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Top 3 reasons why Samsung is killing competition

Last updated on: May 19, 2013 10:14 IST

Top 3 reasons why Samsung is killing competition

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Meenal Singh

The Galaxy S Series, accepting the Android platform and niche marketing helped Samsung emerge on top in India, says Meenal Singh.

The raging craze among India's youth right now, Samsung once fought hard to prove its worth in India's mobile phone market. A couple of years ago Nokia reigned supreme in the feature phone segment and the smartphone category.

What brought about this transformation?

They say, and we are not disagreeing, that it is the hard work and dedication of Lee Kun Hee, chairman of the board of Samsung Group, which helped the company achieve glory. But according to Hee the key factor for Samsung's success is the employees of the company who give their best in every arena the company steps into.

They work with a team spirit keeping the Korean culture in mind. The company focused on three Ps of marketing: Product, Process and People, along with 'global management' that helps the company grow in new markets.

Lee also reawakened brand Samsung when it was languishing in India's mobile arena. Though the company is enjoying success in almost every field it is into, it is the smartphone category that has helped Samsung turn tables around for the company.

Here are some of the factors, rather secrets, behind Samsung's raging success in the smartphone market:


Photographs: samsung.com

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The Galaxy Series

Samsung's bon voyage in India started with the introduction of Galaxy range of smartphones.

Samsung Galaxy S was the first offering from Samsung that enjoyed success globally. The smartphone received so much appreciation not only from tech enthusiasts but also from lay people that it set a record in terms of sales. Subsequently, in 2010 it emerged as the highest selling smartphone in India.

The successors to Galaxy S -- Galaxy S II, Galaxy S III and the recently launched Galaxy S4 -- have taken the definition of success to another level. Today it has reached a position where it would be extremely difficult for rivals to play catch up anytime soon.

Before Galaxy S's advent, even though Samsung phones sold in India, they were bereft of any identity; also they were not considered to be durable and trustworthy.

Today, Samsung devices -- smartphones and tablets -- are topping the sales charts with such ferocity that rivals like Apple have begun selling their iPhones under EMI schemes. While Samsung Galaxy S III was adjudged the best smartphone in 2012, its successor, the Galaxy S4 is already being termed as the 'King of Beasts'.

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Photographs: samsung.com

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The Android Platform

Apart from the dedication and hard work of Samsung's employees and Lee Kun Hee's clear vision, there is an untold truth that played a vital role in the South Korean electronic giant's success.

Google's Android platform!

Yes, it's the Google's Android operating system that has helped Samsung smartphones and tablets skyrocket ahead of competition.

Though Android had been the OS for many smartphones launched before Galaxy S, their presence was not remarkable. But then the Android operating system loaded with Samsung's customised TouchWiz User Interface created magic for the company.

With every step forward, Samsung blessed its handsets with some of the best features and applications riding on the Android platform.

Android Gingerbread was one such version, which powered many of Samsung's low-end, mid-ranged and high-end phones. These included Samsung Galaxy Y, Galaxy S, Galaxy Ace Duos, Galaxy Note and many more, which tasted huge success when they were launched.

Samsung was smart enough to desert its proprietary BADA operating system, which did not bring about expected results, and instead piggybacked on Android.

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Photographs: samsung.com

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Niche Marketing

Another major reason for Samsung's huge success is the niche-marketing concept, which helped the company touch every heart. Unlike the narrow approach of top rival Apple, Samsung adopted a different attitude of selling everything.

Apart from concentrating on high-end handsets, Samsung took equal interest in the middle and low-end variants in order to spread its roots in every segment of the market and established its stronghold in India.

At a time when rivals like Apple and Nokia, were focusing on premium products, Samsung was developing and innovating products catering to the demands of mass consumers. They incorporated the latest innovations to offer their consumers the best technology at affordable rates.

After studying the market in depth, Samsung adopted a different strategy of giving attention to its products, processes and people instead of the five Ps of marketing.

Such a refreshing outlook did wonders for the company and made it one of the largest manufacturers in the world not only of smartphones but in other fields too. Not to forget is the timing of Samsung's product launches, which helped Samsung break its own records and compete with its own best products.

Rest, as they, is history!

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Are you a gadget/gaming wizard/afficianado? Would you like to write on gadgets, gaming, the Internet, software technologies, OSs and the works for us? Send us a sample of your writing to gadgetsandgaming@rediffmail.com with the subject as 'I'm a tech wizard/afficianado' and we will get in touch with you.


Photographs: samsung.com
Tags: Samsung , Nokia , India

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