By Aldo Panessidi
While Apple has been focused on undertaking aggressive patent related litigation against Samsung.... the latter has turned the tables, using the moment of this highly charged war into its advantage. As a result, Samsung Galaxy SII cell phone and their Galaxy tablet has gained strong market position as the alternative to Apple's iOS lineup.
Recently, Samsung launched a new advertising campaign targeting Apple iPhone 4S... portraying iPhone users as mindless sheep lining up in droves for hours at end to get the new iPhone 4S which looked liked and had little improvement on their older iPhone 3G. On the flip side it portrays the true sophisticated hipsters opting for the more unlocked cell phone - the feature-laden Samsung Galaxy SII sporting a large visual display and 4G speeds. View Samsung's advertisement in the following Vidoe.
Always poised to take advantage of public relations and marketing opportunities, Samsung is directly speaking to Apple's litigious strategy in an effort to increase market positioning.
To this end, Samsung ran a full page advertisement 'The Tablet Apple Tried to Stop" in the Sunday's edition of The Sun-Herald one of Australia's most read papers... alluding to the Samsung Galaxy 10 Tablet
Samsung’s Galaxy Tab 10.1 features a 10.1-inch display, a dual-core processor and Google’s Android Honeycomb operating system. According to Apple, the slate also features a design that “slavishly” copies its popular iPad tablet and technology that infringes on multiple Apple-owned patents. Leaving your valuable mobile devices unprotected is risky! Protect your devices from scratches and blemishes with our stylish top brand bags, sleeves and cases accessories.
Defending its products against Apple’s numerous lawsuits continues to cost Samsung a tremendous amount of money, Samsung has placed $200M aside to continue its litigation strategy. Nonetheless, Samsung's strategy seems to be working in their favor as they have has just edged past the iPhone in consumer perception (adults 18+), likely powered by their new set of ads bashing the Apple fanboys who camp out for hours to buy the new iPhone.” The latest trend setting fashionable cases and skin accessories express your unique style. Make your mobile devices stand out. Customize your look - how cool can you be?
Market research firm YouGov reports on brand perception that:
The downward and upward perception movement of the iPhone and Samsung respectively is driven mostly by adults 50+. Samsung and iPhone were measured with YouGov BrandIndex’s Buzz score, which is determined from asking respondents: "If you've heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?"
YouGov BrandIndex measurement scores range from 100 to -100 and are compiled by subtracting negative feedback from positive. A zero score means equal positive and negative feedback. The iPhone’s buzz score began sinking around November 28, with a buzz score of 33 – the current score is 25. Samsung, whose buzz score was 19 compared to the iPhone’s 29 on October 3rd, is now at 26.
Samsung appears ready to take Apple on both in the courtroom and in the eyes of consumers, and the company is making progress on both fronts. Enhance your mobility... turn your device into a power tool. Discover select memory and electronic accessories specifically designed to make your devices functionally efficient and performance rich.