LG has spoken to Pocket-Lint about the performance of their Windows Phone 7 handsets.
â€œFrom an industry perspective we had a high expectation, but from a consumer point of view the visibility is less than we expected,â€ said James Choi, marketing strategy and planning team director of LG Electronics global.
LG is looking into explanations for this under-performance, but did not blame the OS itself.
â€œLG has been closely collaborating with Microsoft from the beginning. What we feel is that it is absolutely perfect for a huge segment out there. What we feel is that some people believe that some operating systems, mainly Google, are extremely complicated for them. But Windows Phone 7 is very intuitive and easy to use.â€
â€œFor tech guys like us it might be a little bit boring after a week or two, but are there are certain segments that it really appeals to. We strongly feel that it has a strong potential even though the first push wasnâ€™t what everyone expected.â€
Despite the feature set of most Windows Phone 7 handsets being near identical, LG has consistently in our and other surveys been pegged last amongst the big 3 Windows Phone 7 OEMs – Samsung, HTC and LG.
Of course most watchers would be able to offer LG a pretty simple explanation â€“ their handsets lack attractive industrial design, something which we are often surprised a company as large as LG can not seem to understand.
LG was however not giving up on Windows Phone 7, noting there was carrier demand for the OS.
â€œFrom a vendor perspective, having that balance is critical, being dependent on one OS is not beneficial for us. Thatâ€™s the same with not just the manufacturers, but the operators as well,â€
â€œThere is a need and demand from the operators saying there is too much â€˜Androidâ€™ in the portfolio. In that sense LG always tries to balance our portfolio, and thatâ€™s not just in sense of hardware but OSâ€™s as well.â€
LG pegged its hope on future Windows Phone 7 success in cheaper handsets in the future.
â€œThere is a lot of skepticism at the moment, but once Windows Phone 7 handsets that are mid-tier to low tier start appearing the market share will grow. Right now itâ€™s only exclusively present in a high tier, because of its hardware requirements, and thatâ€™s limiting growth.â€
We would advice LG that this is exactly the wrong route to follow.Â Consumers are more than ready to pay handsomely for devices that exude quality and performance, and LGâ€™s thick, plasticy devices have just not been inspiring.Â Â Our advice â€“ buy a design company, and make the next LG Chocolate BL40 run Windows Phone 7.
Read the full interview at Pocket-lint here.