This is yet another inspiring accolade following the phenomenal success of the Chocolate phone, Shine's predecessor in the Black Label Series of premium mobile phones.

Commenting on the popularity of the model in the Middle East and Africa, Mr. K.W. Kim, President of LG Electronics Middle East and Africa, said, 'LG is determined to become a leader in the mobile handset market and has set out on a journey to push the boundaries of mobile phone design by launching the Black Label Series, and the first-of-its-kind approach has proved to be more than successful.

'Shine's spectacular sales cannot be attributed to one particular region - but can be termed as a global phenomenon. By introducing the Shine, we have shown our keenness to continue to strive to create new values for consumers and we believe the way to the new values involves interactive marketing, cutting-edge technology and innovative design,'he added.

Shine, the second handset in LG's Black Label Series of premium mobile phones, has already stormed the UK and European markets less than two months after its launch. LG is targeting sales of 78 million handsets globally, including more than 10.5 million GSM units in Asia, the Middle East and Africa in 2007, which would represent a 121 per cent increase from last year in these regions.

To promote Shine, LG contracted Arab pop singer Nawal Zoghbi. LG plans to utilise this association through extensive marketing campaigns in Middle East & Africa. During the next 12 months, Nawal will endorse LG's various upcoming GSM models.

The result is evident: LG Chocolate, the first handset within the Black Label Series, has already rewritten history by reaching global unit sales of 10 million as of last April in less than a year since its launch and the follow-up model, LG Shine has been no less popular as its market demand continues to rise.

LG Shine's unprecedented performance in sales, which exceeds even its predecessor, LG Chocolate if compared with the same period of time, is not the work of its design superiority only but the combination of innovative marketing activities as well.

Shine - a stunning, full-metal-body slider phone - offers mobile users the best of both worlds with amazing looks and a high technical specification including expandable memory (MicroSD card) and an auto-focus camera by Schneider Kreuznach.

With the Shine, LG has once again proved itself to be the world leader in the design-led mobile phone sector. When closed, Shine oozes sophistication with a perfectly reflective 2.2' screen. Slide open the super-thin brushed metal body and the 'magic mirror' full colour screen comes to life, while Shine's keys are bathed in a cool blue light. Access to Shine's menu system is by an easy-to-use multi-function scroll key.

LG in the Sultanate of Oman is represented by Oman Trading Establishment LLC (OTE).