Sony Ericsson has finally launched the much awaited Xperia X10, Xperia X10 mini, Xperia X10 mini pro, Vivaz, and Vivaz pro in India.

The new portfolio also introduces a new UX platform that creates a unique Sony Ericsson user experience by combining best-in-class entertainment features with signature applications, unrivalled integration of social media services and a rich graphical user interface. Among the many new features, the new phones introduce signature applications like Mediascape and Timescape that lets consumers organise everything in their phone in an intuitive way.

Sony Ericsson has also partnered with regional and local content and application providers to deliver the latest in entertainment content for consumers. Highlighting one such exclusive partnership, Mr. Ishizuka said, “We have a signed a regional partnership with MTV, whereby the Xperia X10 users will have exclusive access to the MTV application that will provide them news feeds and other updates from the channel.”

Sony Ericsson is also partnering with content and application providers to deliver the latest in entertainment content for consumers. This includes players such as Hungama, MTV India, UTV, Shemaroo, Electronic Arts, Indiagames, and Disney mobile among others, who will come together with the mobile phone brand to offer content and applications to Sony Ericsson users in India.

The Xperia X10 with its new UX platform and signature applications like Mediascape and Timescape, lets consumers organize everything in their phone in an intuitive way. While the Sony Ericsson Timescape brings all communication together in one place so users can see at a glance text messages, missed calls, and Facebook and Twitter updates, Mediascape is the smart way to get all the music, photos and videos you want from your favourite friends and artists. It accesses content from everywhere – the phone, YouTube, PlayNow. With the capacity to recognize up to five faces in any picture, users can automatically connect photos of their loved ones with their social phonebook and all other related communications with that person. The Xperia X10 will cost Rs. 35, 795.

The Xperia X10 mini and X10 mini pro with slide out QWERTY keyboard, are compact versions of Xperia X10, and based on the human curvature design philosophy. The two sister mobile phones also incorporate Timescape. To get groovy with your favourite music, let the “infinite button” on the interactive music player pull together all music content from the music store and YouTube! It's also a smart way to search for new tracks from a favourite artist.

With Sony Ericsson Vivaz, users can produce and broadcast their most memorable experiences with the latest video capture and sharing features. They can also record spontaneous moments with a dedicated video button that lets users shoot video instantly with continuous auto focus. Videos can be reviewed in the standby panel or online via Wi-Fi on the 3.2 inch widescreen, and can also be uploaded via Wi-Fi onto YouTube and Picasa. Users also enjoy easy access to social networks such as Facebook and Twitter, and music on the Sony Ericsson media player. It also has an 8.1 MP camera The phone will cost Rs. 25, 695.

The Vivaz Pro adds a QWERTY keyboard to the touch screen offering to deliver a user experience optimized for messaging and entertainment. Like it's big brother Vivaz, the Vivaz Pro also allows consumers to produce and broadcast their best experiences in HD video, viewed on the 3.2″ 16:9 wide touchscreen.

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