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The ties that Bond: Sony calls on 007 again for Xperia TX smartphone

Sony is relying on the super-spy mystique of Bond, James Bond to promote its new Xperia TX flagship smartphone.

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According to a Sony press release today, the new phone "co-stars" with Daniel Craig in Skyfall, the latest instalment in the 23-movie franchise based on Ian Fleming's British intelligence officer novels.

The new Xperia TX is the latest phone to top Sony's Xperia smartphone and tablet range, replacing the [artnid:435291|Xperia T]]. It shares the same 4.6in, 720p, 323ppi display with the previous model, as well as the same 1.5GHz processor, 1GB RAM and 13-megapixel camera. It's slightly lighter (127g vs 148g) thanks to a slightly smaller battery. The Xperia TX will ship with Android 4.0 Ice Cream Sandwich.

A 60-day free trial of Sony Entertainment Network, and its cloud-based streaming music service Music Unlimited, will be bundled with the new phone. Like several other Sony devices, the Xperia TX has near-field communications integrated.

The Xperia TX will be available through Vodafone on a $50 plan, and through Sony Centre stores for $629 outright, from 28 November 2012.

As a partner distributor the Bond movie franchise since 2006's Casino Royale, Sony has the opportunity to leverage the movies to promote its products to a wide audience, by putting them in the hands of the world-famous lead actor who is the film's namesake.

Sony has had a long-running partnership placing its technology products in James Bond movies -- Pierce Brosnan controlled a BMW 7 Series remotely and scanned fingerprints with a Sony Ericsson JB988 in Tomorrow Never Dies, Daniel Craig used a Cyber-shot K800i in Casino Royale, and MI6 chief of staff Bill Tanner (played by Rory Kinnear) taps away at a VAIO UX ultraportable notebook in Quantum of Solace.

In the latest movie, Bond uses his Xperia TX smartphone rarely beyond one instance in a Shanghai bar, but Sony notebooks, televisions and other products also make an appearance.

Sony Mobile Australia MD John Featherstone: "Now, Australians can own the same handset as 007. This product integration strategy for Sony Xperia smartphones is a key element of Sony's smartphone strategy to demonstrate an outstanding user experience across devices, enabling consumers to easily and quickly access the world of entertainment that Sony delivers."


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