Shine by LG from AT&T

It’s official, the LG Shine is hitting stores now. This one is so shiny, you won’t need to reach for the diamond encrusted version. And that seems to be the major selling point. The LG Shine will be available from “select,” retail stores, which we assume to mean, “AT&T are attempting to create a buzz by pretending they are in short supply so people will think they are getting something special.” This is the full press release.

San Diego, California, November 26, 2007

AT&T Inc. (NYSE:T) and LG Electronics MobileComm U.S.A. Inc. (LG Mobile Phones) today announced the availability of the new Shine™ by LG, a stylish new multimedia device for mobile phone users who want to stand out in a crowd. The Shine by LG arrived in stores Nov. 23, the day after Thanksgiving — “Black Friday.” The Shine by LG is a sliding form-factor device, offered exclusively through AT&T, that features a silver exterior and comes with video, music and camera features and a 2.2-inch mirror LCD screen.

The device is pre-loaded with the best of AT&T’s features, including AT&T Video Share, Mobile Banking, AT&T Mobile Music and more. The Shine by LG is designed to satisfy the needs of mobile phone users who want style and glamour in their state-of-the-art mobile device and wireless service.

“This is the kind of device that people will stop and ask if they can hold it,” said Carlton Hill, vice president of Product Development for AT&T’s wireless unit. “The Shine by LG will be appealing to anyone who believes that a mobile phone should work well and look great.”

“Metal is back and taking on a whole new look with this season’s must-have mobile phone, the Shine by LG,” said Ehtisham Rabbani, vice president of Product Strategy and Marketing at LG Mobile Phones. “Consumers will be captivated by the Shine’s brushed-metal body and mirror LCD, and they will be excited to find that the phone is more than just a pretty face.”

Additional features on the Shine by LG include a 2.0-megapixel camera with video record and Bluetooth® 2.0 capability for music and voice. The body of the Shine by LG is an elegant metal body surrounding the mirror LCD screen.The Shine by LG is available through select AT&T retail locations for $149.99 after a two-year contract-activation agreement and a $50 mail-in rebate.

For the complete array of AT&T offerings, visit www.att.com.

It looks like a good phone, but I have a feeling my shiny metal “Shine,” will be “dull, burnished, scratched beyond recognition,” after a few months in my back pocket. Only time will tell.

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