LG's top executive has personally ordered the company's struggling smart phone division to build an all-conquering quad-core smart phone powerhouse. The planned phone will feature a quad-core processor and a camera of more than 10 megapixels to try and stand out from other Android smart phones.
Korean newspaper The Chosunilbo reports LG's boss of bosses Koo Bon-moo has complained that the company doesn't make enough use of the kit built by its different divisions, which is used by competing companies to build their rival gadgets.
Competing companies using LG components include Apple, which is reported to have used panels made by LG Display in the retina display screen of the current iPad.
LG's current quad-core flagship is the LG Optimus 4X HD, a 4-inch Android smart phone with a 720p high-definition screen and 8-megapixel camera.
But LG is not the major player in the phone game it is in other areas, responsible for less than 4 per cent of smart phones sold at the start of this year. It's certainly nowhere near as successful as rival Korean megacorp Samsung, which this year beat longstanding market leader Nokia to become the world's biggest maker of phones.
LG has the potential to use technology from its other arms to beef up its phones. But that strategy hasn't yet done much for Sony, another giant corporation with fingers in many technology pies. Screen technology from Sony's Bravia tellies and camera know-how from its Cyber-shot range have failed to make the Xperia line of Android smart phones stand out from the crowd.
That's the problem of every Android manufacturer in a nutshell: how to stand out from the crowd. LG has previously experimented with 3D in the LG Optimus 3D, but it's going to take more than gimmicks.
It'll be interesting to see what LG comes up with. What can it do to stand out from the Android pack? Do you own an Optimus 4X or 3D? DivuLGe your thoughts in the comments or on our Facebook page.