LG, at a pivotal point in their lifetime, are looking to make big moves. While they are still the world’s third largest handset maker based on unit shipments, they have fallen behind in smartphone sales. This market is now dominated by the likes of Apple and HTC. LG will be launching a new smartphone and a tablet device which they say will be “better than the iPad.”
Very big words coming from Chang Ma, vice president of marketing for LG’s mobile-devices unit. Mr. Ma told WSJ that their new tablet device, based on Google’s Android OS, will focus on content creation and not information consumption or entertainment. Ma went on to say that he doesn’t do much work with his iPad, which is probably true for many iPad owners. It simply doesn’t fill that need and LG may be able to capitalize on that.
The tablet will include content focused on creation such as writing documents, editing video and creating programs. It will also have “high-end features and new benefits,” many of which will focus on productivity, Mr. Ma said.
“It’s going to be surprisingly productive,” he said.
Mr. Ma believes there is still a chance for LG to catch up in the smartphone market as well. He doesn’t believe the race has even started yet. LG plans to release 10 more smartphones and sell five million devices by the end of the year in a push to gain some ground against the competition.
LG is relaunching their Optimus line and will be bringing their flagship product, the Optimus One, to 120 operators. Just as with their tablet, LG is planning to succeed by filling a different niche. The Optimus One will be a “gateway smartphone” geared towards first time customers.
“We think it’s reasonable for us to provide this to people who hesitate to buy or don’t have enough experience with smartphones,” Mr. Ma said. “This is a clear answer to them.”
LG also plans to succeed by satisfying the varying tastes of customers. The Optimus One won’t be on par with phones like the Evo or iPhone 4 as far as hardware, but they plan on following up with more advanced models. Mr. Ma has set the bar pretty high in comparing their upcoming tablet with the iPad. Simply by invoking the name, LG will have a tougher battle in winning over customers. Let’s hope they have not bitten off more than they can chew.