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LG looks to boost market share to 10 percent with low-end phones

Darren Murph

Here's a concept: sell cheap, low-margin phones while the economy is in the dumps in order to grow market share. Brilliant, right? Believe it or not, that's the idea that's being pushed around at LG headquarters, as the company has revealed a goal of increasing its global handset market share to at least 10 percent during this year. The company does expect profits to shrink over the course of 2009, but it's still hoping for a high single-digit percent profit margin on mobiles, against 11 percent in 2008. According to Skott Ahn, President and CEO of Mobile Communications at LG: "Developed markets will definitely suffer some contraction, but there's a chance for growth in first-time buyers in emerging markets." So, what does LG really have to do to hit 10 percent? Maintain its sales volume at 2008's level, which was moving some 100.7 million across the globe.

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