LG Electronics adopts ew strategy to seek turnaround in smartphone business

Lim Chang-won Reporter Posted : 2018-02-27 11:38 Updated : 2018-02-27 11:38
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[Courtesy of LG Electronics]

BARCELONA, Feb. 27 (Aju News) -- LG Electronics envisioned a new strategy, based on different marketing, to seek a turnaround this year in its troubled smartphone business, admitting the company has largely failed to win over customers with high-end phones.

The company's new premium phone will be different from previous models as it will focus on "ABCD" -- audio, batteries, cameras and displays, LG's mobile communications division head Hwang Jeong-hwan said at the Mobile World Congress (MWC) in Barcelona, Spain.

LG will release smartphones that customers can use for a long time, he said, adding his company would listen to the voices of customers and adopt marketing and publicity in a different way from the past. "This year, we are trying to achieve visible results."

"LG Electronics has lost much of customers' trust," said Hwang who took office last year when the company reorganized its mobile communications division due to poor sales of mobile devices including G6 and V30 smartphones.

In response to complaints from consumers that LG's premium smartphones are too expensive, Hwang promised to release diverse models.  LG will not increase prices simply by putting "a lot of features" that customers do not use, he said.

In terms of design, Hwang said LG will not seek any dramatic changes. "I think the 'Long Tail' strategy will become a new trend."

LG has tried hard to develop AI-related products and services. However, Hwang said his company would not be in a hurry to put new technology and products like foldable phones on the market. "Personally, I think that it will take some time for customers to accept a foldable phone platform."

LG will develop "super personalized" smartphone AI that understands the mind of customers and provides personalized and customized function and information, Hwang said, describing personalized AI that recognizes owners and grasps their intentions as "a very important theme" in smartphones.

"This can serve as a hub for AI connectivity. AI's super personalization will be a very important theme for smartphones," he said.

LG has unveiled "Deep ThinQ", an AI platform that features deep learning technology and is capable of interlinking the self-learning AI technology with other products and services. LG's deep learning AI will be able to understand the life pattern of users and can be applied to their daily life.