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April 29, 2008

LG Electronics Joins Entertainment Technology Center at USC

By Susan J. Campbell, TMCnet Contributing Editor

The Entertainment Technology Center at USC, a non-profit consortium that brings together top entertainment and consumer electronics companies to listen to and evaluate consumer mindshare towards future technologies, has announced that LG Electronics (News - Alert) Inc. has joined ETC’s already growing major technology companies as an Anytime/Anywhere Content Lab (AACL) sponsor.

The AACL plans to showcase a wide spectrum of leading edge products, services and technologies in action. The lab will use these tools to effectively examine the technological and sociological implications of providing content to consumers who desire it at anytime, on any device, and wherever they happen to be.

LG Electronics offers long experience and deep expertise in this area and will add significant value to the AACL’s activities. With its membership in the Technical Advisory Board, LG Electronics will help ETC to identify emerging trends and structure technology projects related to emerging paradigms in content production, distribution and consumption.

ETC’s Anytime/Anywhere Content Lab focuses on understanding what consumers want, and bringing companies together to develop solutions that ensure that consumers get what they want. LG Electronics will focus on helping ETC in this process to provide benefit to both the consumer and the other sponsors involved.

Discussions in the lab will center around understanding leading-edge consumer behavior with entertainment content and services, as well as exploring the best ways to improve the quality of content, improve the ability to find and use content, improve the value of content and increase the efficiency of production and distribution
This information is extremely valuable to LG Electronics in the company's effort to invent entirely new concepts that enhance tomorrow's digital lifestyle.

"We are excited to be active participants in the Anytime Anywhere Content Lab which allows us to better understand and deliver more consumer-friendly and higher value products and services for our customers," said Nandhu Nandhakumar, SVP Advanced Technology, for LG Electronics, Inc., in a Tuesday statement.

As part of the University of Southern California, the ETC is able to generate information and feedback from next-generation consumers, students ages 18-24. The ETC also benefits from the high level of involvement of the major studios located in neighboring Hollywood.

The ETC provides a forum for exchanging information and jointly developing interoperability solutions, allowing sponsors to join forces to reach consumers in new and improved ways.
"Sharing information is invaluable," explains ETC executive director, David Wertheimer, in Tuesday’s statement. "LG brings with it great products and innovative experience. Together, we are helping build the anytime/anywhere technologies of the future."

Understanding consumer desires and trends is essential for any company that seeks to generate revenue from consumer purchases. The challenge is that consumer demands continue to change and meet customer service expectations becomes more challenging. LG Electronics’s contributions to the ETC will help the organization to better define and anticipate consumer demands in order to promote technological advances that benefit companies and consumers.
Susan J. Campbell is a contributing editor for TMCnet and has also written for eastbiz.com. To read more of Susan’s articles, please visit her columnist page.

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