We still associate whiz-bang screen technologies like IPS, Super LCD, and Super AMOLED with high-end devices, but an Indian company we'll admit we've never heard of -- Lava Mobile -- is looking to change that. Its Rs. 5,499 (about $123) A10 handset features a 3-inch IPS display with a claimed 178-degree viewing angle paired with a 3.2 megapixel camera, storage expansion up to 16GB, an orientation sensor, mapping capability (though GPS isn't actually mentioned), and a Yamaha-sourced sound system paired with a 3.5mm headphone jack that may or may not sound any better than your average handset. It tops out with EDGE data -- but 3G services are just now starting to come online on a wide scale in India, so that won't be a downgrade for most users. Not the specs we're looking for, but mark our words, manufacturers: we're expecting high-tech displays on everything now. Follow the break for the press release.

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LAVA introduces A10 – Touch phone with latest IPS screen

LAVA Mobile, one of the fastest growing brands in Indian mobile industry, has unveiled its new touch screen phone A10, backed with stylish look and great features. The line "Separates the men from the boys" is apt for the phone because the sharp edges and stylish gun metal body of Lava A10 give it a masculine appeal. Unique features like IPS screen, great multimedia make it a really power packed device. With the introduction of A10, LAVA has made its place in competitive touch phone market. Following the success of A9, A10 builds on Lava's reputation of coming up with phone which are high on aesthetics and features.

A10 would be a unique phone in touch screen segment as it comes with the latest IPS technology. The IPS screen provides a superior display with clear sharp images both for still and motion pictures. Besides the superior display, IPS Screen allows pictures and videos to be viewed at wide angle till 178 degree. The wide viewing angle is particularly useful when a group of people are viewing the same screen from different angles.

Commenting on the launch of A 10, Mr. SN Rai, Co Founder & Director, LAVA International Ltd., said, "LAVA has always been a trend setter in the consumer insight driven innovations. Introduction of the touch screen phone with IPS Technology will carry the same trend forward. As screen is a very important element in a touch phone we have introduced IPS in A10 to provide a premium display experience to our customers."

He added, "There is a segment of men who prefer metal and metallic look over plastic and colorful look. The phone has been specially designed to keep this segment in mind. The emerging Indian youth yarns for power packed performance. Lava A10 fulfills both the need."

The device features metal body giving it a stylish masculine look. Beneath the IPS Screen display pane, it has all the features which users clamor for. The bright 3.0 inch multi touch screen, with user friendly interface aims at providing amazing touch experience. The state of the art A10 has two prominent features, which make it a perfect entertainment device- the impressive 3.2MP digital camera with flash and Yamaha PA System for great quality of Music sound. This Phone comes along with expandable memory support Up to 16 GB, which ensures enough space for your multimedia files.

The product gives the user a truly personal internet experience as it has inbuilt applications which would allow the social network freaks to be in touch with their buddies on Facebook, Twitter etc. along with access to email accounts. The surprises don't end up here, as A10 is pre loaded with applications like Maps by Map my India facilitating you to check every nuke and corner of our country, Java embedded games and many more. The phone provides a thrilling gaming experience as the inbuilt Gravity Sensor allows the use to maneuver while playing mobile games.

About Lava
Lava international is one of the fastest growing brands in Indian mobile market today. The organization, , which started operation only 18 months back, is rapidly growing its market share "Get the power in your hand"- with this motto as the guiding principle, Lava embarked on an ambitious journey to empower people with innovative products. Today the brand is proud of having a wide range of handsets in its portfolio. The company has already expanded its operation in all the states of India. Today LAVA boasts of a network of 1,000 distributors and presence in 50,000 retail counters.