subject: Samsung Mobile’s Rise to Success [print this page] Author: Simon Drew Author: Simon Drew
To say that the Korean company Samsung Mobile had a winning formula would be jumping the gun. Despite the fact that the company is part of the much larger Samsung Group (which is composed of various divisions such as electronics to ship-building), the mobile (or telecommunications) division still had a lot to go through before it became the famous brand that it is today. The mobile divisions biggest hurdle was the fact that the companys reputation was lower than that of its largest competitor, Motorola. This hurdle was so huge that it got to a point that during the 1980s the company president declared that unless the mobile division is able to produce a mobile phone that can match that of Motorola, Samsung would pull out of the mobile industry. Fortunately, the ultimatum paid off. Samsung was able to produce a great mobile phone that took advantage of Asian engineering and more importantly, engineering logic that customized the device to be suitable for use with Korean topography. Beyond Korea Despite the success they have had internally, Samsung Mobile has its goal set in the international market, and they have made it worldwide systematically. If there was one major flaw in Samsungs products, it was never the technical aspect of their phones, but their form. The Korean market is quite different than that of Europe. While the Koreans preferred to have their phones shaped irregularly and a little loud in terms of design, Europeans want something a little more simplistic and sophisticated. Phones that were designed to be presentable in both a boardroom meeting or during a formal dinner became the new output of Samsung. Top of the World Originally unable to compete with Ericsson, Motorola and Nokia (the previous top three), Samsung has now edged out Ericsson from the top three mobile phone manufacturers in the world, proving that their design ideologies and engineering capabilities are truly world class. Of course, this push did not come about so easily. As part of the ultimatum stated above, the company was forced to implement very strict and rigorous quality checks in order to break into the market. This included burning all mobile phones that failed to meet quality standards. It is estimated that they burned 188 million US dollars worth of devices. While this practice is not longer being implemented by Samsung, it is a testament to their devotion to producing devices of quality. Current Standing Aside from being one of the top three phone manufacturers, Samsung is now playing a new role in the industry, not only are they a phone manufacturer, they are now a platform developer. While Samsungs TouchWiz interface has been an impressive solution to many OS (much like HTC Sense makes Windows Mobile easier to use), the Korean company has decided that they are going to develop something more. This December of 2009 saw the launch of the Bada operating system. While no device has been announced for it, developers have been presented with a new, high-potential, platform that is set to see action by 2010. While Samsung has yet to announce a device for the OS, we can expect to see a Bada phone pretty soon.About the Author:
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