The names are according to the carriers that will launch the phone. For example, LG LX610 is for Sprint, LG UX610 is for US Cellular, while LG AX610 is for Alltel.
We don't have many details about the new phone, save for the fact that it features Bluetooth with EDR.
A wild guess would be that this is the successor of LG Lotus (LX600), which can be seen in the picture below:
The LG LX610 / AX610 / UX610 / CX610 / LG610 / VM610 is expected to hit the US in the first months of 2010.Source: Bluetooth SIG
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