Sony Ericsson Reveals More About the Pureness

We took a brief look at the XPERIA Pureness a week ago and discovered that behind the translucent screen, not a lot else was going on tech-wise and now, despite some further news from Sony Ericsson, this has sadly remained the same.  However, we now have a clearer indication of what they are hoping to achieve with the phone, and it’s certainly not to attract the tech crowd.

Instead of collaborating with a network or going the normal route and selling the Pureness in regular mobile phone shops, Sony Ericsson are doing the same as Motorola did with the Aura, and selling it in high-end retail outlets such as Selfridges and ‘design museum shops’.  These tidbits have all come not through the usual mobile phone news sources, but through Brand Republic, which gives an even clearer picture of the PR drive behind the phone.

Sony Ericsson’s Head of Brand also confirms the Pureness will be a ‘brand-building’ device used at events and not something for the ‘mass market’.  Now, we pondered on the cost previously and now we have confirmation: the Pureness will be yours sans contract for £530.  That’s the price you pay for exclusivity!  Eager owners will be able to grab their undeniably beautiful slice of Sony Ericsson design from November.