- The design and use of the phone is very simple and straightforward, yet in every aspect of the design there is a carefully thought through relationship between form and function”, says Torben Ballegaard Sørensen, CEO of Bang & Olufsen, in a press release.

The phone is aimed for people over the age of 25 and will not incorporate the latest technology in terms of games and similar mobile applications. B&O wants to keep it as simple and efficient as possible.

- We have positive expectations about this, but I know it is a niche product. The phone won't appeal to all, but if only two percent of the market likes it, that's good enough, said Sørensen to Reuters.

While Samsung will provide the core structure of the phone, the acoustic part is provided by B&O using the patented ICEpower technology from their renowned audio products.

The new mobile phone will be only be available in Bang & Olufsen stores and selected Samsung retailers in Europe, Ukraine and Russia. The release is expected during the 4th quarter of 2005.

www.bang-olufsen.com