At the start of the week, LG announced an operating loss of $220 million, attributed to poor sales of the LG G5 and a costly marketing push for the LG V20 in 2016. To reverse this trend and attain profitability, LG is focusing its efforts on the upcoming flagship, the LG G6.
This time, significant design changes have been implemented for their flagship device. The LG G5 featured a modular design, allowing users to add various mods for enhanced functionality, but this approach did not resonate well with consumers based on sales performance. In contrast, the LG G6 adopts a unibody design that includes a non-removable battery, potentially making the device water-resistant and offering the company more design flexibility.
New LG Phone: Overview
The rise of digital assistants has seen a surge in popularity, with companies integrating these features into their flagship devices. HTC debuted the HTC Sense Companion in their flagship HTC U Ultra, Samsung is set to introduce Bixby in their upcoming flagship, and LG is joining the trend by incorporating Google Assistant into the G6. This marks the first instance of Google Assistant being utilized in a non-Google device, as LG initially considered Amazon’s Alexa but ultimately opted for Google Assistant due to Alexa not being deemed ‘ready’ at that time. By leveraging Google’s digital assistant, LG demonstrates a shift towards enhancing user experience through innovative technology partnerships.
LG is employing clever marketing strategies for its flagship smartphone, strategically building anticipation and generating hype around the device. In their promotional video, they tout the LG G6 as the ‘ideal smartphone’ and emphasize its unique selling points. By emphasizing the use of copper pipes to prevent overheating, LG aims to gain an edge over competitors like Samsung. Additionally, LG plans to capitalize on the delay of the Galaxy S8 by launching the G6 on March 10th, offering consumers an early alternative and potentially boosting their sales. Leaked images of the G6 suggest an impressive design, with a recent live picture showcasing the metal body, curved edges, and premium aesthetics of the device. LG appears to be on the right track with its marketing strategy and product design, positioning itself well in the competitive smartphone market.
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