Samsung doesn't like the trend that's putting Apple's iPhone back on top last quarter and so their marketing attack dogs thought it was time for another Galaxy vs. iPhone ad. The trouble with their ad is that it could be shooting themselves in the foot. Making executives look stupid for the sake of gaining jobless grads is a dumb idea. But hey, this is Samsung who thought that the ditsy housewife stereotype was their target market last quarter. The only ditsy ones here appear to be Samsung's own marketing team.
Apple's iPhone Gains Market Share in Q1
According to comScore, 136.7 million people in the U.S. owned smartphones (58 percent mobile market penetration) during the three months ending in March, up 9 percent since December. Apple ranked as the top OEM with 39 percent of U.S. smartphone subscribers (up 2.7 percentage points from December). Samsung ranked second with 21.7 percent market share (up 0.7 percentage points).
Apple's Success Triggers Samsung to Go on the Attack
The uptrend favoring Apple wasn't supposed to happen according to Samsung's game plan and so it was time to go on the offensive once again. They weren't out to sell the new Galaxy S4's gimmicky features on their own merits, but rather to try another ad about hip Samsung vs. old Apple. It's about pinning one generation against another. Yawn.
Samsung's ad shot for "feature bling" in the hope of capturing the market's imagination into believing that waving their hand over their smartphone instead of pressing a single button is the next great thing in smartphones.
Yet it's Samsung's continuing confusion over who their core market is that's the funniest. Is it the ditsy boozing 1960's styled housewife, the dumb executive or the recent grad?
It's confusing because the "dumb parents" are usually those working in the enterprise market today. Are these parents who own a home with a pool really that stupid? When Samsung goes over the line and makes executives look like buffoons, is that really a smart marketing message?
To make it crystal clear that the adult executive is really dumb compared to their savvy child with no job yet, the new grad gets his Dad to smell a photo on his Samsung: "I'm taking a picture of these ribs with my New GS4. Have a smell" And the dumb trusting Dad who owns an iPhone actually falls for it.
So remember the message here: if you're an executive working hard to put your kids through University you must be a dumb iPhone user who just can't smell Samsung's Smell-O-Rama Baloney for what it is. And lord, you better run out and chase the greatest new craze of swiping your hand in mid-air to answer your phone. I'm sure it's the next big thing that all execs must have to be productive.
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