Thursday, March 28, 2024

LG’s next 5G phone is called “Velvet.

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Sometimes, just sometimes, we think we’ve unraveled the phone strategy of South Korean LG. Then the world knocks again for a moment. But then the company comes back with a rabbit out of its top hat and you’re totally misguided. And that’s exactly what they’ve done now.

Because apparently in Seoul they know how to wear out LG phones again; by giving him a sexy name! Yeah, you read it right. The name of LG’s next phone has been announced. No specs, no exciting new design, stunning camera features but a name. The LG Velvet should regain the hearts of consumers worldwide.

We’re laughing about it, and rightly so. If you want to achieve positive headlines, rave reviews and sales success, you have to do more than pure marketing. Innovate, improve, innovate. Things we haven’t seen so far from LG’s new phone strategy. However, LG does promise a 5G phone with a “raindrop shaped camera layout and a design that looks both pleasing to the eye and pleasant to hold”. Not things we think you’ll win the war with, but good. With the LG Velvet, LG is breaking new ground in terms of design. When we will have the Velvet in our hands is still unclear, but we can’t wait.

Taning success

And then without sarcasm, it’s obviously not going very well with LG’s phone division. The G-series is said to have ended and never really broke pots. Which is a pity because LG experimented very well in our opinion. So LG moved the LG G2 buttons to the back so that more screen space was used. The LG G3 was one of the first with fast and reliable phase detection autofocus for sharper images. The LG G4 experimented with different materials and the G5 was even partly modular and therefore expandable. Apparently the consumer could not hurt it very much, large sales successes were never achieved.

LG has to go back to the base and build up from there. From something simple and a new design philosophy can be a good fit. We sincerely hope that the phone world can use some stubborn participants.

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