new horizons

- Apple dropped about ten years ago, the market completely revolutionized with the first iPhone. Since then, devices become more advanced. Slowly, however, the cake seems to run out. Producers look for the 'wow moments' in other categories.

Apple competitors like HTC, Samsung and Huawei put increasingly on reliability rather shocking new features. A fast processor, good camera: it is important, but now all the high-end devices have these capabilities. Of the major players this year is actually one company that still bet on something completely new: LG.

The Koreans finches with the G5 all important boxes: a powerful chip, a good camera and a good screen. But the device does something remarkable: with one push of a button the bottom of the device can be disconnected the battery is removed. The idea is that an accessory can be placed in this opening. The company launches first two of these Friends, like LG calls the accessories, but other 'friends' in the pipeline and it involves third party to. 'On a ontwikkelaarsdag in Korea were about 300 people off,' said Bas Dekker, commercial director at LG Benelux.

Although LG expects much of the device, it is also working to tap new markets. So is
virtual reality a new sector of the market is open. Competitor Samsung already has a seat in which users can post their Samsung smartphone and they can then look around in virtual worlds. HTC is looking for it to the
high-end side of the market with the Vive glasses.

'I believe unconditionally in the emergence of 360-degree videos,' said Dekker. By this he refers to videos where the viewer entirely to have a look around. Sites like YouTube and Facebook support this new media form already Dekker. 'In addition, you will definitely see that gaming VR is going to take an enormous flight. '

Another popular category is that of the
wearables, portable gadgets. Especially in athletes seem to catch on the devices, eg to track mileage or calories lost. The category received much attention when Apple launched its own smart watch, but even the iPhone-maker seems to have struggled to convince consumers of the benefits of a portable gadget. Dekker: 'We thought the whole market would get a boost, but it is clear that we are at the beginning. '

Currently, most wearables are virtually useless if they are not linked to a smartphone. LG CEO believes this offers opportunity to boost the product sector, namely by making the devices independently a lot more useful. That could give its own data connection including through a smartwatch. 'We think it's quite normal to have a smartphone in a case to your arm while running,' explains Dekker. 'But that's really not necessary. '

Finally, educate businesses on the so-called 'smart-home segment, a market where LG has been operating for some time. Homeland in South Korea, the company sells include some household appliances that can communicate via chat app Line. In our cold little country currently happening most in the field of smart thermostats and lights.

Dekker sees some barriers in this category. 'You have to ask yourself: do you want a smart home or a home easy?' By this he refers to the tangle of standards and compatibliteitsproblemen that exist. Many devices 'talk' hardly with each other, automation of the household can make it difficult. 'Look, dear, we would see of course that someone buys everything from LG, but even if that is not the case, it must work together! This is crucial to get this whole new market from scratch, 'said Dekker.