LG makes tracks at AT&T Mobility, says hello to Virgin Mobile USA

LG Electronics Co. scored a pair of carrier wins last week spanning the range of wireless offerings. One of the deals was with the industry’s largest player and long-time LG partner AT&T Mobility, while the other was with mobile virtual network operator and first-time LG collaborator Virgin Mobile USA L.L.C.
AT&T Mobility is hawking its MobiTV, XM Radio Mobile and music portal services with the launch of LG’s trax handset, an HSDPA-enabled, clamshell-style handset.
The handset launched last week for $130 with mail-in rebate and two-year contract.
The companies touted the trax’s ability to deliver music via stereo Bluetooth as well as the range of AT&T Mobility’s multimedia offerings.
The partners emphasized the LG handset’s “blazing-fast” HSDPA connection, enabling consumers to access AT&T Mobile Music service, a portal to Napster, eMusic and other subscription services, as well as the carrier’s Cellular Video services, which features content from CNN, The Weather Channel, Comedy Central and other sources.
The announcement also delivered a prepared remark by Ehtisham Rabbani, VP of product strategy and marketing for LG Electronics MobileComm USA Inc., LG’s division in the United States. Rabbani was hired early this year as a marketing strategist for LG’s U.S. efforts. The Korean vendor has notably excelled here, but like many vendors it faces challenges as it runs up against Motorola Inc.’s dominance of the U.S. market.
Virgin Mobile USA added LG’s “Aloha” handset to its lineup. The handset, which is set to retail for $40 handset, marks the first deal between the two companies and one that will test Virgin Mobile USA’s emphasis on socially conscious consumerism.
The handset is a stripped-down clamshell phone that will be used by the MVNO to raise awareness about at-risk youths, according to Virgin Mobile USA. The handset offers messaging options for the MVNO’s youthful demographic and features its new user interface.
Virgin Mobile USA will use the phone in various promotional efforts to bring attention to what it LG’S ALOHA is the called The Re*Generation.