Samsung and Bang & Olufsen, two innovative companies, one unique mobile phone the new Samsung Serene.

What makes the Serene mobile phone so unique? The answer is everything! From the way it looks and feels, to the way it sounds and functions, it breaks with conventions and creates new standards in comfort, convenience and quality. Created to sit comfortably in the hand and to slip easily in and out of a pocket, it opens gracefully up at the touch of a finger. The circular keyboard and wheel combines with an extra-large display to ensure fast and intuitive operation. It's the embodiment of innovation, style and technology. It's Serene.

Open up Serene and you'll find that the display is in the lower shell, and the keyboard in the upper shell. Why? Because after extensive research, we found this was the most comfortable way of holding and operating a mobile phone. Of course, when Serene sits in its base or is placed on a table, the opposite becomes true. Which is why we made it possible to flip the screen a full 180, so that it adapts specifically to the different ways you will use the phone. The screen itself is extra-large in size and has a unique wide-screen, landscape format to make it easier to read and write text messages.

While every mobile phone offers a wide array of features and functions, only Serene makes them easy to access and simple to use. The thumb-controlled wheel, and the circular keyboard surrounding it, re-defines the way you operate a mobile phone, and ensures instant control of all your communication possibilities. At the same time, the graphics and colours of the on-screen menus, plus a series of intelligent notification sounds, will lead you quickly and intuitively through the many options at hand. Complete ease-of-use and straight-forward functionality in a mobile phone is no longer an unobtainable dream. Serene makes it reality.

It goes without saying that Serene enjoys the best sound and speech recognition quality ever heard in a mobile phone. Moreover, opening and closing Serene involves only a gentle touch which triggers a built-in motor so that the shell opens slowly and gracefully. For faster movement, you simply operate it manually. The transparent lacquer that covers both shells gives Serene a delicate appearance, but actually ensures a tough and scratch-resistant surface. The hinge that holds everything together is crafted from pure aluminium, which adds to the overall elegance of the product.

It takes a lot of complicated engineering to look so simple. While Serene excludes refinement, elegance and discretion on the outside, just below the surface lies a whole powerhouse of innovative technology and performance. WAP, Bluetooth, SMS, EMS, MMS and e-mail. Comprehensive calendar and scheduler options, plus a full range of optional extras and accessories. The list is thorough, but each feature and function has been carefully evaluated for its relevance in Serene's "common sense" approach to modern mobile communication.

The camera feature is a perfect example of the intelligent and unique Serene approach to exploiting and simplifying technology. With the lens placed at the side of the phone, you have a natural and comfortable view down upon the screen - just like the original box cameras of yesteryear. The screen can be flipped between portrait and landscape to ensure the perfect orientation for your picture.

The charger of Serene is as elegant as the phone itself, and yet another example of total design idea behind the concept. Simply place Serene, open or shut, in charger. If it's closed, Serene can be pre-programmed to open gracefully up every time you receive a call or message. Whether in its charger, or sitting on a desk, Serene can also be operated like a discreet mini-laptop computer. Here, the screen reverts to the top and rotates 180 degrees. The keyboard is then in the perfect position for you to flick through or write new message.