LG G3: An Android smartphone for the grownups?

It's always interesting to follow how various higher-end tech products are marketed. For the most part, at least from what I've observed, most of the marketing seems to center on persuading a well-heeled 20-something crowd that if they use the phone/tablet/wristband/whatever, they'll be using something that's fun, attractive, edgy, sexy and powerful. (And of course, by owning it, they themselves will be fun, attractive, edgy...etc. etc.)


Of course, I don't know yet how LG plans to market its new LG G3 phone, but judging from the presentation it gave in London yesterday, it's going for a somewhat older crowd that is less concerned with edgy and more concerned with ease-of-use (and, of course, status). This was especially driven home during the course of the presentation when James Marshall -- who is head of product marketing, European mobile communications for LG Electronics -- described the user interface with phrases such as "refined GUI" and "mature-feeling colors." (At this point, I could hear the snickers of a couple of younger journalists sitting behind me.)

He also described a GUI that minimizes ornamentation and repeated the mantra of the session: "Simple is the new smart." Simple -- as in for people who don't necessarily want to experiment with new apps or install their own Android launchers, but who want to pick up something that's demonstrably high-end (and presumably high-price, although we don't yet know how much the new LG G3 will cost).

And the new LG G3 will indeed be high-end, with a 5.5-in. quad HD display, 13-megapixel OIS+ (optical image stabilizer plus) camera with a LaserAF autofocus, wireless charging and a 3,000mAh removable battery.

I had a few minutes of hands-on experience with the LG G3 after the presentation, and yes, on first look it is an exceptionally snazzy piece of tech. It did feel comfortable in my hand despite the large screen, and the display looked very sharp (although it's hard to judge whether it looks that much better than its competitors without doing a device-to-device comparison). The camera software seemed easy to use (I noticed a small image of the previous photo taken up in the corner which I would find useful), and when I turned up the audio, I could hear it quite clearly, even with all the noise around me.

But however nice the camera and however sharp the display, strangely enough, it's actually the styling, the presumed ease-of-use of the interface and the battery life that I find interesting. This doesn't seem to be designed as a phone for the under-30 lifestyle. This appears to be designed for the professional who wants something that offers good looks, powerful features, a long-lasting battery and software that you don't have to study to understand.

Whether the LG G3 actually delivers these features -- well, we'll find out when the phone ships this summer.

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