In compliance of this new era of miniature technology, Sony Ericsson being one of the world’s top mobile phone manufacturer, has always been fueled with sense of innovative and creativity to venture into this exponentially expanding telecommunication field. Reviewing its progression from the Walkman series until most recently, the Aino series, clearly Sony Ericsson is playing safe in making changes on its product. Although not enough to be termed as “old-school” fashion, yet other mobile phone manufacturers are going way beyond with Motorala AURA and LG Wrist Phone. Having known that breakthrough is needed; Sony Ericsson started its rebellious assault and launches the Xperia Pureness. As the world’s first mobile phone with transparent LCD display, Xperia pureness represents an overlapping communication approach that coalesce the complexity of digital era and essential function of a mobile phone- Talk. Text. Time, while circumventing unnecessary form or function. Pureness reflects the purity of miniature technology – as pure as water, as calm as breeze.