LG Launches Viewty Phone in South Korea

LG Electronics has unveiled the Korean edition of its Viewty phone, which was previously launched in Europe in October. LG Viewty is the first high-tech category phone, in contrast to the company's popular Black Label Series of design-focused handsets.

Dr. Skott Ahn, President and CEO of LG Electronics Mobile Communications Company said, "High-tech features and premium design are two pillars of our product development direction, which is absolutely based on our consumer insight. LG's ultimate goal is to serve and satisfy every single customer individually by offering brand new experiences involving our products, whether it's emotional attachment, sensory pleasure or technological wonder."

LG says that the Viewty's target is not limited only to the handset market. LG also aims to take a share of the high-megapixel digital camera market.

The phone comes with a 5.0 megapixel camera with certified Schneider-Kreuznach lens and manual focus. ISO800, SmartLight and Image Stabilizer with a dedicated-key help users take great images in low light or while moving. However, one of Viewty's most unique features is the ability to play video at one-fourth normal speed, thanks to is high-speed 120fps video recording function. On top of that, the phone's handwriting editing and drawing function allows consumers to add a creative touch to images directly through the 3-inch LCD touch screen. Finally, a user can share his or her creative work by directly uploading it to the mobile edition of Cyworld, the Korean equivalent of Facebook. For the global version of the phone, the LG KU-990, uploads can go directly to YouTube.

The Korean edition of LG Viewty comes in three models of 7.2-Mbps 3G phone, respectively tailored to all three major Korean network service providers: SK Telecom, Korea Telecom Freetel and LG Telecom. The global edition is a single 3.6-Mbps HSDPA model for the European open market.

LG's product development strategy based on consumer insight

LG categorizes its handsets into design-focused, feature-oriented or value products. The company targets consumers by various segments including Premier, Trendsetter, etc. In all, this comes to more than 20 types of consumers in the global handset market.

The company has been conducting consumer preference surveys for these types in fourteen countries including the USA, the UK, France, Brazil, Russia, India and China, to find out what consumers really want.

Based on the findings of the study, LG plans to develop both fashion phones with differentiated styles and feature phones focused on specific technology themes such as touch screen or mobile internet. Meanwhile, LG will continue to provide stunning designs and features even in the low-to-mid tier product category.

"We've successfully established the LG brand with design excellence in the global handset market," said Dr. Ahn in wrapping up the launch event. "Going forward, LG will continue to develop hit products throughout all of our product categories."

LG Viewty was also launched in Singapore, South Africa, Malaysia, Taiwan, UAE and Thailand in November. The phone will be available by the end of this year in other parts of Asia, the Middle East and Africa.

Posted to the site on 11th December 2007