LG's family tree of smartphones just gained another branch.
The South Korean electronics conglomerate on Thursday showed off the
V10,
a smartphone with a unique, secondary ticker screen atop the main
display that shows commonly used apps, weather information and time. It
also sports a pair of front-facing cameras for higher-quality selfie
photos.
More important than any specific feature found on the
V10 are LG's ambitions for the smartphone as the foundation of a new
franchise. The company said it is already planning a sequel device next
year and believes the larger screen will give consumers another premium
alternative to the iPhone 6S Plus and Galaxy Note 5.
"This is
the beginning of a new series," Ramchan Woo, vice president of product
strategy for LG, said in a roundtable session with media.
The V10 with its 5.7-inch screen marks a more concerted effort by
LG to build a competitive phablet, a category of larger handsets that
look like a cross between a phone and a tablet. It's a market that has
grown, thanks in part to Samsung and its Galaxy Note franchise. While
Apple doesn't break out specific model sales, the addition of the iPhone
6 Plus with its 5.5-inch screen helped turned last year's generation of
iPhones into the company's best-seller of all time.
LG is hoping for some of the interest in phablets to rub off on the company.
The brand challenge
Where Samsung and Apple both extended their well-known brands to their
phablet lines, LG has opted to create a new brand altogether.
"I
can't think of another major vendor with a flagship line and a premium
materials line," said Ross Rubin, an analyst at Reticule Research.
LG executives debated whether to stick with the G brand, which it uses
for its flagship G4 and its G
Flex 2 smartphones, or try something
different, Woo said. It chose to go with V10 to create a product without
ties to the rest of its portfolio. It also wanted a number that was
higher than four (as in G4), Woo said in a follow-up interview.