FRUM

LG Electronics’ smartphone business found itself in a situation in which it was not easy to expand in the market, as it had neither the clearly differentiated customer experience nor the technology needed to thrive alongside its powerful competitors.

FRUM presented what would be the best direction for LG Electronics to go in in terms of customer experience identity for smartphones in the current Fourth Industrial Revolution, an era that emphasizes artificial intelligence, connected environments and virtual reality.

To achieve this, LG Electronics defined its own DNA and established a differentiated product identity using the results of careful analysis of corporate philosophy, the legacy of mobile products, current assets and future values ​​to pursue. The resulting product identity will be implemented in LG Electronics’ software and hardware step by step, following the roadmap we created.