Sony Ericsson Xperia Pureness:

Recently, on the official website of Sony Ericsson that exposure of a new Xperia Pureness cell phone, this new cell phone uses the full-transparent screen and simple shapes. At present, the specific parameters of this cell phone is also known, from the official website of information shows that the Xperia Pureness cell phone will be released in November.

The Pureness features a transparent display that can be seen from both sides of the device. It also has a blank keypad that reveals itself when the phone is activated.Curiously, the keypad buttons appear to be either optical or touch sensitive and we haven't seen any directional buttons at all. How users will control the phone's menu remains to be seen.

There aer a few things we can guess from them; the screen is not totally transparent looking. It can only display shades of grey (no colour and we're not sure it can support video).It comes with Bluetooth and the power unit as well as the SIM card slot, are found on the side. No sign of any memory card slot anywhere. Sony Ericsson has chosen a very edgy design with sharp ends, similar to the X3 and the X6.

It's refreshing to see a mobile manufacturer throw something out there that looks like the sort of phone Spock would order a pizza with. At a recent event, Sony Ericsson unveiled the Pureness (pictured), a 'holiday from technology' according to the press release.

This is the first attempt and the screen of the XPERIA Pureness has some limitations - the screen is small and is only monochrome. It's not all bad however, from the photos it seems that it has pretty good contrast and viewing angles. We don't know what the screen resolution is and how it fares under direct sunlight is also a mystery.

The handset was shown to media attending an event to launch Sony Ericsson’s new brand direction where the company also confirmed its alignment under the Sony make.believe brand message.

Xperia Pureness approaches the mobile phone as a work of art rather than technology. The company’s designers aimed to sculpt an object of design that reflected the purity of water and a sense of calmness when not in use.

In addition to this futuristic looking phone, Sony Ericsson is attempting to change its branding but we're not sure we get the new 'make.believe' brand message. What we really want to see is Sony Ericsson producing quality phones, not marketing spiel.