SEOUL, 12 March 2007 -- LG Electronics Mobile Communications Co. (LG) has adopted an aggressive strategy to boost its market share in the global mobile market and particularly in Middle Eastern, Asian and African markets despite stiff competition. The Seoul-based worldwide technology leader invited over 70 journalists from 12 countries in the Middle East, Asia and Africa to the South Korean capital last week for a firsthand look at new products and future technologies.

LG aims to be among top three mobile handset suppliers worldwide by expanding its share in these regions from its current four percent to 9.5 percent by 2010.

Given the rapid growth of the 3G market and LG's position in the global market, the company is also targeting sales of 78 million handsets globally, including more than 13.5 million GSM units in the Middle East, Asia and Africa in 2007.

Bae, Jae Hoon, executive vice president, overseas sales and marketing division of LG Electronics Mobile Communications Company, said "The Middle East, Asia and Africa are a vital part of our long-term strategy of becoming one of the top three handset companies globally by 2010, because we expect these markets to grow at double digit rates every year. We will continue to invest resources to increase our competitive advantage and double our market share by 2010 in these regions."

During the press tour, themed "Shining Moments with LG", journalists visited the facilities where LG's cutting edge mobile phones are designed and produced and briefed on upcoming products including the premium LG Shine and PRADA Phone by LG.

LG and PRADA, one of the world's luxury brands, earlier this year introduced PRADA phone by LG, a unique, sophisticated and elegant mobile with innovative touch screen technology.

The new LG Shine is the second installment in LG's premium Black Label series, and is expected to be "another multimillion seller like last year's hit LG Chocolate."

"In 2006, LG solidified its reputation in the world mobile market with LG Chocolate," said Dr. Skot Ahn, the newly appointed president and CEO of LG Electronics Mobile Communications Company. Ahn is intent on recognizing emerging trends in the mobile industry and creating innovative products that capitalize on those trends.

The LG Chocolate won numerous design awards last year, including the prestigious red dot award and the Design for Asia award from the Hong Kong Design Center last November, for both its breakthrough design and its impact on consumer lifestyle. The feature-rich, slim LG Shine is designed with a sophisticated, yet highly trendy "styled in metal" concept.

It is super-slim handset with a trendy mirrored LCD front that magically transforms into a high-quality color screen when the phone is activated. The super-slim and sleek design belies its high-tech functionality which includes a 2.0 mega pixel camera and a convenient scroll key function on the front.

"LG will also introduce price competitive models along with its premium products such as its Black Label series to provide its unique and advanced user experience to a wide audience segment, and thus expand market share," Bo H. Choi, team leader/vice president, Asia, Middle East & Africa Business Team of LG, said.

Choi added: "LG will continue to introduce innovative technology and products for the mobile environment to provide the best possible mobile experience for consumers at all levels."

Kang-Heui Cha, senior manager, mobile communications design research lab, said "LG has combined its cutting edge design and technological capabilities to create a more emotional experience for customers with the launch of its Black Label series product category last year," adding that this year also, LG will keep the momentum going by continuing to focus on handset style and usability.

By Khalil Hanware

© Arab News 2007