LG
KF750 Secret

The LG Secret (also known as the KF750) was the third “Black Label Series” device launched by LG in the UK. It followed the Chocolate (KG800) and the Shine (KU970). At its launch, LG indicated that it saw design as a differentiator, but without compromising on technology. The Secret was designed to fulfil this goal. Its materials (carbon fibre, tempered glass and metal trim) reinforced its positioning as a premium product. From a technology perspective the Secret had an attractive set of features: a touch screen, five-megapixel camera, high-quality video and 3G HSDPA support. LG has even included a what it called a Google Package, offering Gmail, Google Maps and YouTube. LG was performing well at the time, thanks in part to its design-led strategy. The Black Label Series and other well-designed devices helped it to start to differentiating itself from Samsung which was critically important to gaining market share.