LG COMMUNICATIONS

It was far back in 2000,the manufacturer began to manufacture mobile phones.At

first,the appearance of the mobile phones did not gain a good reply and interest from the
market place although the handsets have been made with fascinating style and features.
During this time its mainly known as the leader company in the electronic industry but
not yet in cellular market.
In 2000, L mobile company announced the debut of the very first !"D#A
technology and it initiated the corporations development in the mobile phone market. $o
far, the company had produced various models of "D#A, $# and !"D#A cell
phones. %hey gained huge success after releasing the phones under the &lack Label
$eries. %his series contained four models namely '
"hocolate (dition )200*+
$hine (dition )200,+
$ecret (dition )200-+
.ew "hocolate (dition )200/+
In 200- and 200/ at least L was paying off. It sold more than 000 million sets and the
market share climbed to 00.12.It was a fateful day back on 3eb 0*4200/, that5s when
L electronics "(6 met with #icrosoft "(6 in &arcelona, $pain at the world5s largest
industry trade show called the #obile !orld "ongress. L and #icrosoft linked an
agreement for strategic collaboration. L wanted to use #icrosoft !indows #obile 6$
as its platform for its smart phones. %his decision to select #icrosoft as its operating
system for its smart phones was one of the pu77ling announcements. %hus, right from
the outset, L started off on the wrong foot in the smart phone business. !hile pledging
to make a slew of smart phones, it had no solution for the !indows 6$5 lack of
applications.
L company also made another strategic mistake 8 %he then "(6 said the key trend
handsets for 200/ would be the user interface. %he 9I is focused more on how one uses
a handset, rather than on what to see 8 due to its focus on making usability easier.
As it collaborated with #icrosoft in 200/, #icrosoft was having its own problems. Its
plans to launch a replacement for !indows #obile kept being postponed. As #$ failed
to come up with an effective solution, L ended up the looser.
!ith each :uarter of 2000 came reports of losses 8 L5s market share sank to under 002
and the company posted ;0/0 million in the third :uarter of 2000. As late as the first half
of 200/ 8 L electronics was congratulating itself on highest ever earnings, <ust two
years later it was in acute crisis
&ut, by the launch of .e=us series and 6ptimus series, L mobile India has drafted a
strong growth strategy to gain 002 market share in the smart phone business by
December 2001.At present, L5s smart phone market share in India is below >2. %he
smartphone market is dominated by 1 ma<or brands 8 $amsung, &lackberry, Apple and
.okia.
LG Advertisements and Sponsorships
L (lectronics sponsored the (nglish football club !eyside ?overs from 2002 8
2001.
L sponsored &ra7illian football club $ao @aulo 3" from 2002 8 200/.
L currently sponsors the Australian 3ootball League.
In 200-, L became sponsors of (=treme $port 3ree7e 3estival an technology
partner of 3ormula 0.
L sponsors the L #obile !orld "up te=ting competition.
L #obile also sponsors London 3ashion !eek and L #obile Arena in
&irmingham.
Environmental Records
L5s mobiles are listed in reen@eace5s guide to greener electronics where its
ranked 0Ath )with %oshiba+.
L was filed with a penalty point to meet its commitment to make polyvinyl
chloride)@B"+ free plastic by the end of 2000.
All of L5s mobile phones are now free from @B".
L India sales head ?akesh upta says the company will e=pand reach from A00
retailers at present 8 in about >04*0 touns in India to generate ma=imum smart phone
business. L will launch another 204A0 new smart phones before Dec 2001. %he new
smart phones will cover all price points.
Cowever the focus of L, which launches it5s 6ptimus @ro 8 with 0., h7
Dualcomm $napdragon *00 :uad core processor with the largest battery capacity in its
class at A010 mAh. It will compete with smart phones from &lackberry, Apple, $amsung
and .okia.
L is e=pected to increase its market share by 002. in 200A. Apart from focusing on the
first @, product of marketing in introducing new products 8 they are all set of new
promotions and campaigns with a special emphasis on ?ural marketing. L is
strategising on becoming a &2& leader. 6ur proucts will evolve around three aspects '
#ore @roducts
#ore ?each
Less @rice
%o tap more mobile customers.