LG Electronics [LG] is embarking on an ambitious mission to power over 300 million devices globally with webOS within the next three years. This strategic move aligns with LG’s goal of becoming a prominent media and entertainment platform company, dedicated to enhancing the lives of its customers by delivering valuable services and a carefully curated content collection across a range of products, including LG OLED and LG QNED TVs.
Since its initial launch on LG Smart TVs in 2014, webOS has emerged as one of the world’s most widely adopted smart TV platforms. In addition to the 200 million LG TVs worldwide, webOS has extended its support to various third-party TV brands in multiple markets.
During the recent webOS Partner Summit 2023, Dongwon Lee, Managing Director of LG Electronics EA, emphasized LG’s commitment to transforming into a media and entertainment platform company that enriches customer experiences through distinctive content and services. The summit brought together content producers, providers, developers, and industry experts from over 30 countries.
Lee acknowledged that this transformation owes its success to LG’s decade-long leadership in OLED TVs and the technological innovation of the webOS smart TV platform. To continue this trajectory, LG has allocated a substantial investment of KES109 billion over the next five years to bolster its webOS business, catering to the diverse preferences and lifestyles of consumers. This investment will primarily focus on expanding content offerings, enhancing user interfaces, and forging global partnerships with content production companies.
In a bid to offer the unparalleled convenience and extensive ecosystem of webOS to a broader audience, LG has already integrated webOS into various product categories such as projectors, digital signage, and in-vehicle infotainment systems. Furthermore, the adoption of webOS Hub by third-party brands has surged, growing from 20 to over 300 partners in just two years. This expansion has led to significant upgrades in content availability, including cloud gaming and OTT services.
The evolution of the webOS smart TV platform continues, with LG striving to provide seamless upgrades, support for new services, and ongoing refinements to the user interface [UI] and user experience [UX]. The most recent version of webOS introduces the redesigned Home Screen, featuring ‘Full Home,’ an innovative UI overlay that enhances content viewing convenience.
As part of its ecosystem expansion strategy, LG acquired Alphonso, a U.S. advertising/content data analysis specialist, in 2021. This acquisition has facilitated the integration of technologies like Sye, benefiting live-streaming sports enthusiasts. LG TVs also deliver Netflix HDR streaming and have introduced Netflix Games on TV. Additionally, LG collaborates with YouTube to offer a Native Touch UX for Gen Z users.
To enhance service usability, LG Channels 3.0, the company’s premium free streaming service, boasts a revamped UI that simplifies content exploration, reducing the need to scroll. LG Channels, available in 27 countries, has witnessed substantial growth in subscribers and viewing time.
Furthermore, LG invests in smart TV platform development by partnering with academic institutions to nurture software talent and recruiting top-notch software professionals worldwide. The company’s ‘Sync to You, Open to All’ vision underscores its dedication to delivering personalized experiences that cater to each customer’s preferences and lifestyle while making products accessible to all.
