EE is the latest operator to sign deals with LG for the launch of its flagship device, the LG G2 smartphone.
The deal sees EE join Carphone Warehouse, O2, Three and A1 Comms in what is the manufacturer’s biggest ever partnership programme yet, to support the launch of the LG G2 in October.
The manufacturer has also signed multimillion pound sponsorship deals with ICC Cricket, Manchester City and Swansea Football Clubs and Formula One as part of a major marketing programme.
LG Mobile’s partners are primed to promote the LG G2 as a high end device with a low price point, supported by front of store marketing, staff training and experiential instore activities. Pricing is expected to range between £32 and £36 per month with no upfront payment.
Carphone Warehouse CEO Graham Stapleton described the LG G2 as ‘an impressive piece of kit’ that had generated ‘a huge amount of excitement in the industry.’ He said: ‘LG are known for their innovative design and this definitely doesn’t disappoint… It’s a great all-rounder and we’re expecting the G2 to be a very popular choice.’
EE confirmed the phone would be available on 4G from launch. Sharon Meadows, EE devices director, said the LG G2 is ‘a high end smartphone performance with a unique form factor’ which EE will sell at ‘a great price point.’ Tom Malleschitz, Three marketing director, said the LG G2 is a ‘true powerhouse smartphone - that also has an attractive, stylish design.’ David Johnson, O2’s general manager of UK devices, said the LG G2 would be part of O2’s 4G flagship smartphone range. Johnson said the G2 is ‘an exciting challenger to some of the established flagship smartphones’.
Analysts said the G2 added impetus to LG’s rising fortunes. Strategy Analytics director Neil Mawston told Mobile: ‘LG is on the comeback trail. Whilst its [global] share of the smartphone market was around 1% in the first half of 2012 it was at 2% in the same period this year. Sales are definitely picking up and the G2 is another significant step forward in terms of LG’s portfolio.’
Andrew Coughlin, LG head of mobile communications, said: ‘The LG G2’s innovative design and superior features deserve to be showed off, and we think we’ve built the perfect platform to do this. Through our partnership programme and strong marketing campaign, we believe people will be able to recognise just how special the G2 is as a handset.’
Nexus 4 drives LG push in UK
Figures from technology analyst IDC’s Mobile Tracker show LG shipments are up 354% in Q2 in the UK, from just over 90,000 to over 420,000 this year. Market share has also risen in the period from 1.3% to 5%, overtaking both Nokia and HTC, according to the analysts.
IDC analyst Francisco Jeronimo said the success of the Nexus 4 had increased LG’s profile with consumers, operators and retailers ‘ which will help drive G2 sales.’