Who will be better at fair, Lee or Koo?

Samsung’s heir, LG’s new CEO in first global test of mettle in Las Vegas

By Kim Yoo-chul

Samsung Electronics and LG Electronics are often compared with each other.

Nowadays, LG is falling behind due to a late start in its smartphone business.

But Koo Bon-joon, the younger brother of LG Chairman Koo Bon-moo, has taken over in a bid to jump start the business.

Samsung is widely seen as moving for a generation shift with the leadership baton set to be passed on to Lee Jae-yong ― the only son of group owner Lee Kun-hee ― who has just been promoted to president at the electronics giant in the capacity of chief operating officer (COO).

Thus, the upcoming International Consumer Electronics Show (ICES), slated for Las Vegas, next month, is drawing attention, as both the next-generation leaders of the two conglomerates (sort of) are to be present on a mission to showcase their ability and plug their firms.

According to Samsung officials, Jae-yong is planning to hold several strategic meetings with Samsung’s key clients.

``LG Electronics is in the final process of fixing the CEO Koo’s detailed schedules for the ICES. He is expected to hold a press conference during the show to talk about LG’s updated strategies,’’ said a company spokesman, Monday.

LG sources expect Chairman Koo’s only son, Koo Kwang-mo, to make his first international debut at the exhibition. The 32-year Kwang-mo is currently working for LG’s affiliate in New Jersey, the United States.

A Samsung spokesman said it’s not unusual to spot Jae-yong at the show since he has been attending since 2007.

``Jae-yong regards ICES as the right venue to read the trend in the global information and technology (IT) industries and seek further business chances by meeting key executives of Samsung’s big clients,’’ the spokesman said.

Next year’s ICES will be held from Jan. 6 to 9 in the U.S. desert city.

According to the Consumer Electronics Association (CEA), the show organizer, about 20,000 new customer technology products will be launched at the upcoming show.

This year will be generating more buzz as participants are expected to display more advanced consumer products from smartphones to smart televisions. 4,500 members of the media from 60 countries will attend and cover the show.

LG officials say the chief executive Koo sees the exhibition as the springboard for its early comeback, while Samsung officials say the junior Lee will keep a low profile by spending more of his time with top clients.

But, it is inevitable for the two to be compared with each other.

Koo’s last participation at the ICES is 2006, the year when he was the CEO of the then LG Philips LCD, which is now LG Display.

Koo, who had previously served as the chief executive of the group’s trading arm, LG International, has been moved to LG Electronics, succeeding Nam Yong as CEO.

LG spokesman Oh Sea-chun declined to comment, but sources told The Korea Times that Koo will talk about LG’s fine-tuned business plans especially in smartphones, smart televisions, in addition to three-dimensional televisions equipped with patterned-glass technologies.

``The North American market is highly critical to LG Electronics. We have no time to hesitate. LG is urgently being tasked to find big momentum in televisions and smartphones,’’ said one LG executive, who is directly involved with the matter, in a phone interview.

Amid Sony’s aggressive pricing in flat-screen televisions, LG plans to increase its TV shipments in North America, while it has been set to continue its ongoing big promotion to Optimus One smartphones.

So far over 2 million Optimus have been sold, however, the results were not quite inspiring. LG expects its operating loss to widen in the fourth quarter of this year, market analysts say.

In a contrasting move, Samsung Electronics is planning to keep its firm lead in televisions, there, by expanding its overseas partnerships.

Amid the ``tablet frenzy,’’ Samsung is ready to unveil its updated version of the Galaxy Tab at the show.

``It’s rare that owner families of Samsung and LG participate in the biggest technology show. LG needs breakthroughs, while Samsung needs more attention,’’ said another industry source, adding LG will release its first-ever tablet PC, tentatively named ``LG Tablet’’ at the exhibition.