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Sony Ericsson’s simple, unique phone with transparent display is now on sale. That’s good news but the bad news is that it’s pegged heavily at $990. Yes, almost a grand for what Sony Ericsson claims “talk, text, time – a holiday from technology.” So when this phone does not have anything revolutionary except the transparent screen, why is SE charging so much?

Apparently, it’s for the concierge service. For the uninitiated, concierge service is found in premium phones like Vertu where a user can call up the company from anywhere in the world for any damn service they need. Every Pureness buyer is eligible for concierge without any charge for the first 12 months.

The Pureness feature set includes a 1.8-inch monochrome display, FM Radio, Bluetooth, music player, browser and video streaming.

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[Via GSMArena]