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Samsung executive says change in strategy led to smartphone success, not copying Apple

Posted: , by Alan F.

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Samsung executive says change in strategy led to smartphone success, not copying Apple
The former CEO of Samsung Mobile's U.S. division, Dale Sohn, took the stand on Monday as the second Apple-Samsung patent trial resumed after the weekend break. Sohn testified that Samsung started to grab momentum for its smartphones in 2011, not because it copied Apple, but because of a change in strategy. That change involved the way that Samsung and carriers marketed its smartphones. Sohn said that Samsung's market share of the U.S.smartphone market has soared from 10% in 2010 to more than 30% in 2012. Sohn is now a Samsung adviser at the company's Korean headquarters.

Under cross-examination, the Samsung executive said that it did not copy Apple. An attorney for Apple showed Sohn a memo he had written in 2012 that said "Beating Apple is no longer merely an objective. It is our survival strategy." But Sohn said under oath that when the Apple iPhone launched in 2007, the price of the device, and the exclusivity with AT&T, led him to consider it a niche device. By 2011, seeing how far behind Samsung was in the smartphone industry, the company decided to focus on consumers and started to advertise year round instead of only during new phone launches. Sohn testified that the strategy shift worked. By the end of 2012, Samsung was the most preferred and most recognized smartphone producer in the states.

Samsung also called three Google engineers on the stand to testify that Google was working on many of the features that Apple claims that Samsung copied from it. Samsung's big smartphone sellers use the Android OS. During cross, Apple's legal team tried to show that the Google engineers did not know how Samsung would modify Android for the manufacturer's smartphones.

The trial resumes tomorrow.

source: WSJ

19 Comments
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posted on 14 Apr 2014, 18:45 12

1. chistoefur (Posts: 55; Member since: 05 Nov 2012)


This whole trial is a load of bs. Apple's gotta hop off the troll-train and let the competition push them, so that they can focus on bringing us better products.

posted on 15 Apr 2014, 05:23 2

18. Finalflash (Posts: 1865; Member since: 23 Jul 2013)


If you haven't noticed by now, they like their free rides, hard work isn't their main forte.

posted on 14 Apr 2014, 18:47 1

2. icyrock1 (Posts: 305; Member since: 25 Mar 2013)


"Samsung also called three Google engineers on the stand to testify that Google was working on many of the features that Apple claims that Samsung copied from it. "

...

Am I missing something, or wouldn't OEMs still owe apple money because of this? In the patent system (and IRL) it's normally first come, first served.

posted on 14 Apr 2014, 20:31 23

8. PapaSmurf (Posts: 8794; Member since: 14 May 2012)


The features Apple are suing Samsung over are part of the Android OS, which is all Google. Apple wouldn't dare to go directly against Google, but Samsung knowing it's an easier battle.

The whole trial is bs and shouldn't even go any further. Apple is just mad that Samsung took the #1 spot in sales. It's pure jealousy.

posted on 14 Apr 2014, 20:41 2

9. refillable (Posts: 652; Member since: 10 Mar 2014)


What a statement. I Couldn't say any better.

posted on 14 Apr 2014, 23:12

12. express77 (unregistered)


they just want to force their restrictions on their user's throat and squeeze more money as possible from users as well as competitors. the patent system, the patent price law etc should really be improved. not only apple but many other companies are taking advantage of stupid patent system and trolling as hell. unless patent system improves, companies will keep trolling and it will only harm competition and user experience.

posted on 15 Apr 2014, 00:58 1

15. jroc74 (Posts: 5171; Member since: 30 Dec 2010)


I read that a different way....

I read it as...Google was working on features that Apple claims Samsung copied....meaning if you wanna go after someone go after Google

Or

The features Apple claims Samsung copied arent copies....but features in stock Android. Still...if Apple has a problem...talk to Google.

posted on 15 Apr 2014, 02:38

16. deewinc (Posts: 162; Member since: 21 Feb 2013)


Or is absolutely correct.

posted on 15 Apr 2014, 21:35

19. roscuthiii (Posts: 1857; Member since: 18 Jul 2010)


Well... first come, first served muddied the waters a little too much for the USPTO so it has recently been changed to a first-to-file system.

This has greatly streamlined things as it makes it much easier for whichever companies have the largest legal (that's legal, not necessarily R&D) departments (like Apple and Samsung, et al.) too quickly file for and receive patents.

Sure, prior art still plays a role here, but it's quite a burden on individuals and companies without the resources of these larger entities to overturn a patent.

posted on 14 Apr 2014, 19:18

3. mturby (Posts: 269; Member since: 09 Jan 2013)


then why iphones are so popular these days? oh i know, iphone is an original product.

sammy biased fans may comment now.

posted on 14 Apr 2014, 19:54 6

5. applesucker (Posts: 81; Member since: 29 Oct 2013)


why popular? because alot of blind people has been deceived by the fake premium look of the iphone and most people these days doesn't know how to choose a best phone because they rather chose design over functionality and quality

posted on 14 Apr 2014, 20:03 6

7. palmguy (Posts: 302; Member since: 22 Mar 2011)


It's popular because it became the new hot girl in school. All the school boys want her. It was is a status symbol that is easy(well used to be)to use and looks pretty. Although the new HTC M8 looks more "premium" as they. It's just not that it phone(bla bla bla-stupid commercials). Pay me for marketing, please.

posted on 14 Apr 2014, 23:18 1

13. express77 (unregistered)


while steve jobs was there, iphone/ipad was always ahead of their competitors but after he died, all apple is doing is minor improvements, patent trolling and limiting competition. atleast jobs gave best specs along with doing business. but they are only doing business now, innovation no more.

posted on 14 Apr 2014, 20:01 5

6. DigitalJedi_X (unregistered)


The iPhone is far from original. Please stay away from the Apple flavored kool-aid.

posted on 14 Apr 2014, 19:21

4. darkkjedii (Posts: 12332; Member since: 05 Feb 2011)


Blah blah blah, someone's writing a check after this ones over.

posted on 14 Apr 2014, 21:35 1

10. StraightEdgeNexus (Posts: 3574; Member since: 14 Feb 2014)


I can clearly notice the change in attitude of samsung in form of galaxy s5.

posted on 14 Apr 2014, 22:13 2

11. gigaraga (Posts: 1357; Member since: 29 Mar 2013)


I completely agree with the title, and Samsung. Apple should just stop crying over their sales.

posted on 15 Apr 2014, 00:54

14. jroc74 (Posts: 5171; Member since: 30 Dec 2010)


The last paragraph and last sentence in it is huge......

So......just based off of whats written...Apple doesnt really have a problem with stock Android...but the way Samsung modified it....even tho Apple is suing Samsung for some things thats in stock Android....

Am I missing something?

posted on 15 Apr 2014, 04:46 1

17. 1ceTr0n (Posts: 527; Member since: 20 May 2012)


In otherwords "Apple, STFU already"

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