LG launches mobile phone business in RP

In a low-key event held at Max Brenner Chocolate Bar last Wednesday followed up by a high-profile party at Embassy resto-bar the next day, LG Electronics Phils. Inc. formally launched its mobile phone business in the country.

Better known locally for its white and brown lines, LG Electronics Phils. is bringing in the full might of LG Mobile, a leading manufacturer of UMTS (WCDMA), CDMA and GSM handsets and which is also rapidly establishing a global presence with a growing international market share in 3G handsets.

"LG combines dynamic design and user-friendly advanced mobile communications technology and we are putting into place an innovative marketing that aims to propel a significant mobile phone presence," said Jeff Hong, president and CEO of LG Electronics Phils. Inc.

"These cutting-edge handsets reflect new steps forward in LG’s successful integration of design and functionality, and we are excited to introduce the phones to consumers in time for the holidays," he added.

In launching its mobile phone business in the country, LG also showcased several feature-packed units designed for multimedia applications, high-speed downloading, and location-based services. Aesthetics also take center stage with designs and form factors that heighten the users’ experience.

A prime example is the award-winning LG Chocolate Phone, a sleek and stylish black slider phone that is a work of art in appearance and functionality.

Since its global launch last May, it has been a recipient of three international design awards. Not to mention the reason why the event was held at a chocolate bar.

"Forget what you think about mobile phones. Because LG Mobile is set to send all other phones straight into the past," said Ben Valencia, department head manager of LG Mobile Phones Phils.

The 1.3-megapixel, camera-equipped LG Chocolate Phone, also called the KG800, is the banner phone of LG Mobile Philippines and is currently driving unprecedented growth for LG Mobile worldwide.

It has a touch-sensitive keypad, a microSD memory slot, and Bluetooth connectivity, and is also a music/video player and camcorder.

The LG KG920, on the other hand, is a celebration of LG technology. This handsome silver music-playing handset packs a strobe flash-equipped, five-megapixel auto-focus CCD camera with a 180-degree rotating body.

It also has a super-sharp and crystal-clear two-inch QVGA LCD screen for VGA-level video at 30 frames per second, Bluetooth, USB port and miniSD memory.

Another LG handset is the KG320, a candy-bar phone with a 1.3-MP camera with LED flash that can shoot video in MPEG 4 format, a 1,000-entry phonebook capacity, a 1.77-inch 256,000-color 176 x 220 display, and has a generous 128MB onboard memory.

LG’s entry-level handset is the KG220 clamshell. Dubbed the "butterfly" for its compact and slim exterior, the KG220 offers both camera and video capabilities, including built-in flash, all displayed on the 65,000-color display. It even has zoom in/out, close-up, and landscape functions.

"Mobile phones are an indispensable part of our lives, representing much more than just a means of voice communication," said Valencia.

"The lineup we are presenting today and those that are already in the pipeline for launching in the next few months represent hubs of communication, enter-tainment and style. While direct communication will continue to be the primary role of a mobile device, LG believes that worldwide consumers are ready to make their mobile phones their all-in-one entertainment device," he added.

With this launch, LG Mobile Phils. hopes to replicate the company’s worldwide success as it once again secured the No. 1 position in the CDMA handset market globally and the No. 2 overall position across all mobile phone technologies in North America.

LG also strengthened its position as a GSM handset manufacturer, securing the No. 4 position just two years after the launch of its first GSM device.

LG has been named the fastest growing mobile phone brand in North America, according to Strategy Analysts Inc. It has also gained a leading status in Europe, Australia, and the Middle East, as well as in various CDMA and GSM markets in Asia.