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Samsung marketing exec: Americans "obsessed with Apple, it’s time to change people’s attention"

0. phoneArena 30 Jan 2012, 09:43 posted on

If you look at the smartphone market in the US, especially in this last quarter it becomes clear - people love the iPhone and it just continues growing at astounding rates. Samsung is the big challenger and its latest ad campaign…

This is a discussion for a news. To read the whole news, click here

posted on 30 Jan 2012, 09:51 17

2. BioTek (Posts: 53; Member since: 23 Jan 2012)


And he's absolutely right.

posted on 30 Jan 2012, 09:54 18

3. MorePhonesThanNeeded (Posts: 618; Member since: 23 Oct 2011)


"...many people have the “what I have in my hands is me” approach." This describes the vast majority of iPhone adopters, sure there are those who genuinely got the phone because they were impressed with what it can do but those people are definitely in the minority. Samsung is doing what they will with all the publicity and targeting ads at the drone mentality of apple customers in a lighthearted way is useful. Brand awareness and of course it will cause people to start to stigmatize the Apple faithful as mindless drones who just take whatever Cupertino gives them and settles with it until their next "big" thing.

I wonder what that Super Bowl commercial is going to be about, I hope it's hilarious.

posted on 31 Jan 2012, 12:50 1

87. E.N. (Posts: 2224; Member since: 25 Jan 2009)


I really don't see how you can feel special owning an iPhone when it seems like everyone every other person owns one. I just don't see the logic in arguments like that.

But anyways, Samsung is really pushing the status symbol in their recent advertisements.

"Oh what is that? Is that a Samsung? It's a Samsung! Samsung? It's the Galaxy SII! Hey, you should just get a Samsung..I think I've just been Samsunged"

- they're really trying to make Samsung a buzz word. I don't see how you can complain about Apple when Samsung is pushing status in all their commercials. They're showing very little phone and features.

posted on 29 May 2012, 01:07

98. GorpBlumpkin (Posts: 1; Member since: 29 May 2012)


thats like saying the other people have the "its not apple so it must be good' approach. please.
people pick the phone they like for thier own reasons, why does it matter so much? you point out that the apple users are drones because they listen to what apple gives them.. How is that any different than falling for this or any marketing scheme by samsung? you're just mindlessly following them now instead of just going out and picking up a phone you like.
Maybe its just as simple as some americans like to buy a phone from an american company instead of a korean one.
maybe if samsung stopped making buckets of phones and focused only on one, they'd be a lot better. but they dont and its a crapshoot for which one will be supported with updates and which one will flat out suck.
The Samsung drones fall for exactly what Samsung is hopping for when they market against the iphone. i've owned a samsung with android, and i've owned a iphone... sure you can do more with the samsung, (altho the amount of absolute crap found in its unregulated app store is the reverse side effect of that), however with iphone actually works like i'd want a phone to. so i sacrifice some options and i pick the one that works. you should make up your own mind too instead of listening to marketing by any company that tells you something.

posted on 30 Jan 2012, 09:55 5

4. meetmadzky (Posts: 11; Member since: 24 Jan 2012)


I third the motion.

posted on 30 Jan 2012, 09:57 11

5. protozeloz (Posts: 5369; Member since: 16 Sep 2010)


I think we need more people saying what Android can do. Its a much better campaign, show them we have cool apps show them we have some games show them Android can be useful and they will buy.

Calling all possibilities is the best campaign for now

posted on 30 Jan 2012, 10:55 6

17. bucky (Posts: 1295; Member since: 30 Sep 2009)


those nexus commercials are absolutely terrible. The samsung commercials seem to be a much more effective marketing scheme

posted on 30 Jan 2012, 11:58

24. protozeloz (Posts: 5369; Member since: 16 Sep 2010)


I don't know. "Calling all possibilities" seemed good to me they don't go all out on specs but shoe usefulness of the gnex

posted on 30 Jan 2012, 13:07

37. max9777 (Posts: 59; Member since: 11 Dec 2011)


They don't go out all on specs because they don't need too. People in the cellphone market know that Samsung phones are good and spec wise powerful..

posted on 30 Jan 2012, 14:33 3

56. wakingup (Posts: 51; Member since: 13 Aug 2011)


I also dont think they want to. Some not as fanatical consumers dont know about all that jargon. They can ask what and AMOLED is, what a NFC is and such. No doubt, Apple is a monster when it comes to advertising and marketing, thats why its so big. Products on the other hand is over-rated- with the help of their insane marketing department.

Samsung and Google needs to do the same. Only that they have a better product(s).

posted on 30 Jan 2012, 11:30 3

22. MorePhonesThanNeeded (Posts: 618; Member since: 23 Oct 2011)


That would be nice, but the Samsung creative director of the ads is correct, as it's attacking the mentality of the customer. Remember iPhone is seen as a status symbol and when you start pointing out the nerdyness of waiting in line for a phone, I assure you that the superficial people will start to feel a bit uneasy. No one wants to be associated with something like that. Just like years back people wouldn't openly admit to being a gamer, because it was thought to be nerdy and back room. Now it's a cool thing to do. Samsung is just doing the reverse with their commercials, nice idea and it will definitely get a lot of attention. Samsung can do it because the GS phones are very impressive and are on par with Apple's iPhone in tech, but we will see if these guys capitalize on battery consumption.

posted on 30 Jan 2012, 12:04

25. protozeloz (Posts: 5369; Member since: 16 Sep 2010)


Good point. I personally though they where a bit harsh and more like some "hate" at the apple fanboys. Never saw it in that way. Adds going after your pride as a "non geek" or "cool dude" will have a certain effect on the average consumer

posted on 30 Jan 2012, 13:00

34. Jodabro (Posts: 35; Member since: 01 Dec 2011)


Problem with that theory is that just like being a "gamer" use to have bad connotation. Geek used to have a bad connotation as well, but because of the advancement of tech in our society has turned geek into cool/knowledged. Look at the success of tv shows Big Bang Theory and IT Crowd. Also the fact that Best Buy actually calls their tech group the Geek Squad says its marketable as cool. People have come to like geeks, it still is not cool to be a nerd.

posted on 30 Jan 2012, 13:06 1

36. Jodabro (Posts: 35; Member since: 01 Dec 2011)


When I was in sales the most effective way to get some to buy, was to find two features that they would actually use in their everyday life. Then they didn't just like it, they felt they needed it. This is what apple is doing in their marketing campain for years now. Sell the features of the phones. I am a Android user and prefer it over apple for many reasons. As a marketer they should find thoses features and sell that.

They could have sold voice actions before apple sold everyone on Siri. Problem is their are too many android companies working against eachother instead of against apple.

posted on 30 Jan 2012, 13:40

45. protozeloz (Posts: 5369; Member since: 16 Sep 2010)


Ive being saying it's what Android lacks. When siri was brought people believed it was something overly ground breaking. But voice actions existed. And speech recognition as a way of input was normal on Android. People need to know what Android can do before they use Android. It's what makes Android popular.

posted on 30 Jan 2012, 10:19 4

7. ryq24 (Posts: 469; Member since: 17 Oct 2011)


owning iphone is a status symbol. samsung phone is for those that cant afford an iphone.

posted on 30 Jan 2012, 10:25 9

10. GALAXY-S (Posts: 701; Member since: 07 Jun 2011)


any hill billy has an iphone now.. and sir its more expensive to own a nice samsung than an iphone even on contract... your just an is33p like the rest

posted on 30 Jan 2012, 10:32 4

12. jamrockjones (Posts: 345; Member since: 26 Oct 2011)


Psh, it's not about the price! People who bought the Razr when it first released paid $100 more for their phone than those who bought a 16GB iPhone. I'd pay what I would have to for the latest and greatest...... which does not include the iPhone.

posted on 30 Jan 2012, 12:50

30. tedkord (Posts: 4282; Member since: 17 Jun 2009)


I paid more for my Thunderbolt than I would have for an iPhone. How do you explain that? (Or, do the words get scrambled inside the RDF?)

posted on 30 Jan 2012, 10:23 6

8. GALAXY-S (Posts: 701; Member since: 07 Jun 2011)


Samsung should release there phones in the U.S alot sooner instead of making us wait longer than everybody else

posted on 30 Jan 2012, 10:33 4

13. tech-head (Posts: 132; Member since: 02 Sep 2011)


They need to release their phones simultaneously worldwide. If they could release the GS3 worldwide, that would be awesome.

posted on 30 Jan 2012, 10:37

14. GALAXY-S (Posts: 701; Member since: 07 Jun 2011)


yea that would also be a great idea.. i think the phone would have sold more here in the US if it would have sold sooner
.. what ever is "cool" in america tends to be cool in most other places in the world

posted on 30 Jan 2012, 12:52

31. tedkord (Posts: 4282; Member since: 17 Jun 2009)


Blame the carriers more than Samsung. They all want to cram the phones with bloat, and tie them down to ensure you can't get any functionality for free that they could potentially charge you for.

posted on 30 Jan 2012, 10:23 11

9. bucky (Posts: 1295; Member since: 30 Sep 2009)


i think samsung is doing a great job with advertising.

For the first time, i have people asking me questions about android and my sgs2 because they are seriously considering buying it over their iphone. Android's biggest problem is having soo many manufacturers releasing laggy android phones...

posted on 30 Jan 2012, 12:07 3

26. protozeloz (Posts: 5369; Member since: 16 Sep 2010)


The bad Android phones steal reputation from the good phones. Its adroids weakness

posted on 30 Jan 2012, 10:48 2

16. darac (Posts: 2156; Member since: 17 Oct 2011)


oh, the revelation.. after years it dawned on Samsung.
that apple is absolutely superior and still untouchable in one thing, which happens to be the most important one - selling the products.

let's hope the rest finally start learning something

posted on 30 Jan 2012, 11:55 1

23. taz89 (Posts: 2009; Member since: 03 May 2011)


Samsung have not had a bad quarter themselves and apple maginally sold more but also had 1 week more of sales..Samsung still sold more smart phones overall in 2011 so I think they know what they are doing and seem to be selling fine don't you think?

posted on 30 Jan 2012, 11:04 6

18. squeeb (Posts: 99; Member since: 02 Dec 2011)


Meh, I don't have a single iProduct in my house.

posted on 30 Jan 2012, 12:41 2

28. vishu9 (Posts: 251; Member since: 03 Mar 2011)


Me neither!! I'm on the path to getting everybody "samsung-ed"!! :D

posted on 30 Jan 2012, 12:54 1

33. tedkord (Posts: 4282; Member since: 17 Jun 2009)


I've got one iPod, my daughters. She's not very tech savvy, so it's perfect for her. I made her put iTunes on her laptop, though - stinking program gummed my PC all up, tried to tie into everything.

posted on 30 Jan 2012, 11:12 3

19. itiswhatitis (Posts: 421; Member since: 23 Jan 2012)


I think she should have said some americans rather than just "americans are obsessed with apple" because there are millions of americans who love android much much more than iCrap!!!

posted on 30 Jan 2012, 11:27 3

21. Slammer (Posts: 941; Member since: 03 Jun 2010)


What Google needs to do(or should I say not do), is rely solely on the manufacturers for advertising Android. Google should create an all out assault on advertising their product as an entity. HTC, Samsung, Motorola etc, are more into pushing their products rather than highlight the operating system itself. This percieves the view that Android is a phone; not the base operation of the phone.

I feel that is where Google is weak. People are viewing Apple as Apple and Samsung, Motorola etc as each separate systems.

So, Google needs to advertise Android as a collective or consortium to show the popularity is more than percieved. That is how society judges popularity. Everyone uses the words "Sheeple Marketing" but often fail to see that this is how Apple dominates notoriety. It is heard so often, that people feel this is the product that needs to be bought. Android needs to implement the same strategy instead of relying on the manufacturers.

John B.

posted on 31 Jan 2012, 13:05

88. E.N. (Posts: 2224; Member since: 25 Jan 2009)


That's because they are separate systems. I think many are missing the point that all the manufactures are competing against each other. Samsung announcing record sales was probably just as bad of news to HTC and Motorola as Apple announcing their record sales. Samsung, Motorola, HTC, and LG aren't a family,they're competitors in Android and Windows.

The fact that many people think that Android is a phone and not an OS was no accident. It all started with the "Droid" marketing campaign that had people saying "I want a Droid phone". It was purposely done to sell more devices

posted on 30 Jan 2012, 12:23

27. hfielding (Posts: 3; Member since: 24 Dec 2011)


Samsung should really get the battery situation resolved. I have an Iphone and a Galaxy S2. The GS2 is my main phone, but can not last a full day, I have push email as the only background item running, anything else and my battery drains to the point I just want to smash this beautiful on the ground, my Iphone on teh other hand has 4 email accounts, skype, Voxer, Facebook, and Google+ all running in the background, after 14 hours, I still have 67% battery. I only wish my GS2 would allow me to have apps that I would like to use running in the background. COME ON SAMSUNG , help us out with this battery issue. I do have one question if anyone can answer, The T-Mobile Galaxy S2 is rated as having 7 days (167 Hours) of standby, under what conditions is that possible??

posted on 30 Jan 2012, 13:40

44. taz89 (Posts: 2009; Member since: 03 May 2011)


I think you may have a dodgy battery or buy the extended 2000mah battery...with the standard battery I get through a day very easy with couple of hours of podcast,couple of hours of music,few hours of web browsing,general texting and also have Gmail,hotmail,Facebook,twitter and a weather widget on auto sync...don't make much call but I have never had a day when the battery run out on me. I really would suggest the extended official battery and see that if it helps you.

posted on 30 Jan 2012, 12:53 1

32. KickRocks (Posts: 104; Member since: 22 Mar 2011)


The iphone is a popular device for whatever the reasons. Period. I have owned the first two generations before switching to android and it just fits me better. I have the
SE4GT and love it. Samsung has their work cut out for them if they plan to do a hostile takover here in the states. People here stick the brands they are most familiar with and here in the US of A its Apple

posted on 30 Jan 2012, 13:11 1

40. theBankRobber (Posts: 645; Member since: 22 Sep 2011)


Give it another 2 hours and this article will be blown up with arguments lol. Alot of die hard fan boys are still in school or at work, so they won't flame it up until about another few hours. Haha keeping my eye out on this listing.

posted on 30 Jan 2012, 13:26 1

42. 530gemini (Posts: 2198; Member since: 09 Sep 2010)


Samsung owners switched to the iphone. Iphone owners stick to the iphone. That sends a clear message that consumers have tried both platforms and they prefer the iphone. And no amount of attacks to consumers via ads can change that. Just makes Samsung look desperate. What Samsung needs to do is to stop copying Apple products, lol.

posted on 30 Jan 2012, 14:15 2

50. snowgator (Posts: 3188; Member since: 19 Jan 2011)


I have no idea if your "Samsung owners switched to the iPhone." statement is right, as I have seen nothing to back it up. But I do know one thing: iPhone users stay with Apple. Up to this point, they have like a near 90% or greater retention rate depending on what research results you look at. That is phenomenal.

posted on 31 Jan 2012, 08:00

81. thinking (Posts: 130; Member since: 19 Jan 2012)


Copying what from Apple?

posted on 30 Jan 2012, 13:31 1

43. 530gemini (Posts: 2198; Member since: 09 Sep 2010)


What samsung also needs to do, is to make sure those phones they release can be upgraded when newer os versions are released, and not to leave their users in the dark scrambling for ways to get an os update, hahahahaha.

posted on 30 Jan 2012, 13:47 3

46. itzmando (Posts: 114; Member since: 17 Oct 2011)


But Apple iphone users switch to Samsung phones as well, its not just one way. Everyday I am sure plenty of consumers exchange phones for a different one. Samsung's ads are very funny to me, and will expose how iphone users are just like android users except we don't wait outside for the newest iteration of the iphone model that gets picked up in the news.
I am not going to lie, I am an android user, but I had an iphone 3G for AT&T until android came to Verizon. I bought the first Moto Droid and loved how it was very customizable compared to the app only layout home screen. To me I thought the droid was more durable, since I tend to drop my phones, my iphone was great and smooth but after reading high reviews for the moto droid, I had to have it. Also my iphone sucked with calling and I live in a very at&t saturated area.
Also had a basic Samsung flipphone non-camera for 2 yrs. in '05. Over my 2 contract before I got my GN, I upgraded to Droid1, Droid2, and Droid2 Global. All of my phones have been great so Motorola and Samung are really great OEMs.
So please don't hate on customer's choice in switching to an Android phone when they came from a iOS device. You are just trollin NOT contributing to the community.

posted on 30 Jan 2012, 13:48 1

47. taz89 (Posts: 2009; Member since: 03 May 2011)


What are you saying that iPhone owners don't change for the galaxy s2 cause that's exactly what I did and have seen on other forums etc of people doing the same...they are making a joke of the serious apple fans who will buy apple only regardless of whether there are better products made by others and will stick with apple no matter what...personally think this ad is just there to make fun and.not convert the hardcore fans but the people who have yet to make a jump to smartphones and the people who are deciding between the two.

posted on 30 Jan 2012, 14:09 2

48. ghost__uwi (Posts: 175; Member since: 28 Nov 2011)


When I see android getting more hate comments than apple then I know android is the most popular brand.

posted on 31 Jan 2012, 13:09

89. E.N. (Posts: 2224; Member since: 25 Jan 2009)


Android getting more hate comments? Dude where have you been?

posted on 30 Jan 2012, 14:12

49. snowgator (Posts: 3188; Member since: 19 Jan 2011)


It is a good, amusing ad. I am not sure it appeals to the everyday, basic mobile buyers, but makes a great point of "talking down" to Apples "if it's not an iPhone, it's not an iPhone" commercials.

It will be real interesting to see if Apple acts like a front runner and just ignores them, or responds with their own campaign. That may show how effective this is.

posted on 30 Jan 2012, 14:20 1

53. Windsponge (Posts: 92; Member since: 01 Nov 2009)


It is not a very good ideal to dog people you want to buy your phone. My last two Samsung phones were junk. My IPhone is a much better phone. They will never beat Apple by saying people are sheep. The only way to beat Apple is to build a better phone. Samsung has failed to do so as of yet.

posted on 30 Jan 2012, 14:31 1

55. Evil_SaNz (Posts: 258; Member since: 20 Oct 2011)


Also the iphone 3G is junk compared to a white galaxy s2 with metallic-style rim. Don't see your point.

posted on 30 Jan 2012, 14:46 3

57. solidsnakeduds013 (Posts: 215; Member since: 20 Oct 2010)


Awww I just got samsunged!!!

posted on 30 Jan 2012, 14:47 3

58. Jeradiah3 (Posts: 963; Member since: 11 Feb 2010)


Every company has its flaws. i had the iPhone 3G and i didnt like the small screen and syncing everything thru iTunes. Theres not much improvement with the iPhone 4 or 4S and that gets old and boring. Synching everything thru iTunes makes me feel restricted and i dont like that

posted on 30 Jan 2012, 15:12 2

59. thephoneguy92 (Posts: 191; Member since: 29 Dec 2011)


Keep in mind while reading this comment, that I am not biased towards either OS, I have owned both, and I know a good deal about each one. That being said, I will never understand why people call people with iPhone's sheeps, or say they suck because they own an iPhone etc. Sure, Android lets you do so much more in terms of flashing custom ROM's, customization, and really getting the most out of your device. For this reason, I do like Android better. With that being said, not everybody is looking for that in a phone. Many people are looking for a beautiful phone that works extremely well. And guess what, an iPhone does just that. It doesn't offer the capability to root your phone etc, but there is only a small percentange of people who want to do that, and in that case, they would be stupid to buy an iPhone. An iPhone offers the smoothest OS out there (excluding WP, since I have yet to get my hands on one) and it's extremely easy. While Apple it's a fact that Apple isn't very innovative, it's also a fact that the things they do have work very well, and they spend quite a bit of time making sure of that. Now I know people will jump up and site Apple's problems like short battery life and Siri malfuctioning etc, but that would just be silly to act like Apple doesn't make good products. They also add support to their products and make sure all their products are up to date. This has never been a discussion about which OS is better, it's always been about what you are looking to do with it. It seems that every person in these threads has began to take an insult directed towards their phone as a personal insult. It's getting out of hand.

posted on 30 Jan 2012, 15:36

60. Remlxfa (banned) (Posts: 3; Member since: 29 Jan 2012)


I rather an iPhone of sammy any day

posted on 30 Jan 2012, 15:45 6

61. remixfa (Posts: 13902; Member since: 19 Dec 2008)


wow.. I have a parody. dude.. at least use proper English if your going to parody me.

posted on 30 Jan 2012, 17:52 1

67. quakan (Posts: 1140; Member since: 02 Mar 2011)


That has to suck to have someone be a douche and try to be you lol.

posted on 31 Jan 2012, 16:59

93. snowgator (Posts: 3188; Member since: 19 Jan 2011)


Your Kermit is wayyyy cooler than his Kermit. Not even close.

posted on 30 Jan 2012, 17:12

63. iDroidx650 (Posts: 72; Member since: 26 May 2010)


Yea sadly its true. There are some like me that tried Android but the iPhone works better with my lifestyle. This does not make me a sheep. I have two lines one for my 4S and the other for my Nexus. I primarily use my iPhone to call, text, games, social networking but use my Nexus for Netflix, Youtube, web browsing, and navigation.

posted on 30 Jan 2012, 17:37 1

65. davidvvassallo (Posts: 39; Member since: 02 Jul 2011)


I think Samsung are exaggerating with these ads, in fact they don't really make me want to buy the sii it just makes me hate Samsung. And I own 2 Samsung smart phones, I don't think my next phone will be a Samsung

posted on 30 Jan 2012, 18:15

68. Johnny_Mnemonic (Posts: 240; Member since: 05 Oct 2011)


Davidvvassallo Your next phone will. Be a icrap

posted on 31 Jan 2012, 08:03

82. davidvvassallo (Posts: 39; Member since: 02 Jul 2011)


No cause i prefair android than ios. And when you are saying icrap you are lying because altough they have kept the design and ram, there cpu and gpu are the best and eveyone knows. And yes i know they didn't make the cpu Samsung did

posted on 30 Jan 2012, 17:50

66. quakan (Posts: 1140; Member since: 02 Mar 2011)


You have to admit, Apple has a damn good marketing team which probably includes some of the best psychologists. Everywhere I go, people still seem impressed when someone pulls out an iPhone. They've made it to where people associate the iPhone as almost luxury-like as if it's the Ferrari or Bugatti of phones. There are people who own the top of the line android phones, you know, the ones with better specs and more features, and you still see them look at iPhones with some sort of envy which is surprising. Apple has been able to put it in people's minds that no matter how much better your phone might actually be, the iPhone is still king. I would love to see the research that has been gathered by Apple psychologists and how they have applied that to create such a powerful marketing campaign.

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