By Aldo Panessidi
Now that the Samsung Galaxy S3 is in consumer hands, Samsung is telling how they were so good at keeping the details of the new device top secret. They were so tight-lipped that engineer Buyong-Joon Lee wouldn’t even admit what he was doing when asked by his 11-year-old son.
The lengths took to keep us guessing were extensive. Handsets were moved between facilities in locked boxes. One executive was charged with hand-delivering prototype devices to network partners. Samsung further befuddled watchers by producing three Samsung Galaxy S3 devices with completely different specs. Each model was designed and constructed as if it was the final product. Engineering teams had to build and rebuild components to accommodate each design, just as if all of them were the final model.
Of course had to get help from lots of internal departments to get the device to market, but even they were kept in the dark as much as possible. For example, just to set prices and buy components, the procurement department had to rely on written descriptions of parts, not the parts themselves.
Well, Samsung did the seemingly impossible task these days of launching a flagship device before the market knew all its secrets.