LG Electronics has been gearing up to strengthen its after-sales service ahead of the launch of its next-generation smartphone `G7 ThinkQ`. It is a strategic move to engage consumers with a new strategy of `long-wearing smartphone` by strengthening post-service and operating system stability.

LG Electronics held the opening ceremony at the `Software Upgrade Center` (hereinafter referred to as `the center`) at LG Science Park in Margok, Gangseo-gu, Seoul on April 10. Chief executives of LG Electronics vice chairman Cho Jin-jin and vice-president of Mobile Communications (MC) business division (Hwang Jung-hwan) attended the ceremony.

Mr. Cho said, "We will show confidence that `we believe in a stable and continuous upgrade and that we can use it for a long time.` "We must humbly accept customers` voices and always maintain optimal performance as a new phone," said Cho. "Try hard to ensure that our customers always have reliable and fast service with unmistakable support.”

Mr. Cho, who attended the opening ceremony of the Center, is unusual that he has shown a willingness to normalize its smartphone business quickly. LG Electronics` smartphone business has been stagnant for the past 12 consecutive quarters. In order to reverse this, LG Electronics presented a strategy of "long-lasting phone" at Mobile World Congress (MWC) 2018 held in Barcelona in February last year. We believe that restoring consumer confidence with the long tail strategy is the first priority. Instead of introducing new brands that have been reviewed in the past, it seems to have followed the strategy of maintaining the existing brand `G`.

On the same day, the center has a display platform, operated on March 20 to speed up OS upgrade and systematic management of smartphone customers. It will give consumers an image of a reliable smartphone to give a permanent organization an occasional OS upgrade.

LG Electronics plans to deploy key development personnel such as apps and operating systems in the center and collaborate to enable post-service services to lead to new developments. LG Electronics officials said, "We will improve the OS and application problems that will be performed by the center after-sales service, and we will cooperate with the development team in this regard." To this end, the center continuously monitors whether various apps and new user environment are stable after OS upgrade. It also plays a role of listening to customers` voices and taking prompt action on errors and complaints.

LG Electronics plans to upgrade LG V30 OS in December of last year and LG G6 upgrade later this month. In addition, LG Electronics plans to support customers in all countries where LG smartphones are sold, as well as Korea, to receive the same level of service regardless of usage environment.

By Kim Ji Young kjy@


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