10 Jul

Samsung Continues To Rise in the Smartphone Market

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According to a survey conducted across the most populous cities of India in late 2011, Samsung had taken over as the no. 1 Smartphone brand in the country. Although rivals claimed that such an analysis was not exhaustive by any means, one thing was clear: Samsung had gained tremendously in the latter half of 2011, thanks largely to the gigantic success of the Samsung Galaxy S2 and the increasing popularity of the Galaxy Note. But that was not all; Samsung, unlike its main Smartphone rival Apple, had made a dedicated entry into the budget section of the market as well, offering such dependable models as the Galaxy Ace and entry level phones like the Galaxy Y. The company’s strategy was crystal-clear: to produce a vast array, or to use its own moniker, a Galaxy, of Smartphone that could cater to everyone’s pockets, and more importantly, to everyone’s needs.

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The rise of Samsung continues in 2012, with the company finally being declared the global Smartphone leader again, selling 38 million units worldwide, and reclaiming the crown that Apple had snatched from its head earlier. Once again the company’s flagship product, on this occasion the Samsung Galaxy S3, is already promising to outdo its predecessor. Curiosity about this magical upsurge, which has been in evidence for a number of years now, are natural. What has driven this once-modest phone maker to the top of the Smartphone stack? How is it that the Korean giant is well on its way to achieving the highly ambitious target of doubling its sales in a year? Here is a brief analysis of the some of the major ingredients that go into making Samsung’s concoction of success.

A plethora of versatile features

Every consumer does not have the same requirement of features in a phone. While an enterprise customer may look for security, a phone geek may prefer killer specifications, and a lady an attractive design. And, of course, at the fundamental level, everybody wants to be able to make calls and messages in an easy and intuitive manner. Samsung Smartphone, across their massive range of models, makes sure that all consumers find their desires and requirements satisfied. A look at Samsung mobile price list confirms the sheer range of the phones the company provides. The following examples illustrate a few of the alluring features that come bundled with different Samsung models:

QWERTY offerings: In an era when the touch screen is fast becoming synonymous with the Smartphone, Samsung has come out with a number of QWERTY devices, culminating in its upcoming release, the Galaxy Chat. The Galaxy Chat runs the Android Ice Cream Sandwich, and is expected to target the medium price segment. Other QWERTY offerings from Samsung include the E2222, the Chat C3222 and the Corby TXT. Venturing into the physical keyboard market underlines Samsung’s resolve not to leave any corner of consumer preference untouched.

OS functions: While Samsung’s most major releases run the ever-so-popular Android, some of the lower-end phones run on the company’s proprietary OS, Bada. Android, combined with a variety of Samsung skins, is a multifunctional experience that integrates normal phone functions seamlessly with multimedia and Internet usage. For people who don’t want to spend too much, Bada is a good choice for a reasonable web-centric Smartphone experience. Samsung even has a Windows 7.5 phone Samsung Omnia W which has gained significant demand. It is about to follow this up with an affordable phone, the Samsung Omnia M.

Camera diversity: A long time ago, the CEO of RIM remarked that Smartphone will never have cameras. The idea is now ludicrous, as cameras are becoming ever more integral to Smartphone design. Samsung offers a wide variety of cameras in its various models, ranging from as high as 8 MP in the S3 and the S2, to as low as 2 MP or even lower, with a corresponding reduction in price. Other camera features like shutter speed are also customized to the price segment being targeted.
Screen and display: Samsung offers high quality LCD and super AMOLED display, starting in the sub-INR-20K category. This new technology offers unprecedented screen contrast and color resolution. The touch screen displays on most Samsung Smartphone are highly responsive capacitive surfaces, overlaid with super strong Gorilla glass. In effect, a Samsung user is not only assured of a rich and vibrant experience, but also a rugged one.
Hardware and security: For tech enthusiasts and professional users alike, Samsung phones offer a variety of hardware specifications, ranging from single processors between 750 MHz and 1.5 GHz to dual and even quad-core varieties. As for security against theft, Android, Samsung’s OS-of-choice, comes armed with foolproof security options that get strengthened with every update.

Besides this, worth remarking upon is Samsung’s strategy to keep focusing on the middle and low budget markets. These sections are the most populous in emerging nations like India and China, where the company’s continuous activity in the entry and middle-level markets is paying rich dividends. As a bonus, Samsung is also peppering this segment with its newly acquired mastery of dual-SIM technology.

Variety with economy

Here is a brief look at Samsung’s forays into the dual-SIM and budget markets:

● With the Galaxy Ace Duos and the Galaxy Y Duos, Samsung has lent high quality to the dual-sim Smartphone market. The dual-GSM option in these phones adds versatility to their already dependable features. While the Ace Duos is priced a touch above the INR 10K mark, the Galaxy Y Duos prices in at nearly INR 8K.

● Samsung’s Star Duos series is available even in the sub-5K category. In this budget market extending across much of Asia, the Samsung Galaxy Pocket, at a best price of around INR 6345, is perhaps the most attractive option for users wishing to enjoy the functionalities of Android with their pockets barely feeling the pinch.

● Samsung Galaxy models veritably litter the sub-20K category, and no other phone manufacturer can claim to provide the same reliability and specifications at such prices. This is one section of the market that Apple never focuses on, and isn’t likely to in the coming years either, offering Samsung the opportunity to further lengthen the gap on its primary rival.

A third most important ingredient in Samsung’s growth potion is its product marketing, which is explored next.

Consumer-savvy marketing

Features and prices apart, any business needs strong marketing to survive and flourish. Samsung is ahead of its competitors in this department as well, as displayed by the following:

● The company achieved record-breaking pre-order numbers for the Galaxy S3. Such was the hype the company had built around its “nature-themed” groundbreaker that no less than 10 million units were ordered before it even touched a store-shelf. By the end of July, another 10 million units are expected to be sold. The most remarkable aspect of Samsung’s sales promotion is that the Galaxy series is projected as a unified whole, thus accelerating the profits of each price segment of the market.

● Another popular marketing ploy used by Samsung involves sending messages to iPhone users offering them as much as USD 300 to trade their iPhones with Samsung devices. This unique strategy has fuelled a mobile advertising boom in the US and elsewhere.

● A deep-rooted Korean philosophy that influences the design as well as the promotion of every Samsung device is that every product must ultimately appeal to the customer. Therefore, it is the buying end of the transaction scheme that influences the process, thus implementing a proven strategy for success.

Samsung’s climb to the top of the Indian the global Smartphone market can be attributed to its diverse-featured model gamut, extensive presence in every price range, and its super-smart and consumer-centric product development and marketing. If sales trends are anything to go by, Samsung, and in particular its Galaxy series, is set for a long and unchallenged reign atop the Smartphone market. In other words, At the risk of sounding corny, Samsung’s Galaxy is expecting to keep spiraling ever further.

{ Guest Article contributed by Ashwin Sreekumar Nair who works with with MySmartPrice.com. MySmartPrice is a price comparison website that helps users find the best price for Mobile phones , Books, Cameras and lots more. }