PRADA and LG Electronics today renewed their exclusive
mobile phone partnership at a signing ceremony in Seoul,
Korea. The two companies will develop the PRADA phone by LG
3.0, for launch in early 2012.
LG and PRADA began their collaboration in 2006 and resulted
in two premium mobile phones being introduced in 2007 and
LG said that the PRADA phone by LG 1.0 sold over one million
units. This premium handset combined high-end technology with
a design embodying superior style. It was the world's first
touchscreen mobile phone, and the 2.0 model featured the Link
technology, which allowed for easy access to caller ID, SMS
text messages, call history, call block and two-way alarm
LG is trying to turn around its loss-making mobile business.
The company's mobile communications division logged an
operating loss in the last six quarters as the company failed
to move quickly enough to catch up in the lucrative