[Neo launches new Ellipse handset featuring a high gloss finish, hidden screen and camera, Bluetooth, Quad band, Audio + Video player, and 4GB memory.]

United Arab Emirates -- Neo DWC-LLC, the UK & Dubai based Mobile Phone brand held a pre launch event in Dubai on 21st August, 2008 to launch its latest phone, the Neo Ellipse. The event was focused on introducing the phone to the retailers, distributors and agents from around the world.

The Neo Ellipse is a uniquely designed phone that resembles a sculpture more than it does a mobile phone. Neo, true to their brand ethos of “Your Style” have designed a phone that is pleasantly unique from any other phone in the market. The phone measures 110x44x15 mm, with a semi reflective dark finish and a molded chrome center spine. The phone is only 15mm thick at the very center and tapers down to just 3mm on each end. This gives it an illusion of being sliced out of an elliptical shape. Hence giving it the name, The Neo Ellipse.

“We have one goal, and that is to bring what seems like concept phones, to life.” Said Pallav Patel, President & CEO of Neo DWC-LLC. He continues to say, “We don’t bring out phone after phone that looks just like all the others. We take the time and design a phone that makes the consumer who buys it feel special. We take great pride and pleasure in designing our phones and will continue to do so model after model. We aim to be a brand that will always have the most unique looking feature phones in the market and this is what will set us apart from the rest.”

The Neo Ellipse will be launched in the GCC and a few Asian markets by October 1st and other markets will follow soon after. The Neo Ellipse will also be available for sale on the www.stuffbyneo.com website. “We have had great success with our Neo 808i and with the initial response we have received at our launch event, we have high expectations for the Ellipse” said Brad McMechan, Managing Director of Neo DWC-LLC. The phone features a 2” screen, 2MP camera, 1Gb memory expandable to 8Gb, MP3 & MP4 player, Email, WAP, and many more great specs that places the device into the mid to high range feature phone category.

Neo also announced it’s long awaited launch into the Asia market. Neo has launched in Hong Kong and the three major cities of India namely, Bangalore, New Delhi and Mumbai. “We have started sales this month into the major retail chains like Hotspots, Cellucom and The Phone Store”, says Amjad Ali, Senior Vice President of Neo DWC-LLC. He continues to say “It has taken us some time to enter this market but now that we are in, our design driven brand will add some flavor to the Indian mobile phone market.”

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