Focus on Personalization of Customized Features Primarily Used by Customers with 'Empathetic AI'

LG Electronics is focusing on the fundamentals of smartphones in its mobile business this year to restore customer trust.

Hwang Jeong-hwan, Head of LG Electronics' MC Business Division, held his first press briefing following his appointment on the 26th (local time) at the Melia Barcelona Sarria Hotel in Barcelona, Spain, and announced the company's future business direction.

At the event, Head Hwang expressed strong determination, stating, "The most important thing is to fully restore trust in LG Electronics smartphones in a short time," and "To achieve this, we will focus on the fundamentals of smartphones that customers use most frequently."

LG Electronics is concentrating its capabilities on enhancing the fundamentals of smartphones that customers primarily use. Additionally, the company plans to continue developing smartphone artificial intelligence (AI) into 'ultra-personalized AI' that understands customers' preferences independently and provides personalized customized features and information.

LG Electronics asks the question "How much will customers use this feature?" to various smartphone components and focuses on upgrading core features represented by 'ABCD': Audio, Battery, Camera, and Display.

Audio is one of the features customers actually use most frequently, and LG Electronics smartphones are recognized for their advantages in this area, such as the integration of Hi-Fi quad DAC (Digital To Analog Converter) that allows users to enjoy high-quality sound without distortion. The company plans to further advance this and make it a unique differentiating factor for LG Electronics.

Battery is also a representative feature that customers consider important while LG Electronics smartphones gain recognition for competitiveness. The goal is to continuously improve the battery performance of LG V30, which boasts industry-leading battery efficiency, so that customers can use various smartphone features without worrying about battery life.

LG Electronics' unique camera technology, which has been equipped with dual cameras and evolved over the past three years, will also be developed to be more convenient for customers to use in practice. The introduction of an intelligent camera with AI integrated this time is part of this effort.

Display, an essential core component of smartphones, will continue to showcase increasingly advanced smartphone displays together with LG Display, which boasts world-class display technology.

LG Electronics continuously promotes the 'platformization' of smartphones to achieve a different level of completeness and stability.

LG Electronics' efforts to improve smartphone quality have been materialized since the premium smartphones LG G6 and LG V30 unveiled last year, and the company plans to further strengthen quality improvement activities so that customers can be confident in the superior completeness of LG Electronics smartphones.

Additionally, LG Electronics significantly strengthens after-sales support for existing LG Electronics smartphone customers through continuous performance upgrades. Upgrades are provided so that existing products can also use new features from new models.

For example, the 'empathetic AI' feature newly introduced through 'LG V30S ThinQ' is planned to be provided as upgrades to existing products including LG V30 and LG G6, as well as budget models.

This upgrade is provided by model in a packaged AI feature configuration to deliver optimal performance, taking into account hardware specifications and software stability.

LG Electronics plans to recover customer trust in LG Electronics smartphones, its top priority, by improving product completeness through continuous quality improvement and strengthening differentiated after-sales support such as expanding AI packages.

Transition from Competition-Focused to Customer-Centric Business Operations

LG Electronics is reviewing the launch timing, marketing, and branding of smartphones in a direction that empathizes and communicates with customers.

Additionally, the company plans to remove unnecessary features that customers do not use to avoid price increases, and to ensure that new products are not launched in a state where completeness has not been sufficiently achieved.

This represents LG Electronics' commitment to showcase a transformed smartphone business that looks only to customers and continues innovation, rather than being bound by competitive situations or industry practices.

LG Electronics plans to focus on providing customers with smartphones that can be used conveniently and reliably for a long time going forward.