This is the press release headline for the new Prada phone by LG introduced yesterday:
Notice the proposition “another quantum leap in mobile phone innovation and design.” T-1 lines were a quantum leap over dial-up. HDTV is a quantum leap over stamp-size QuickTime movies of last decade. Most digital cameras sold today at 5-8 megapixels are a quantum leap over Sony’s Mavica or Apple’s QuickTake of yesteryear. The new Prada phone “another quantum leap”?
Almost identical to the highly successful original, the new telephone has a hidden secret. In one smooth movement the ultra-thin keyboard slides from under the handset. As serenely as it appears it slides invisibly, effortlessly away – a modern icon of mobile style and design with an extra competitive edge.
Sliding keyboard is “another quantum leap”? In 2008?
The Prada phone made history as the first full touch-screen phone to reach the market.
What is a “first full touch-screen phone”? Remember, the Prada phone is not even a multi-touch phone yet.
Its elegant good looks combined with a digitally sophisticated interface made it instantly appealing.
What exactly is a “digitally sophisticated interface” in 2008?
The culmination of Prada research and development in the complete interior as well as exterior design and functionality of the phone and accessories was key to this success.
So where is that “Prada research and development” for mobile devices highlighted as core competency?
The silver keyboard along with the additional on-screen, call and hang-up buttons gives fresh tactility to the original minimal concept.
“…on-screen, call and hang-up buttons gives fresh tactility”? In 2008?
And it goes on…For 600 Euros, it’s yours, if you happen to live in Italy, UK, France, Germany, Spain or Netherlands.
Why would a western European consumer think this is “another quantum leap” in 2008?