IV.

Product improvement through design and aesthetics from the

companys perspective

4.1. Problems encountered by the company regarding the development/ production and
the marketing/commercialization of the product
Media is going through a time of huge transformation. Not just from a media agency point of
view, but across all parts of the value chain, from the media owners to the agencies and
ultimately the marketers and advertisers.
These changes are being driven by technology and associated social change, where media
channels are becoming more fragmented and the media consumer is more empowered than
ever before. Some are even becoming media in their own right through blogging and social
media, so the main problem was about creating a platform that brings together all this big
pool of protocols. Thats how LGs WebOS was born. An operating system that has some
history in mobile technology was implemented in LG TVs in order to unify all the
fragmentation.
In a nutshell, the following are the main problems encountered by the company during and
after implementing this new platform:
Media Audience Measurement standardization & methodologies for individual
media channels cross platform
Recruitment & Retention finding & retaining quality & relevant people resources
Keeping Up to Date with constantly evolving market trends
Cost of continually evolving technology and research
Fragmenting Market & Increased Competition from other media & channels i.e.
social & owned media
Contracting Marketing Spend/Margins finding an effective business model
Disconnect & lack of recognition of needs and expectations between client, agency &
media
Billing structures time & resources required verses monetary return
Increased focus on media Return on investment rather than brand benefits

4.2. Proposed solutions to increase product profitability

LG Home Entertainment Company reported revenues of 4.33 trillion (USD 3.6 billion), down
2.3 percent from 2015s first quarter as TV shipments declined somewhat in the key markets
of North America and Europe. A solid operating margin of 7.7 percent was accompanied by a
207 percent increase quarter-on-quarter in operating income, demonstrating strong evidence
of the growing demand for premium OLED and 4K OLED TV products. Improved cost
structure and cost competitiveness is expected to drive improved profitability in the next
quarter. So, as they did in order to sell more, to increase the product profitability we can
propose some solutions like:
- offer promotions to customers (a free accessory like LG Magic Remote)
- create cheaper packages
 - increase the quality of the building materials of the TV itself.
- cut out unprofitable products and services
- target new customers from within groups

4.3. Proposed solutions of new product features in order to increase the number of
customers
Smart devices have been well on the way to being considered mass-market products over
the past few years. Gartners research essentially validates this notion, showing that consumer
uptake has caught up with the initial hype.
The adoption of smart technology marks yet another significant shift in the broadcasting
technology sector. With each new development, consumers are afforded an ever greater
experience when watching the latest TV shows or films, as well as the sheer quantity of
content that internet connection allows. The vast majority of smart TVs will connect to on-
demand and streaming services, for example.
The popularity of smart TVs coincides with the emergence of the connected home (both
conceptually and in reality) a revolution that offers the potential to change the way we all
live for the better. The connected home is fundamentally about enabling devices to
communicate with one another, something that may sound scary to the uninitiated, but
actually possesses huge positive potential. This potential has been highlighted by LGs recent
announcement that by 2020 all its products, (yes, thats everything LG makes) from phones to
TVs, to air conditioning, to fridges will be connected. In other words LG wants everything it
produces to be able to talk to every other device.
Most interestingly, the consumer electronics giant has demonstrated how the smart TV could
in reality become the central hub of the smart (connected) home.
It is almost inevitable that in the future (connected) home the smart TV will be a focal point
within the home and therefore it would make sense for information to be directed to it. It has
the biggest screen, often commands the majority of attention in shared living spaces and
already acts as a kind of unofficial focal point. And finally, TVs will always improve the
quality of their displays in a natural process of developing technologies.

V. Product improvement through design and aesthetics from the

consumers perspective

5.1. Problems encountered by consumers in using the product

Based on reviews found on the internet about our main product as well as the other similar
ones, we concluded the following problems are encountered while using this type of smart
device:
- the device turns on and off by itself
- another issue with these devices is that it does not automatically tune or change to
other channels
- the complication of the fuse: the devices turns black followed by a popping sound
 - some users have complained that their LG LED TVs do not configure some settings
like the Wi-Fi or the Miracast connection is getting lost

5.2. Proposed solutions to improve the product aesthetics of the product from
consumers perspective
The main propositions in the aesthetic development of the analysed product, gathered from
customer reviews, are the following:
- introduce premium building materials like aluminium, wood, leather
- introduce the possibility that the customer can personalize his TV
- create a premium package for the customer to get excited about the product
- update the software of the TV with a more friendly interface

5.3. Proposed solutions to improve the usability of the product from the consumers
perspective
There are many solutions for improving the usability of such smart devices. Here are some
that can be applied to our product:
- shape the remote controller in an anatomic way in order to be easier to handle
- let the TV be controlled by the Smartphone by creating an app for that
- let the TV be controlled by the devices connected to the Smartphone (Hub Interaction
offer a small taste of the future connected home idea)