LG distribution strategy helps boost UK marketshare to 3.9%

LG distribution strategy helps boost UK marketshare to 3.9%

LG has gained significant ground this year in its bid to carve out a greater share of the UK market, the manufacturer's head of mobile Andrew Coughlin told Mobile this week.

LG’s marketshare in the UK has risen from 2.8% to 3.9% in the past year, making the manufacturer one of the fastest growing brands in the UK.

Coughlin (pictured) said key distribution deals had broadened its reach in the UK market this year, pointing to the recent exclusive deal with retailer John Lewis for the launch of its latest collection of G Pad tablets this month and its deal with Vodafone earlier this year as examples.

'We are making good progress in offering a real challenge to the incumbent market leaders,’ Coughlin said, adding: ‘LG has continued to go from strength to strength in the market this year. We have consolidated our position with our partners and enlarged our distribution, so our range of great value and industry leading devices are available on more high streets than ever before. ‘

Coughlin said LG’s strategy of offering innovative, high spec devices at competitive prices was key to boosting market share in the UK. He pointed to the LG G3’s Quad HD display and its laser auto focus camera, both UK firsts on a smartphone, as examples of this strategy. ‘This industry- leading smartphone innovation has been the cornerstone of our recent success worldwide. The G2 paved the innovation path for us in 2013, and the LG G3 has continued to push the envelope in terms of what a smartphone can do,’ he added.

Coughlin said LG’s latest G Pad tablets were designed with the same criteria in mind. He explained: ‘These are competitively priced but unlike many tablets available today, they offer more than simply a browsing or gaming experience. We have added functionality from our smartphone UI such as Q-Remote allowing the GPad to be the ‘universal remote control’ for the home for instance. Again, we believe in giving that little bit extra than the norm without hitting the consumer in the pocket.’

LG has also set its sights on the wearables market. The company laid down a gauntlet to competitors with the launch of the first Google Wearable OS smartwatch and the G Watch this year. Now it is preparing for the launch of the G Watch R, which will hit stores just in time for Christmas. The manufacturer’s products have also gained a coveted place in the first of Dixons Carphone Tech Smart store in stores, located in the company’s Currys/PC World megastores. Coughlin said: ‘Our wearable range has been also been very well received - it is early days for this segment as an emerging category however LG has great footing in this growing sector already.’

LG's deal with John Lewis sees the retailer exclusively launch the G Pad 8.0 across its store portfolio. John Lewis stores will also sell LG's other two tablets in the series, the G Pad 7.0 and the G Pad 10.1. 



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