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Florence Legrand Published on October 22, 2009
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  • Camera sensor 5 Mpx
  • Weight 129 grammes
  • Dimensions (mm) 128 x 51 x 10.9 mm
  • Talk Time 5 h
  • Standby Time 370 h
  • Internal Memory 1 GB
With its unique design, the new Chocolate BL40 and its 4 inch, 21:9 format touch screen, is looking to reproduce the success of the first version. Like all the phones in the LG Black Label series, this one has a chic, minimalist look about it. If the tech spec is anything to go by, performances ought to at least measure up to the elegant lines.

An audacious format and a very attractive design

The New Chocolate is clearly a mobile that will stand out, due to its wide 4-inch screen (800 x 345 pixels) but also its slim minimalist chic and black lacquered casing. Of course high design has to go further than looks and we’re hoping for a well-studied experience here too. The New Chocolate does indeed give very nice handling. While wider, it is also shorter. This means that, as long as your jeans aren’t too skinny, you won’t notice it too much in your pocket.

LG BL40, LG Arena, Samsung Omnia II, iPhone 3GS

Although nicely finished overall, it’s a shame that the BL40’s coating isn’t a little more resistant: finger marks and scratches are too visible, taking the edge off the nice, glossy black look.

The casing picks up marks...

Now onto the phone’s unusual touch screen. It has a nice quality display, good colours and open viewing angles. Responsive and multipoint, just a light touch is enought. It is however still less sensitive, precise and responsive than the iPhone. You sometimes have to repeat your gesture several times before the BL40 executes. This is a little annoying.

A nice interface but navigation could also be simpler

The BL40 comes with the in-house LG S-class 3 D interface that has been updated since the Arena and the Viewty Smart. Some features are easy to use: the photo and video visualisation interface (ordered chronologically) responds correctly almost 100% of the time. However, though in theory you only have to double-click a thumbnail to open it, in practice, you often have to repeat the gesture to get the BL40 to obey. While the graphics and interface are generally agreable to use (very “mass market”), menu navigation could do with further simplification.

For example, you have four desktops for navigation, contacts, widgets and shortcuts and there are several ways in. You can either scroll the desktops by passing a finger over the screen or select them from the cube. You simply turn it and select once of the four faces, like on the Arena or the Viewty Smart that are identical when it comes to the four desktop home pages. Two means of access then for the same result. Is this really of any use? To access all the features and settings you go to the main menu. Same approach as with the Arena, some features could have been arranged in the same category so as to space things out a bit visually and facilitate use. But then of course it would have been more complicated for LG to give us such a nice icon display.

Among the innovations, note the new messsage interface that is easy and efficient to use (see video). In landscape format the screen divides into two: on one side all the messages in the menu (name or number of caller and beginning of message) and on the other, the selected message. When you have a long message this means it's displayed in full. Then you just have to press at the bottom of the screen to call up a menu bar with a large range of options (add number, copy message, call, quick reply, transfer, delete…).

The Cube

The virtual keyboard is comfortable to use and quite responsive on the whole, limiting keying errors (haptics when you key), but again not as efficient as the iPhone.

To conclude on handling, we should say that loading certain applications is a little long, such as videos or access to the contacts list.

Multimedia not A1

In spite of the BL40s multitouch touch screen, the web experience still falls short. The ‘double-click’ or ‘two finger’ zoom is not as precise or practical as it could be (see video). Ever since the problem with the Arena, we have been hoping for an improvement to this solution as LG is still light years away from the precision offered by the Apple iPhone. Loading a URL is long and the touch zoom frustrating. Navigation within a page requires patience and dexterity: it’s long, fastidious and inefficient. And then, to quit the navigator, instead of just clicking on the main menu to exit, you have to confirm each time. A waste of time.

The camera is not the BL40’s strong point, with a tendency towards reds and ineffective white balance. While overall the details are fine, you have to make do with crinkled contours. The camera menu is nice to use (options mirroring those on a digital camera, filters, effects, nightime, red-eye, direct access from the screen to set brightness…).

You can access the audio player via a button on the side of the phone. Audio quality is fine for a phone, though why a white set of headphones is delivered with a black glossy phone we don’t know. The BL40 has an FM receiver (without RDS however) and transmitter.

Audio player interface

The BL40 records only in 3GP, with the use of the zoom (either via the screen or a physical button on the side of the phone), as always, causing jumps and deterioration in the picture.

The terminal plays DivX natively with no need to convert. LG is betting on the mini cinema screen for the success of this phone in the multimedia segment. Videos are indeed nice to watch (don’t watch in an overly lit room or in full sunlight) and you can opt for full-screen – depending on the film you may get a flattened, deformed image. Fluidity isn’t always what you’d expect. While the demo videos are fine, those recorded on the phone or some other files (.avi) make the picture jump at times.

So then, this nice bar of chocolate is not without faults but could be popular among those who have yet to experience an iPhone or the HTC Sense interface. Battery life gives a good day and a half of moderate usage with Wi-Fi on from time to time.
The New Chocolate as a phone
Good high-end phone that it is, the New Chocolate has all the connectivity needed by the most mobile among us: 3G+, Wi-Fi and Bluetooth. These profiles are accessible without having to go into any sub-menus. Just click at the top right of the screen to display a scroll allowing you to activate Wi-Fi, Bluetooth etc.

The BL40 synchronises with Outlook via the LG PC Suite CD supplied.

Favourite contacts are accessible from one of the faces of the cube: choose your favourites in the contacts list and assign a photo, then scroll through these to find the contact you want to call or message.

Push Mail means you can easily set up your Gmail, Yahoo! or Hotmail account.

Making and receiving calls is nice and clear and reception is good.

The phone charger is a microUSB (as are all the new LG range), the standard that should soon become universal.


  • Nice design, build and handling
  • Screen quality and display
  • Well designed interface
  • Standard audio out


  • Fragile coating: scratches and finger marks
  • Confusing internet navigation / interface
  • Battery life
  • Lacks responsiveness at times
  • Photo/video could be better


While the BL40 is without a doubt ravishing and the user experience satisfying overall, there are some irritations. The touch screen is not as sensitive and precise as it could be and the phone is a bit slow at times. And if you use your phone for the web a lot, go for something else.
3 LG New Chocolate - BL40 DigitalVersus 2009-10-22 00:00:00
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