Motorola phones return to Korea via LG HelloVision

Models hold Motorola's mid-range smartphones, the Edge 20 lite and Moto G50 5G. LG HelloVision started taking orders for Motorola's Edge 20 lite and Moto G50 5G on Monday. [LG HELLOVISION] [LG HELLOVISION]

Motorola is making a comeback in Korea through an LG U+ subsidiary, targeting the mid-range smartphone market.

LG HelloVision started taking orders for Motorola 5G smartphones on Monday.

LG HelloVision is a mobile virtual network operator (MVNO) and cable TV operator that is 50-percent owned by LG U+. MVNOs rent network space to offer low-cost subscription plans.

Motorola and LG HelloVision are targeting the lower-end smartphone market.

The two Motorola smartphones that made their debut in the Korean market are Edge 20 lite and Moto G50 5G. The Edge 20 lite model is priced at 399,000 won ($310), and Moto G50 5G at 349,000 won.

The Edge 20 lite supports two SIM cards with three rear cameras, including a 108-megapixel camera. Moto G50 5G, originally released in August 2021, also supports two SIM cards and has a triple-camera setup with a 48-megapixel main camera.

Motorola’s comeback to the local mobile business comes after a 9-year hiatus.

The U.S.-based company shut its Korean smartphone operation in 2013 due to plunging sales and subsequent restructuring. Motorola has been limiting its business to network gear since then.

Motorola has been eyeing the mid- to low-range smartphone market since last year. LG Electronics exited the market last year and created an opportunity for lower-end phone makers in the market.

Motorola passed a conformity assessment test for its smartphone in August last year, a month after LG Electronics closed its smartphone business. LG Electronics had an 11-percent market share in Korea as of June 2021.

Motorola ranked third in terms of the U.S. smartphone market share during the January-March period, according to Counterpoint Research. LG Electronics took up about 7 percent of the market share in the United States in the first quarter of 2021.

“Apple and Samsung continued to dominate the market with a combined 75 percent share,” said Matthew Orf, research analyst at Counterpoint Research. “Motorola has been very aggressive.”

LG HelloVision is offering cost-effective LTE subscription plans along with the handsets. If a customer subscribes to a monthly plan costing about 20,000 to 25,000 won while purchasing the latest Motorola models, LG HelloVision will provide subsidies to bring the device prices to zero.

“We believe LG HelloVision’s cost-competitive telecom service will create a synergy with Motorola’s smartphones,” said a spokesperson for LG HelloVision.

BY SHIN HA-NEE [shin.hanee@joongang.co.kr]