LG Introduces 3D S-Class UI - Intuitive, Fast and Fun

Will be the new standard on high-end LG handsets in 2009

Barcelona, February 16, 2009 - Nowhere has the evolution of touchscreen technology been more evident than in mobile phones. While phones were starting to gain features and processing power similar to those found on computers, their usability was limited by far smaller screens and lack of space for buttons. People loved their feature-filled phones, but found them hard to navigate. More features meant that menus were deeper and more complex.

"When the convergence trend really picked up, phones were becoming incredibly difficult to use," said Dr. Skott Ahn, President & CEO of LG Electronics Mobile Communications Company. "Phones had cameras, MP3 players, web browsers and even DMB TV tuners, but the interfaces for each feature relied on the same set of static buttons. We wanted to give our customers new phones that were as easy to use as the simpler handsets they replaced, and saw touchscreens as a solution."

With the 2007 release of the PRADA Phone by LG, the world's first full touchscreen phone, LG began to fulfill its mission of creating the optimal interface for phones with long feature lists. The company has made remarkable advances in the years since and at the Mobile World Congress 2009, unveiled its new S-Class User Interface (UI), which debuted on ARENA, its flagship multimedia handset.

"With S-Class UI we created an interface that is not only faster and more intuitive than previous platforms, but is also more dynamic and fun to use. It eliminates unnecessary steps, adapting to fit each feature and each person's preferences. We did all of this while also giving S-Class UI a sense of fun found nowhere else," said Dr. Ahn.

Touch-based 3D menus give S-Class UI a life-like look that adds to its intuitive nature. Sorting through multimedia is accomplished by dragging a finger across 3D Reels with clearly marked icons, rather than looking through long lists of files. Using the camera in S-Class UI phones is easier than using a standalone digital camera. Because the interface is touch-based, it can transform according to the settings, which are selected using an intuitive onscreen dial, similar to the dials atop expensive D-SLR cameras.

S-Class UI is also fast. One of LG's goals for the interface was to make transitions - changes between menus, screens or applications - faster. This is clearly evident looking at its main screen. Built-around a 3D cube layout, S-Class UI actually provides four customizable home screens. The simple flick of a finger instantly turns the cube from one side to the next. With four times the space for direct shortcuts to features, S-Class UI is undeniably speedy.

LG also eliminated nested menus wherever possible. Items in Elastic Lists, a new concept for this interface, instantly expand when touched, providing information and options. This eliminates the extra step of switching to a new screen, which saves time and makes it easier to browse to other choices.

S-Class UI does not just jog along at a mild pace. It sprints instantly between features and screens with rich, vivid graphics. This is important, given the interface's incredibly fun and dynamic 3D graphics. In the Floating Image Gallery, for example, photos line up instantly in rows when the phone is held vertically. Turned horizontally, the images fall off the screen and larger versions appear, perfectly sized for showing off. Navigation is as simple as flicking a finger.

"Nothing could be easier than S-Class UI," said Dr. Ahn. "It firmly establishes us as a leader in mobile interface technology and is the result of much hard work and research into what our customers want from their phones."

After making its debut with ARENA, S-Class UI will become the standard on LG's high-end handsets. LG plans to introduce several high-end models this year, including camera phones and smartphones with enhanced usability and premium design.
For a closer look at LG's S-Class UI, visit LG's booth at the Mobile World Congress 2009 in Barcelona, from February 16 through 19.

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Please visit http://mwc.lge.com for more information about LG's innovative products and technologies.

About LG Electronics, Inc.
LG Electronics, Inc. (KSE: 066570.KS) is a global leader and technology innovator in consumer electronics, home appliances and mobile communications, employing more than 82,000 people working in 114 operations including 82 subsidiaries around the world. With 2008 global sales of USD 44.7 billion, LG is comprised of five business units - Home Entertainment, Home Appliance, Air Conditioning, Business Solutions and Mobile Communications. LG is the world's leading producer of mobile handsets, flat panel TVs, air conditioners, front-loading washing machines, optical storage products, DVD players and home theater systems.

LG Electronics Mobile Communications Company (LG) is a leading global mobile communication and information company. LG creates handsets that provide an optimized mobile experience to customers around the world with its cutting-edge technology and innovative handset design capabilities. Increasingly, LG is pursuing convergence technology and mobile computing products. LG will continue to take leadership in the mobile communication environment with stylish designs and smart technology.
For more information, please visit www.lge.com.