LG G3 smartphones attempt to out-Apple Apple
Tom Dougherty, CEO – Stealing Share
28 May 2014
The new LG phones are no different than the rest
LG has decided that the way to gain market share in the smartphone category is to embrace the idea of simplicity when concerning the LG G3 smartphone.
Quite a stretch for a company that brought us the curved screen phone a year ago. More of a stretch if you are trying to pry market share away from Apple and Samsung.
“I wonder what is wrong with the marketers at LG? Can they out-Apple Apple? Can they out-Samsung Samsung?”
The smartphone category has never been about bells and whistles. That is, unless the market for taking your own pulse with a phone is bigger than I can imagine.
I wonder what is wrong with the marketers at LG? Can they out-Apple Apple? Can they out-Samsung Samsung? I think if they looked for an available niche promise in this market they might find that Apple owns simplicity. LG, well, it owns large appliances. The market is mostly unaware of its history as the maker of phone screens.
What does the market covet, in terms of a viable brand in the smartphone market? The manufacturers think it is mega-pixel cameras, screen resolution and water resistance. These are all great, but they are not why the market buys devices.
The market, believe it or not, has become somewhat mature. As such, product features are just a means to segment the market and appeal to slivers. The market chooses by brand identification and the promise of what that purchase says about itself. It is not about size, pixels, or curved screens— unless Apple or Samsung bring it to the market.
At some point, large smartphones begin to look garish, like those clown sized remote controls that are for sale in supermarkets and Walmart. The era of the super-sized boom box has not arrived in smartphones. The leaders in the market seem to intuitively understand that. They have opted for smart and simple. Oops, did I say simple? Well, there is differentiation for you.
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