LG: Windows Phone 7 launch could have been better

LG has gone on record saying that Windows Phone 7 hasn’t performed as well as it thought it would, following the launch of the mobile OS in October.

“From an industry perspective we had a high expectation, but from a consumer point of view the visibility is less than we expected”, James Choi, marketing strategy and planning team director of LG Electronics global told Pocket-lint in a one-to-one interview.

“LG has been closely collaborating with Microsoft from the beginning. What we feel is that it is absolutely perfect for a huge segment out there. What we feel is that some people believe that some operating systems, mainly Google, are extremely complicated for them. But Windows Phone 7 is very intuitive and easy to use”, explains Choi when we asked how it was all going.

One of the problems, cites Choi, is that some believe that the OS is so easy to use that it’s a bit boring.

“For tech guys like us it might be a little bit boring after a week or two, but there are certain segments that it really appeals to. We strongly feel that it has a strong potential even though the first push wasn’t what everyone expected”.

If that raises doubts as to whether the company will continue to support Microsoft’s new mobile phone operating system, it shouldn't.

“From a vendor perspective having that balance is critical, being dependent on one OS is not beneficial for us. That’s the same with not just the manufacturers, but the operators as well”, Choi tells Pocket-lint when we asked whether that meant that we would see a shift to more successful platforms like Android.

“There is a need and demand from the operators saying there is too much ‘Android’ in the portfolio. In that sense LG always tries to balance our portfolio, and that’s not just in sense of hardware but OSes as well”.

How does Choi see LG tackling that problem and growing the LG Windows Phone 7 portfolio?

“There is a lot of scepticism at the moment, but once Windows Phone 7 handsets that are mid-tier to low tier start appearing the market share will grow. Right now it’s only exclusively present in a high tier, because of its hardware requirements, and that’s limiting growth".

As for when we can expect new LG Windows Phone 7 handsets, Choi wasn’t letting on, although with Mobile World Congress in February and a major update from Microsoft (Mango) expected sometime over the summer you can be sure that LG will be at the forefront of any new push that Microsoft has planned.