LG at 3GSM – European wars

LG cannot show off considerable progress on the European market over the past year – constantly reducing share, pressure coming from other players and Motorola’s activity on the market of cheap 3G-enabled terminals don’t make it look all sunshine and rainbows for LG. All this has forced the company to pick the route of injecting new life into the business; specifically they have decided to come up with well-designed products, though a handful of them, and push them with great pomp, like they did it for LG Chocolate and the Black Series. This is what guides LG on the market now – the benefits of these efforts one could witness at 3GSM Congress.

First, the mind set of Europeans is much different from that of Russians, as while we treat Asian brands with a note of incredulity, for Europeans it is all about the price. In conditions of broadly available after-sales service and minor amount of issues in this field, purchasing such device is no longer a lottery, when many are worried about whether they will “repair it or not”. Given that, one can easily afford making mistakes in choice, since he/she will definitely get the device fixed. Hence, broad audience of potential buyers already feels that “Life is Good” with LG’s service and reliability is not a question for them. Many are into looks, design, and the credit here goes to Motorola’s policy, as this maker has made up everyone’s mind and defined such treatment of many products.