The era of digital transformation is redefining the way companies connect with their audiences. LG is positioned as a leader by offering a wide range of digital signage and LED technology solutions for various sectors, including retail, gastronomy, education and hospitality. In an exclusive interview, we spoke with Sebastián Gelli, ID Sales Manager Business Solutions Department at LG, about the brand's strategies at the local level.

By Claudia Carrivale
prensa@editoracycargentina.com.ar

What are the characteristics of the market at a global level?

Reality shows us that the global digital signage business is growing a lot, and digitalization is increasingly accelerated. There is a digital transformation that has been taking place with the transition from TV to digital signage and now to LED signage. The market matured and today in any meeting room, workspace or company there is a screen or digital signage.

That is why we have different types of technology for each of the verticals, covering the entire market with our solutions and accompanying the transformation of different areas. LG is a very innovative brand and its launches, whether new technologies or new inches, are designed to satisfy the current demands of users in terms of quality and response speed of the products.

What are the solutions that LG Business is promoting to meet the changing needs of users?

Our portfolio covers everything that is digital signage and Video Wall and Menu Wall, with screens ranging from 32 to 98 inches. With digital signage we provide options to customer requirements in terms of hours of content, there are businesses that are showing content 24 hours a day and we have the solution for that.

On the other hand, we know that the user is going towards a unified image, and for that the LED technology which is a higher quality solution. It is very disruptive, and is taking a very big leap in everything that is the global market.

LG's “All in one” LED Series raises the level of performance in a meeting room or showroom. With 136-inch and 163-inch models, among other options, they offer the user a large-scale display, have a compact design with an invisible frame and the latest technology in connectivity. Added to this series we have a large family of products within LED technology to cover any type of scenario and need for each client, such as Línea Bloc, Magnit, among other options.

We have a wide portfolio of products in our showroom so that customers can come and see them. The reality is that every time we do a test or a demo, the customer at that moment already has 50% of the purchasing decision. We strongly promote the message that they come to see our showroom since this type of solutions is sold when the user manages to feel the user experience, it is another impact, another experience.

Regarding accessibility, our professional solutions adapt to different spaces and customer needs. The screens are flexible, dynamic, and easy to assemble.

In a competitive and expanding market, what is your differential in terms of service?

I always say that “We do not sell products, but we sell experiences”. One of our differentials is having a local support service to accompany the user end to end from the pre-sale to the closing of the business with our support and commercial skills, as well as Post-sale (repair, RMA's). We have our own repair center in Belgrano, to provide immediate assistance to users. We are also promoting product sales within what would be per se, other services, such as warranty solutions, content management service, management of each device, etc.

Our central focus is channel development and loyalty, we are in a stage of market maturation, making known all the capabilities and benefits of our LED technology. That is why this year we began to empower integrative channels with a new training and certification program. So far they have certified more than 20 channels.

Our local team is doing a great job of training and coaching towards the integrative channels and towards the end clients. My message to the team is to add value, we have a premium, quality product and we want to continue adding value to each of the user experiences. Today the Argentine market recognizes the added value given to it, such as when they want to implement a project that does not have expertise and we can help them from the technical side, pre-sale, post-sale, or many times accompany them because the end customer wants to see the brand, and we have that presence.

What sectors demand these technologies and what are the latest news from LG?

We have closed important projects locally. We are pioneers in the development of solutions for hospitality, such as Hotel TV, a product available from 43 to 55 inches, and provides benefits in personalized content management and security.

We are also increasing our presence in corporate. One of our latest launches is the One Quick screen, 43 or 55 inches, aimed at smaller meeting rooms, which has sound and camera included, touch, and can be installed horizontally or vertically (one Quick Flex).

To education Our portfolio has touch screens and interactive whiteboards. We have screens installed in the main universities and several projects to close.

Another sector is medicine, we aim at projects of telemedicine screens and monitors for remote use. And in what it is transport, we have a strong presence in airports, such as Ezeiza, Aeroparque, and Iguazú and Calafate airports. For example: the new Ezeiza NPT is assembled with LG technology.

We have stock in our Distributors (Distecna, Pc Arts, Wesco -Anixter) for each of these verticals.

BENEFITS OF LED TECHNOLOGY

Screens with LED technology are superior to those with LCD and plasma technology in multiple dimensions.

Energy consumption, useful life, size, brightness and design are some of the key points to compare.

Each LED is made up of the 3 primary RGB colors that are combined to generate the desired color.

In general, each pixel on the screen is made up of several LEDs. And the set of pixels forms the screen.

And the more retail-oriented categories?

For the point of sale we offer products such as videowall o led screens where retail has the possibility of placing a screen with its brand, both indoors and outdoors, with larger pixels. It is another market that is maturing and one of the advantages of LED technology is that through the modules it can be covered in width and height whatever the client demands.

There are also spaces to cover such as the stained glass window, where we offer high-gloss screens, adapted to the reflection of sunlight. And on the other hand, there are touch screens in different inches that are highly demanded by retail chains, because they generate an innovative space so that the consumer can have a self-service experience.

Finally, there is a very premium and disruptive product that is our transparent technology, the LG Transparent Oled, 55 inches, with a transparency of 38% (Panel). You are invited to see this screen in our Showroom.

What is LG Business Solutions' strategy to continue promoting the local B2B market?

In B2B, we are growing a lot year after year in the channel community. We now have 60% more channels that are promoting our brand today, we have a business plan with each of them. By 2024, one of the objectives is to be able to reach other important cities such as Rosario, Córdoba and Mendoza, so that they can learn about our technological proposal.

LG's focus locally is continue promoting projects with LED solutions, continue growing in the hotel and education vertical with the different products, as well as maintain and increase leadership in the corporate sector. Another focus is to continue increasing certifications towards the channels. We have a very rigid channel and project declaration policy, which allows us to have good communion between them. Our LG System Integrators and Distributors are the key to our Success.

---

For more information go to:

You are Transparente: https://www.lg.com/ar/business/oled-transparent

LED Magnit: https://www.lg.com/ar/business/led-magnit

LED All in one: https://www.lg.com/ar/business/led-signage/lg-laec015-gn

Touch screens: https://www.lg.com/ar/business/carteleria-digital/lg-86tr3dk-b

Hotel TV: https://www.lg.com/ar/business/hotel-tv

---