Who hasn’t noticed LG’s latest move? More importantly, who stayed indifferent to its message: “it’s being smart that counts”? I questioned myself quite a lot on this. Did LG really see a gap for smartphones with no aesthetic at all? How about Apple’s slick iPhone 4, the Nokia N8 and C7 or even the latest HTCs? Is product design and aesthetics really not a key aspect of the offering for a smartphone today?
Relying on my Telco experience, all high-end smartphones are pretty much aligned in terms of performance today. There was a time when Apple managed to surprise everyone with ground-breaking technology but this has now been matched by the likes of HTC and Android devices, and Apple’s strong appeal now only relies on its brand equity and the success of its App Store. In this context, making a claim about a tiny detail can make the difference: an aesthetic detail, HTC Sense “lock and track” feature that allow a user to remotely control a stolen or lost device, an App Store and you name it.
So why would the LG Optimus One‘s claim only be about being smart, at the expense of, not only discarding any info about its design, but worse, claiming that they do not value it s a brand. Back to the ad (above), you will notice that the packshot is showing more than one angle – is that not showing off the phone’s design? And how about that partnership with Kelly Brooke? Don’t get me wrong, I’m sure she is also very smart.