and Vietnam

Europe

• UK, Germany, Sweden, Spain, France, Italy, Switzerland, Netherlands, Austria, Norway, Belgium, Portugal and selected Central European markets

Africa

• South Africa

Latin America

• Argentina, Chile, Uruguay, Paraguay and Bolivia

Availability dates for North America, China Australia, and Russia will be announced by local markets in the coming months.

Tent London
Tent London is the design show of the year, known for its art and architecture, vintage and contemporary design focus attracting emerging and established designers from around the world. 

WOW
Based in Sendai and Tokyo, Japan, WOW is a creative studio primarily involved in the production of promotional videos, commercials and video installations. WOW specialises in expressing the inexpressible and creating original works that push the limits of technology. For more information please visit: http://wow10.jp/enter.html

Legal

© Sony Ericsson Mobile Communications AB, 2007.
The Liquid Identity logo, XPERIA, the XPERIA logo are trademarks or registered trademarks of Sony Ericsson Mobile Communications AB. Sony is a trademark or registered trademark of Sony Corporation. 
Ericsson is the trademark or registered trademark of Telefonaktiebolaget LM Ericsson.
Microsoft, Windows, PowerPoint, Windows Media, Windows Mobile, Office, ActiveSync and Internet Explorer are trademarks or registered trademarks of Microsoft Corporation.
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.

About Sony Ericsson
Sony Ericsson is a top global industry player with sales of over 100 million phones in 2007. Diversity is one of the core strengths of the company, with operations in over 80 countries including manufacturing in China and R&D sites in China, Europe, India, Japan and North America.  Sony Ericsson was established as a 50:50 joint venture by Sony and Ericsson in October 2001, with global corporate functions located in London.

TENT LONDON NOTES FOR EDITORS:
For additional details on Tent London, please contact Louise or David Gorrod at PR-Girl, email press@tentlondon.co.uk, Tel: +44 (0)1273 722469, website: www.tentlondon.co.uk

Press Registration
Members of the press can register www.tentlondon.co.uk/visit.html by 12 September 2008 to receive press pass and attend the show on any day.

Admissions Policy
The show is open to trade and public.

Trade & Press - To gain free entry and save the £10.00 admission fee – trade visitors must register online at www.tentlondon.co.uk  before 12 September 2008.

Public & Student Ticket Prices
£7.50 in advance
£10.00 on the door
For advance ticket purchase, visit www.tentlondon.co.uk/visit.html

Children
Children under 16 are welcome, but must be accompanied by an adult: under 5’s are free; under 16’s £5.  *Visitors are advised that due to the value and delicate nature of some of the objects on display, children of all ages must be closely supervised.

When & Where
Tent London will take place from 18 - 21 September 2008, at the Truman Brewery, Brick Lane, London, E1 6QL. Entrance on Brick Lane, opposite Woodseer Street.

TENT LONDON OPENING TIMES:
Thursday 20 September         1000 - 2000hrs
Friday 21 September             1000 - 2000hrs
Saturday 22 September         1000 - 2000hrs
Sunday 23 September           1100 - 1700hrs