KEY POINTS:
We've got used in the past few years to seeing technology companies wind down their operations in New Zealand and instead run sales and marketing out of Australia.
It makes sense in what Thomas Friedman (The World Is Flat author) refers to as the era of "globalisation 3.0".
After all, we're closer to Sydney than Perth is. But it's generally to the detriment of the retreating brand - a local distributor just can't do as good a job of managing a product line-up.
There have been a few brands go against the tide in some capacity - Apple moved late last year to take control of its online Apple New Zealand store and sell direct to customers, though it hasn't any people on the ground with distributor Renaissance still responsible for handling the majority of Apple products.
The most significant reversal of the trend of late is Korean electronics maker LG's move last week to open a New Zealand operation, appointing Gerald Chun as general manager.
LG is one of the powerhouses of Asian electronics and while long derided as a cheap and cheerful knock-off company making products inferior to the likes of Sony, Panasonic and Philips, now is a serious player in everything from LCD screens to washing machines.
Wellington-based distributor, L.M Rankine, has already been representing LG locally and LG products have for years been in shops here.
Vodafone is selling the LG Chocolate mobile phone and Harvey Norman stocks LG LCD TVs.
But LG is obviously keen to repeat the success it has had in the decade it has been in Australia where it has a local operation and has made an impact in the consumer electronics market.
According to LG, in the Australian market, it has "achieved number one in seven product categories, including plasma televisions, LCD televisions, home theatre and DVD recorders, microwaves, front load washers and side-by-side refrigeration."
Given our cultural similarities, it seems likely New Zealanders will likewise appreciate the balance of value and quality LG offers.
I've never owned anything LG, but as I visit technology expos not just in Asia, but around the world, it seems to be LG and its cousin Samsung will some of the best new gear. I'll be interested in seeing what they release at the IFA consumer electronics show in Berlin this week.
LG stole the show at the 3GSM show earlier this year with its LG Prada, a fancy, over-priced phone which like the Apple iPhone has no keyboard, just a touch screen.
So what will LG release here? According to LG, we'll see: "LG's ArtCool Air-conditioning range, an impressive vacuum cleaner line up including the Allergy Care and Kompressor Series, LG's stylish dishwashers and fridges, Steam technology in washing machines, microwave ovens, home theatre systems, LCD and Plasma televisions."
