Sony Ericsson has launched three new phones aimed at the entry-level end of the market today.

The new models are the J220 - a stick phone optimised for ease of use with simplified one click menu access, the J230 - a stick phone offering simplified menu access along with the benefit of an FM radio and the Z300 - a clamshell designed handset.

Each handset is firmly focused on making voice and text services rather than offering a multitude of multimedia features.

"We are continuously expanding the Sony Ericsson offering to a wider range of consumers and customer needs", said Steve Walker, Vice President Product Marketing. "With this launch, even more people that aspire to the Sony Ericsson brand can now afford to own one of our handsets and importantly, they have real choice from a range of phones".

All three phones are Dual band with different models coming out for different territories signified by an I or a C at the end of the handset name. The phones will also feature a 65K colour 128x128 screen, support MMS, SMS, and EMS as all as offering 32 polyphonic ringtones pre-installed.

Talktime is estimated to be between 5.5 and 6 hours with a standby time of 250 to 280 hours.

J220 is available in smooth black or sky blue, the J230 comes in cosmo white, cherry red or deep blue and the Z300 in granite grey or amethyst purple.

J220 and J230 will be commercially available in Q1 2006. Z300 will be
available in Q4 2005.