LG’s newly appointed UK head of mobile Warren Lewis faces a tough battle to regain market share in the UK, analysts warned this week. Lewis takes over from former head of mobile Jim Michel, who quit LG in June. Michel’s departure was closely followed by marketing director Alex Windle, who leaves this month after just one year at LG.
CCS Insight MD Shaun Collins said: ‘It’s a tough job. LG is one of the most pressured vendors in the UK market. They are finding it very difficult to position their products in the right space.’
Collins said one of Lewis’ first tasks should be to address the mobile team’s morale. ‘He will need to re-energise the team, who seem worn down from being constantly bashed by their clients.
‘But LG is here for the long run and it does have good devices and a long history with Windows Phone 7 and Android, so there are lots of positives too,’ he added.
Strand Consult MD John Strand said: ‘Changing the head of mobile in the UK will not change the products. LG needs to deliver more innovative products. It must reinvent itself once more.’
Another analyst, who declined to be identified, said: ‘LG’s head office in Korea tends to have huge control over its regional offices, ruling them with an iron grip. That is the challenge.’