For a phone that reflects your style whether you're at work or at play, picture yourself with the new Sony Ericsson Z310.

Announced today, this stand-out phone has a flawless, polished finish. The front icon display is integrated into the design, hidden discretely beneath the surface until a message or call is received. There are even eye-catching coloured light effects that can be assigned to contacts in the phonebook; so you can know at a glance who is calling.

"This stylish clamshell phone is one you won't want to live without. Not only does it boast good looks and a vibrant colour, it also provides must-have features for this type of everyday phone: VGA camera, MP3 Music Ringtones & Bluetooth connectivity," says Steve Walker, Head of Product Marketing at Sony Ericsson. "The fresh look is also complimented by some innovative design features, normally only seen on more advanced phones."

The seamless, semi-transparent finish on the front of the phone allows the display icons (which signal when a new event takes place on the phone) to be 'hidden' beneath the surface. And a separate external display, also concealed under the surface of the phone, lets you know exactly who is calling.

Adding to the striking design is a series of novel light effects that serve to both personalise the phone & allow the user to 'colour code' their contacts. Simply assign a coloured light to your frequent callers and you will know instantly whether its work trying to reach you, your best friend fixing a date, or your mother calling to invite you to Sunday lunch! It is even possible to set the look and feel of the menu & screen display to match the time of day; a bright theme during the daytime and something more relaxing or subtle at night.

Although straightforward to use, the Z310 is loaded with features to help you organise your life and have fun along the way. The built-in VGA camera allows you to take spontaneous snaps and share them with family and friends instantly via Picture Blogging (uploading pictures directly to a Blog site from the Z310) or Picture Messaging (MMS). Alternatively, just use the phone as a portable photo album to make sure that your memories are always with you.

You can choose the Z310 in the colour that best fits your lifestyle and your wardrobe. This luscious phone comes in three very individual colours: Jet Set Black, Blush Bronze or Lush Pink.

Z310 is a Triple band/EDGE/GPRS 900/1800/1900 handset and will be available in selected markets from Q1 2007.