LG G7 ThinQ: Market Outlook and Landscape

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Report Summary:

LG has introduced its newest flagship smartphone in New York and Seoul, the LG G7 ThinQ. The G7 ThinQ is a flagship smartphone with a solid feature set, good technology with availability expected early June. While the G7 ticks the major boxes from a technology perspective, its fate will be determined by marketing and promotion especially in the US market which accounts for over half LG sales. 

LG dodged a bullet with the brewing trade skirmishes between US and China temporarily at least preventing the world’s number three vendor Huawei from entering. Additionally, the enforced exile of ZTE opens a window of opportunity in the mid-tier volume segments in US and worldwide. For the G7 ThinQ to succeed in a market dominated by its larger South Korean rival, LG must aggressively expand its advertising and marketing and operator channel support. How willing is LG to invest in creative new marketing campaigns directly and with operators? Can LG overcome its huge brand disadvantage, inferior brand conversion metrics and significant retail representative inertia to significantly impact market share?


Table of Contents

Executive Summary     3
Brand and Marketing rules in a world of shiny smartphones 
Conclusions and Recommendations 
Key Questions for LG 
How Can We Help You? 

Exhibit 1: LG G7 ThinQ Smartphone range 4
Exhibit 2: US Android Smartphone Brand Funnel 6
Exhibit 3: LG G7 and Total Smartphone Shipments by Quarter 2018 

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