LG and time to market: a lesson still not learned

LG and time to market: a lesson still not learned

If there is one thing that LG got wrong last year it's timing. The V30, despite being one of the best devices on the market, lost some opportunities because of its late launch. Unfortunately, it seems that LG still hasn't learned from its mistakes, since the G7, according to the latest rumors, will arrive in April.

The sad fate of G6, Q6 and V30

Timing matters, for some brands more than others. Some manufacturers can afford to release devices or features after other manufacturers without it having a negative impact on sales. Others are not so lucky, and I think LG is one of them.

I don't question the brand's experience, nor the quality of the devices it released on the market last year. Because it must be admitted that the G6, Q6 and V30 are all good smartphones, with great overall quality and performance. And all three of them did somehow standout, at least at the launch: the G6 introduced an 18:9 display (which was later integrated in other flagships from OnePlus, Huawei and Samsung), the Q6 presented itself as the mini, cheaper version of the G6 (although at the time of the Q6's launch, the G6's price had fallen to match the price of the Q6, making it a bad deal) and the V30 totally won me over.

And then? What happened to these three contenders? They are a bit lost in the crowd. They haven't managed to win over users the way the brand had hoped. And this is the ultimate goal to be achieved: to be liked well enough to end up in users' pockets. This wasn't the case for the G6, which unfortunately did not manage to balance the accounts of the mobile division, and even the Q6 and V30 were not able to stir up fanfare. Competition is fierce and for a device priced in the same range as the Q6, around $300-350, there's a lot of competition. The V30 could have done better with the camera, at least with the point and shoot, which is of most interest to most users. Of course, the V30 still has time to redeem itself, but 2017 has come to a close, and it came onto the market too late.

lg v30 cameras
Would a better camera convince you to buy it? / © NextPit

New year, same mistakes?

Having said that, we hoped LG had learned the lesson on timing, but... apparently that is not the case. The latest rumors say that the G7 (assuming for now that this will be the official name of the successor to the G6) will be produced in March and will arrive on the market in April. Yes, April, two months after MWC.

At MWC, Samsung and Huawei will present their latest and greatest, and we know what they're capable of. The buzz around the Galaxy S9 is growing, while the P20 promises a camera module made up of three sensors. In short, neither Huawei nor Samsung are getting caught up waiting for the G7 to arrive.

It's not by chance that the main rivals of the V30 are the Note 8 and Mate 10 Pro. Releasing the G7 in April will ensure the high-performance Snapdragon 845 can make its way on board, though arriving later than the compatition won't be a help to the manufacturer, which is already having some difficulty getting noticed. The S9 and S9 Plus, which will be presented at MWC in Barcelona, will have the latest processor from Qualcomm (at least the US version will, others will have the equivalent high-performance Exynos 9810), while the P20 will have the AI-centered Kirin processor.

AndroidPIT LG G6 9324
The G7 will probably have an iris scanner. / © NextPit

Hitting the market in April won't help the G7 stand out among its rivals. In order to get noticed, the G7 should come with a smaller price tag to get a bit more attention. Even a bit of work on the user interface could help, as it's starting to look a bit outdated compared to the competition. That's a matter of personal taste, though. The South Korean firm continues to offer interesting audio features, but these don't seem to be a deciding factor for most users. So, it's rumored that the brand will refresh the look of the G7. We'll have to wait and see what LG is capable of, because Samsung isn't expected to change things up with the design of the S9.

In your opinion, what should LG do to boost sales of their new devices? What would make you choose Samsung or Huawei over an LG smartphone?

Liked this article? Share now!
Join the discussion


Write new comment:
All changes will be saved. No drafts are saved when editing
Write new comment:
All changes will be saved. No drafts are saved when editing

  • James Olendorf Jan 18, 2018 Link to comment

    They certainly need better marketing. They should also release carrier free editions whenever they release a new model. A Google play edition would be great.

  • Russell Jan 18, 2018 Link to comment

    I tend to disagree that launching after Samsung and Huawei is a bad idea. One of the big issues LG created for themselves last year is the fact they decided to launch early with a Snapdragon 821 processor, which was about to be replaced. Obviously Samsung had a lot to do with this decision after stock-piling the Snapdragon 835 processor, however in hindsight would LG have been in a different position if they launched 2 months later?

    LG's main problem, and this has been the case for years now, is their poor or lack of marketing spend promoting their devices. This compares to Samsung and Apple, who see the value in pushing a product with a lot of (advertising) noise. The same can be said of Huawei over the past 2 years.

    Exposure to your intended market certainly gives your market a much greater opportunity to compare your product with the competition, especially when your product is on par with their offering.

    • Brittany McGhee Jan 18, 2018 Link to comment

      Great points, Russell!

    • Braulio Queiroz Jan 18, 2018 Link to comment

      I have the same opinion that you. Lack of Marketing spend promoting. If at least LG use their save money to make their products more cheaper, It would be a self promotion by users. However, what we have seen the last years is that LG devices are expensive or the same price than its competitors

      • Russell Jan 19, 2018 Link to comment

        Thinking further about their lack of promotion, part of the problem is that they actually don't know their intended audience well. And if you don't know your audience well, you don't spend big $$$ advertising to them.

        LG don't seem to have the same goals of market domination that Samsung do, but they certainly could increase their share if they targeted a specific audience. Surely a more vanilla Android experience on a premium device would appeal to more people, and would be much easier to promote?

        I don't think LG need to lower their price. They've proven over the years they can make high quality devices (especially being backed by Google with Nexus and Pixel devices) and the G6 and V30 aren't getting bad reviews. LG don't seem to back themselves. Let's hope the lesson learned for LG is to just to have a little faith in their products - if they promote the G7 (or whatever it will be called) half as much as Samsung does with the S9, they could easily sell at the same price.

Write new comment:
All changes will be saved. No drafts are saved when editing