A cure for phone fatigue? LG hopes uber-customizable G5 wows - CNET

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The focus on modules and customizing the physical device plays into the strengths of LG, which can tap into divisions like its chemicals and display businesses for different kinds of hardware attachments.

While the idea of creating an ecosystem of hardware accessories is ambitious, it's unclear how many of these attachments will actually emerge. The camera grip and audio attachment are slated to debut with the launch of the phone in early April, and LG teased another module with physical controls that lets you fly a Parrot drone. It also showed off a virtual reality camera and headset, although they don't attach to the G5.

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LG hinted at more to come, with Cho calling it a new "playground" for its "friends."

Woo confirmed that he expects to have nearly one new "friend" each month for the next several months, built by partners or by LG itself.

As with apps, the number of modules will depend on interested third-party manufacturers. The challenge will be selling enough phones to convince companies to build attachments for the G5. In the last quarter, LG sold 15.3 million phones. By comparison, Apple sold 75 million iPhones in the same holiday period.

To drum up support, Woo met with a number of smaller manufacturers, including those that use crowd-funding sites such as Kickstarter. LG will introduce a plan next month to provide support to manufacturers to build different modules, he said. Software tools and guidance will follow.

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LG plans to commit to this modular concept in future devices, Woo said, so this isn't a one-off.

"This is our direction," he said.

But will anyone notice?

LG took a big risk holding a splashy launch event at the Mobile World Congress show in Barcelona just hours before Samsung is set to hold its own press conference. LG's past phones, which have taken chances with features like a rear button and a curved display, have often gotten lost in the shuffle with the attention on Samsung's latest Galaxy S phone.

Woo promised a much bigger marketing campaign than in previous years, though it's unlikely the company will be able to spend as much as its deeper-pocketed Korean rival.

LG is also banking that the modular approach will help it stand apart from a crowded pack, which also includes cheaper alteative Android phones from Chinese vendors.

"The big question is, will LG's current customers be interested in these and will it attract new customers?" said Carolina Milanesi, an analyst at Kantar WorldPanel.