At IFA 2023, LG Electronics is set to unveil ThinQUP 2.0 that transforms home appliances into more convenient and connected lifestyle solutions.

ThinQ UP 2.0 highlights the expansion of the company’s home appliance business into non-hardware areas, including subscription services, and cements its leadership in promoting the ‘servitisation’ of home appliances.

Aligned with its new Smart Home Solution strategy and ‘Zero Labour Home Makes Quality Time’ customer experience vision, LG will introduce a range of services through LG ThinQUP 2.0 to fulfill customer needs and deliver greater freedom and ease in the home.

LG ThinQ UP 2.0 tailors product performance and service options to users’ preferences throughout the entire customer journey. Unlike traditional products with fixed features, appliances compatible with ThinQ UP 2.0 continuously update functions suited to each individual user.

An advancement over existing ThinQ UP appliances, ThinQ UP 2.0 products are designed to help reduce the time and hassle of household chores, adding new services with flexible subscription options while also recommending additional services.

The personalisation process begins before the customer receives their products. For example, customers who purchase a ThinQ UP 2.0 washing machine will be asked to participate in a three-step ‘Life Pattern Analysis’ survey, conducted through the LG ThinQ app. LG analyses the results and applies optimised washing cycles. Customers also have the flexibility to adjust the order of cycles installed and can save personal settings on the app.

With the latest LG InstaView bottom freezer, users can apply temperature settings based on food inside the fridge and change the colour of the LED lighting integrated into the door’s glass panel, through the ThinQ app. Users can also leave messages and reminders for family members or housemates on the bottom freezer’s LCD display.

Coming first to ThinQ UP 2.0 washers and dryers is an LG-developed on-device chip – called the DQ-C chip – and new operating system. The DQ-C chip has sufficient memory to support the addition of different types of content, enabling users to enjoy tailored features and functions that can be managed via the product’s touch displays or ThinQ app.

The LG paid subscription service offers the option to sign up for a period ranging from three to six years. During the subscription period, LG will provide monthly reports through the LG ThinQ app, suggesting personalised product recommendations based on usage patterns and preferences.

“LG ThinQ UP 2.0 marks the beginning of our journey towards a more service-based business model. A major player in the global home appliance market, LG is committed to leading the era of the ‘Home as a Service’ (HaaS) and will continue to present innovative solutions that enhance customers’ lives,” LG Electronics president of home appliance and air solution, Lyu Jae-cheol said.