LG Electronics Inc. is integrating displays into non-appliance products as it moves to expand ad revenue.

The company is capitalizing on supplying business-to-business (B2B) products, including robots and electric car chargers, with an aim to generate additional income.

According to industry sources on Tuesday, LG Electronics is intensifying its platform and advertising business in line with its vision to transition into a media entertainment company.

With the escalating competition in the digital signage sector, LG Electronics is focusing on commercial robots and electric vehicle chargers to stay ahead of its competitors.

The LG Cloi GuideBot, targeted at hotels and department stores, features a 27-inch display.

“Both the front and back of Cloi are equipped with displays, enabling them to serve as personalized advertising boards that interact with customers,” said a company official.

Advertising revenue is also being sought through electric vehicle chargers. Touch displays are being applied to the exterior of 175kW fast chargers and they function as advertising boards.

The company already creates additional business opportunities in its home market with large light-emitting diode (LED) ad signages and platforms.

“Advertising is one of the sectors where LG Electronics can generate revenue from its platform business,” said an industry insider. “While supplying B2B solutions such as robots and electric vehicle chargers, LG has seized the opportunity to earn advertising revenue in collaboration with its clients.”

Observers anticipate LG Electronics could rake in billions of won in revenue. This optimism stems from LG Electronics’ confidence in being able to grow its platform business on a significant scale.

On the other hand, Samsung Electronics Co. emphasizes hyperconnectivity by increasingly incorporating displays into its appliances.

Samsung highlights the interoperability of its mobile and wearable devices, including the Galaxy S24 series, with home appliances. This stands in contrast to LG Electronics, which exited mobile phone manufacturing.

By Seong Seung-hoon and Minu Kim

[ⓒ Pulse by Maeil Business Newspaper & mk.co.kr, All rights reserved]