LG's $99 Optimus L3 hitting Telstra in July

LG L-Series pre-paid handsets available in Australia from July

LG's new L-Series range: From L to R: Optimus L3, L5 and L7

LG's new L-Series range: From L to R: Optimus L3, L5 and L7

LG will launch its aggressively priced L-Series range of Android smartphones in Australia from July, with the entry-level Optimus L3 retailing for just $99 through Telstra.

Set to launch as Telstra's "hero" pre-paid handset, the Optimus L3 is one of three new Android smartphones LG categorises under the term "L-Style". The company says that the L-Style design on is based around five aesthetic elements — a modern square-style that aims to provide comfortable grip, a "floating mass" screen for a slimmer look, a more intuitive arrangement of menu keys, metallic accents and a slim shape.

"It's LG's first major launch this year and it's great that the whole family of L-Series handsets are being ranged in Australia," said LG Australia's Head of Mobile Communications, Ben Glimmerveen. "We feel that there's a clear relationship between all three handsets. I think that's one of the first things that we needed to get right within the pre-paid space."

"You'll see quite a large umbrella campaign for the entire L-Series range, it isn't very specific around individual handsets, it's all around L-Series and L-Series design," Glimmerveen explained.

The LG Optimus L3 will launch at the beginning of July and will retail for just $99, exclusively through Telstra. It has a 3.2in "floating mass display" with a resolution of 240x320, runs the 2.3 "Gingerbread" version of Google's Android operating system and has a front-facing camera for video calls. The floating mass display is a result of the display being positioned closer to the surface of the screen.

In addition to the Optimus L3, LG will also launch the Optimus L5 and Optimus L7 handsets in August. Both are pre-paid handsets that will be sold through Boost Mobile and Optus, respectively, though Optus will also sell a post-paid variant of the L7 on various contract plans.

The Optimus L5 has 4in display, while the Optimus L7 gets a screen size bump to 4.3in. Both handsets will ship with the latest version of Android, 4.0 Ice Cream Sandwich.

LG officially unveiled the L-Series range at the 2012 Mobile World Congress (MWC) trade show in Barcelona.

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Ross Catanzariti

Ross Catanzariti

PC World

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