The leadership deck is getting reshuffled at ‘s mobile division as fallout from disappointing sales of the flagship G5 smartphone.

According to Korea es, confirmed that it has created a new program management office to oversee the mobile division, which sounds like a new nanny is in town to whip the underperformers into shape.

was rather blunt about the problems in a statement to the Korea es:

“Friday’s announcement is because Electronics’ latest flagship G5 smartphone failed to generate sales.”

The hope is that “new momentum” will come from the retooled effort. Such maneuvers are a common practice in the industry when a flagship device underperforms.

In terms of the fresh faces, Mobile chief Cho no will be the main point person in the new office, which is now in charge of product development, manufacturing, marketing, sales. Oh Hyung-hoon, who formerly headed the company’s research lab, will oversee the effort with assistance from mobile division vice president Ha ong-wook. Kim Hyung-jeong, a senior vice president at , has been named head of the company’s mobile research lab.

ile our review found a lot to like with the G5, there wasn’t enough to really differentiate it from perks found in other devices like Samsung’s Galaxy line, the Nexus 6 or many other competitors in the crowded field. us the “Friends” modules are quite expensive not enough of a game changer to convert those with other smartphone loyalties. 

y this matters: is getting squeezed on all sides. It doesn’t have the same marketing cash as Samsung, yet it’s also getting challenged by many budget Chinese brs like Xiaomi. It’s too early to think that would ditch out on mobile entirely, but clearly a new strategy going forward is going to be necessary.