EE brings the innovative LG G Flex curved smartphone to the UK

LG G Flex handset to go on display in select EE stores from 20th December, ahead of official launch in February 2014

EE and LG Mobile have announced that British consumers will soon be able to try out one of the most hotly-anticipated smartphones of 2013, when the LG G Flex goes on display exclusively in select EE stores from 20th December. The in-store showcase will allow UK consumers to experience the revolutionary handset prior to its European launch early next year.

The LG G Flex uses ground-breaking technology to deliver an innovative curved design. The handset is also the first to feature LG’s self-healing technology. The elastic coating back absorbs minor scratches and nicks and can recover its original appearance in under a minute, helping it to cope with daily wear-and-tear and keep the phone looking newer for longer.

EE is offering technology fans the opportunity to get hands-on with the innovative handset over the Christmas period in 10 stores across the UK. Consumers will be able to experience the smooth curvature of the device, as well as the innovative user experience (UX) features that make the LG G Flex one of the most ground-breaking devices of 2013. The smartphone will be displayed from the 20th December in the following EE stores:

  • London – Westfield Shopping Centre, Stratford E20 1EH
  • London – Westfield Shopping Centre, White City W12 7GG
  • London – 155/157 Oxford Street, W1D 2JH
  • Kent - Bluewater Shopping Centre, DA9 9ST
  • Nottingham - 16 Clumber Street, NG1 3GA
  • Manchester – The Trafford Centre, M17 8AP
  • Brighton – 209-210 Western Road, BN1 2BA
  • Cambridge – 40-41 Lions Yard, CB2 3NA
  • Merry Hill – The Merryhill Centre, DY5 1QX
  • Sheffield – Meadowhall Centre, S9 1EN

Sharon Meadows, Director of Devices, EE: “LG is renowned for its technical innovation so we’re pleased to be working with them to bring the G Flex to UK consumers. The G Flex is perfectly optimised to take advantage of our unique double-speed 4G network and will provide users with an immersive viewing experience so they can make the most out of watching video on the go.”

“There’s been so much excitement about the LG G Flex since we announced it in October, so we’re thrilled to be working with 4G pioneers EE, to bring it to UK consumers,” said Andy Coughlin, UK head of Mobile for LG. “This really is an innovative handset, which shows how LG is once again leading the way in mobile phone design and technology. Looking ahead, the LG G Flex also points the way for some of the most exciting developments in technology over the next few years, as phones become increasingly adapted to their users.”

The LG G Flex is curved vertically mirroring the curves of the human face and reducing the distance between a user’s mouth and the microphone. The curvature also offers a more reassuring grip and fits more comfortably in a pocket. In landscape mode, the display offers an immersive experience utilising the most comfortable viewing angle for watching videos or playing games.

In order to make the most of the curvature of the phone, LG has designed a number of original UX features. QTheater provides quick access to media right from the lock screen. Swing Lockscreen alters the image displayed when the phone is locked according to how the LG G Flex is held.

The LG G Flex will be available from EE in February 2014. Full pricing will be announced closer to launch.

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About EE

EE is the largest and most advanced digital communications company in Britain, delivering mobile and fixed communications services to consumers, businesses, government and the wholesale market. With approximately 15,000 employees and 600 retail stores, EE serves more than 27 million customers on EE, Orange and T-Mobile mobile and broadband plans.

EE runs the UK's biggest and fastest mobile network, having introduced the UK's first superfast 4G mobile service in 2012. EE's 4G coverage today reaches more than 60% of the UK population. EE’s 2G coverage reaches 99% of the population while 3G reaches 98%. EE's superfast fibre broadband service covers 54% of the UK population, and ADSL broadband service covers 98.7% of the population.

EE has received extensive independent recognition including being ranked the UK's best overall network by RootMetrics®, Fastest Network at the 2013 uSwitch Awards, Best Network at the 2013 Mobile Choice Consumer Awards and What Mobile Awards, Network Innovation at the 2013 Recombu awards and Best Network for Business at the 2013 Mobile Industry awards.

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