Edit: The Rise and Rise of the next Giant : Samsung
2011 was a year of Samsung, the company has taken the consumer electronics market by storm, grabbing attention one way or another. Samsung also led as India’s number one manufacturer for mobile phones in all categories. From basic feature phones to high end Smart phones, the company has managed to challenge all odds and gain the market respect.
But all this does not come cheap, Samsung employs a huge amount of its annual earning into marketing. In 2011 alone Samsung is estimated to have spent over US $ 2 Billion in advertising their products. Out of which a major 40% is targeted towards mobile devices and 6-7 % towards new phones. Samsung also deploys twice that amount into market research and development, so that its teams know what the next big thing from the company is going to be.
In 2011 Samsung took a huge stab at Apple’s dominant spot as the world leader in smartphone sales. By quarter 3 2011 Samsung had replaced Apple as the world most selling smartphone manufacturer ( if you consider number of handsets and not just one model of handset). Samsung Galaxy S2 was the phone that changed everything for Samsung, the new innovations in the field of mobility that challenged design and construction, and innovative softwares threw huge limelight on Samsung’s potential in this market space. Android loyalists were drawn by Samsung’s willingness to answer to their demands and stuffing their handsets with all features requested (and more) by the users.
Who ever imagined a device like the Galaxy Note, a fully capacitive screen that had massive scribbling promise, a handwriting recognizing monster with the capabilities of real time editing and project handling. Live annotations and screen captures were there in previous Samsung handsets, but the precision with with the Note is able to do these tasks is excellent. People want change and innovation and that what Samsung has started to give to its users.
The South Korean company is earning high praise for the design of its new line of OLED television sets, its oversized Galaxy Note smartphone and its
new line of laptops, dubbed Series 9. Samsung has held the title of the top TV maker for the past six years, and recently surpassed Apple Inc. to become the world’s top smartphone manufacturer. Samsung posted a US$4.5-billion profit in the most recent quarter, one of the best in the company’s history.
The Company now has set its sights on the personal computer and tablet markets, hoping to replicate the success the company has had in its smartphone and television businesses. Targeting their efforts at Apple, Hewlett-Packard Co. and Dell Inc, companies which are current leaders in the domain. This won’t be easy for Samsung either especially because globally they don’t even fall in the top 5 PC manufacturers category.
One of Samsung’s biggest strengths is its component manufacturing facilities. Samsung itself manufactures 75% of the components used in its TVs, PCs and smartphones, enabling the company to innovate and test new products quickly. Samsung is also emerging big in a category seldom seen with asian companies, Cameras. With a exciting range of digital point and shoot cameras from the company, including innovative flip lcd type cameras. The company also has pioneered the professional SLR segment with their range of NX cameras, that are getting appreciation from professional Photographers.
The future of the brand also seems bright, as people have less and less faith in Apple’s ability to give what the users want. The next revision of the iPad and the iPhone 5 no longer seem as exciting as the Samsung Galaxy S3 or the Galaxy Tab 3 headed our way in 2012.
Its been a long time since our last edit, this one was long over due. The smartphone industry is ever changing, with constant evolutions in a battlefield of major companies and small startups. In a world where companies become large in a matter of months and fall even faster, we can only guess what the future holds in the massive divide.