New Delhi: "LG! Why would I even buy an LG phone?" is an oft repeated exclamation that many of us would have heard. Such disparaging remarks are indicative of many things that haven't been quite right with the South Korean electronics giant in the smartphone scene. But 2013 has brought in the beginnings of the change in LG's fortunes and also the perception of the brand in the minds of the Indian consumer.
Once upon a time LG too had a decent share of the smartphone market and then Samsung introduced its first Galaxy smartphone to take on the Apple iPhone back in 2010. The success of Samsung's Galaxy phones altered the smartphone universe and left its competitors such as LG struggling build their smartphone stars that could shine bright in this new smartphone sky.
It was perhaps the hurry to counter the competition that had LG faltering. After the lukewarm response to its initial range of Android phones, LG attempted, some albeit not so successful, innovations. One was its 3D phones. The Optimus 3D in 2011 and the Optimus 3D Max in 2012 couldn't take LG into the smartphone dimension it wanted to be in.
Meanwhile, Samsung had the gas pedal fully pressed. One of Samsung's biggest successes was initiated when it introduced the first-of-its-kind Galaxy Note smartphone with a 5.3-inch display in late 2011, which was embraced by tech buffs with open arms and this was the precursor to the phablet deluge of today (Even though Dell was the first company to come up with a 5-inch device, it was Samsung that set the trend)
On seeing the wide acceptance of Samsung's Galaxy Note and its upward going graph, LG retorted with its own 5-inch but in a weird and difficult to hold squarish Optimus Vu in only a few months after Galaxy Note's arrival. Unveiled in early 2012, the Optimus Vu came to India almost after 6 months and expectedly failed to woo buyers.
The first light at the end of the long dark LG tunnel came in the form of the Optimus G in the second half of 2012. The Optimus G heralded the new LG that was to become even more prominent in 2013. Having reviewed the Optimus G, I could sense back that this was only a sign of better things to come for the company and also us consumers.
The turning point, however, was the announcement of the LG-manufactured Google Nexus 4 in late 2012. The phone was an instant hit and pushed LG's sagging brand up.
What began in late 2012, continued well into 2013 and LG re-evolved, regained its reputation, and began to slowly but surely collect back a decent share of the smartphone market.
Fortune favours the brave and LG did display some courage in 2013. Rolling up its sleeves, LG remained active throughout the year and didn't let go of any opportunity. As the year began, LG introduced the successor to the Optimus G, the Optimus G Pro. The phone was not as great as it predecessor, but it still made it to our recommendation list because of its powerful performance, impressive display and quality camera.
What played an instrumental role in resurrecting LG in India was the launch of the Nexus 4 in India, that happened in early 2013. The arrival of the Nexus 4 in India was no less than a surprise. It came at a time when all - from tech pundits to enthusiasts - had lost the hopes of the Nexus 4 launch in India, even though LG made the Indian consumers wait for almost seven months since the Nexus 4 was first unveiled.
What helped LG win hearts was the attractive pricing of the Nexus 4. It came with a price tag of Rs 26K in times when other phones with similar configuration were priced at around Rs 40K. The competitively priced Nexus 4 took people back to the LG showrooms.. By bringing the fourth-gen Nexus phone to India, especially when India had missed the Samsung-made second- and third-generation Nexus phones, LG earned the goodwill of the technology enthusiasts and that percolated further. And the availability of the LG-Google Nexus 5 in India, in no time, further strengthened its reputation and presence in the Indian market.
Meanwhile, the introduction of the LG G2 a few months back proved to be another pivotal event in redefining LG. When companies were busy in improving software technologies, LG took an altogether different route, and, in addition to introducing improved software and technologies, it showed the world a welcome innovation on the hardware front. The highlight of the G2 is its rear buttons. The phone is devoid of side buttons and both the power key and the volume rocker key - which are traditionally found on the sides - have been integrated into a single rear key located at the back just below the rear camera. The position of rear key fits into the style most of us hold a phone.
While the LG G2 was presumed to be the last innovative product from LG for the year 2013, the company surprised us with the introduction of its curved display smartphone - the G Flex. Though Samsung became the first company to introduced a smartphone with a curved display, but LG trumped Samsung in bringing a curved smartphone to India.
Unlike the Samsung Galaxy Round that curves from left to right, LG's G Flex goes orthogonally from top to bottom.
There have been moments and events this year when LG was observed doing what we had not seen in a long time. Whether it was the Nexus phone launches in India, or the introduction of phablets with an all-new design, or bringing to India what can possibly usher in the next round of smartphone innovation - a curved phone, LG stood out with its efforts to regain its lost position.
What LG still lacks is the marketing muscle that Samsung so successfully employs and 2014 could be the year when that might also change.
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