24 July 2006, Dubai - Sony Ericsson continues to expand its range of entry level phones with the J100i, a phone that is extremely intuitive and affordable, making it ideal for everyday communications in the Middle East.

Unmistakably a Sony Ericsson, the J100i's good looks and ease of use will appeal to anyone in the GCC who is looking for an uncomplicated phone that's great for voice calls and text messages, with a large keypad, one click navigation and single icon menus.

"It is important to remember that the vast majority of mobile phone users in the region simply want a reliable, well designed phone for voice calls and text," says Husni El-Assi, General Manager of Sony Ericsson, Middle East and Africa. "This is an important market for Sony Ericsson and our operator customers and we expect good demand for J100i globally, particularly in the UAE market."

Sony Ericsson is known worldwide for its intuitive coupling of form and function to produce stylish phones with great performance and the J100i is no exception.  Several features set it apart from its peers.  For example it is the smallest phone in the whole Sony Ericsson range and its 65K colour display is outstanding for a phone in this segment.

All key functions can be reached with just one click and the navigation key with its icon markings makes for instant recognition of the various functions.  Simply press 'Up' to set the sound, 'Right' to set the alarm, 'Down' to access the phonebook, 'Left' to start writing a message and 'Centre' to access the menu. 

The core voice calls and text functions are supplemented by useful extras including alarm clock, calculator and calendar. Available accessories are the Car Holder HCH-60 and Portable Handsfree HPB-60 which when combined with J100i make for an affordable, all-round communications solution.

The Sony Ericsson J100i is a Dual Band GSM phone available in Polar White and Twilight Blue.

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Sony Ericsson Mobile Communications serves the global communications market with innovative and feature-rich mobile phones, accessories, PC-cards and M2M solutions. Established as a joint venture by Sony and Ericsson in 2001, with global corporate functions located in London, the company employs approximately 5,000 people worldwide, including R&D sites in Europe, Japan, China and America. Sony Ericsson is the global title sponsor of the Women's Tennis Association, and works with the Association to promote the Sony Ericsson WTA Tour in over 80 cities during the year. For more information on Sony Ericsson, please visit www.sonyericsson.com

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Any product features, specifications or statements in this document that are not historical facts are forward-looking and involve risks and uncertainties. Actual product features, specifications or forward-looking statements are subject to change.

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© Press Release 2006