Nothing less than the best from the best
Samsung Electronics, which has been leading the global mobile phone market with cutting-edge technology and design, delivered last year a whole new batch of hot phones, such premiums as the Ultra Edition, Skin Phones and Magic Silver Phones.
The company exhibited its technological prowess by introducing world's first products such as the 10 million pixel camera phone SCH-B600 and the 8GB super music phone SCH-B570. And at the same time, it successfully introduced WiBro, the next-generation telecommunication technology, in the US market.
Samsung Electronics estimates that the sales of mobile phones this year will show an 18 percent increase from previous year's to about 118 million mobile phones combined with 154 and 55 new models in overseas and domestic markets respectively.
Sweeping popularity of premium lineup
The premium models of Ultra Edition based on a new concept with condensed technology and design are giving rise to a worldwide popularity since the premium lineup was first introduced into the global market in July last year. The three Ultra models of 6.9 (X830), 9.9 (D830), and 12.9 (D900) are thought to have broken 5 million units in sales by December last year.
Following the unveiling of three 3G Ultra Edition models to the pubic in August last year, Samsung displayed in early December Ultra Music F300, Ultra Video F500 and Ultra Messaging i600 with enhanced multimedia functions, thus further empowering its Ultra Edition lineup.
Record setting Samsung
Samsung's most popular model last year was the Ultra Edition 12.9 (D900) which is forecast to have posted a cumulative sale of 3 million units by the year's end after the model made its debut on the global market six months ago. The Fashion Slide Phone E900, too, has emerged as a hot seller by recording sales of close to 3 million units since the model began to be sold in May primarily for the European market.
As for the domestic market, the Skin Phone (V890/V8900) which hit the market during the first half of last year became the single most sold model with sales of 520,000 units followed by magnesium Slim & J Phone Series (B500/ B5000/ B5050) that led the domestic craze for metal phones with 240,000 units.
Last year, too, Samsung displayed its technological prowess with a variety of firsts in the world. The models that have taken the world's mobile phone market by surprise were the world's highest 10 million pixel phone SCH-B600; BGB hard disc phone SCH-B570, the world's largest capacity phone; UMA phone SCH-P200, the next-generation multi-functional phone for the wired and wireless; Real World Phone SCH-V920 capable of roaming services around the world; and the world's first HSDPA phone SCH-W200.
In terms of design, too, there was a bounty of watershed products that became the world's first and gained much fame among consumers as soon as they appeared on the market with slim designs and cutting-edge technologies. The products include the Ultra Edition 6.9, the world's most slim 6.9 mm phone mounted with a 2 million pixel camera, and the 12.9 mm slide phone Ultra Edition 12.9 with satellite DMB functions.
Worldwide dispersion of next generation
Samsung Electronics showed off its status as a leader in the next-generation tech areas of WiBro and 4G through various forums such as WiMax Forum, Mobile WiMax Summit, and 4G Forum. Above all, Samsung accomplished a stirring feat in September by becoming the first Korean company to advance into the backbone business of networking in the US as the Internet service provider Sprint chose WiBro as its next-generation telecommunication technology. Also, the company ushered in an era of WiBro by developing Deluxe MITs, the world's first multi-functional device for display using WiBro.
Earlier in August, Samsung successfully demonstrated a 4G technology capable of transmitting data at 1Gbps for reception while stationary and at 100Mbps while on the move.
Samsung's diverse marketing
As the recipient of the Customer Loyalty Award bestowed by Brand Keys of the US for five consecutive years in the category of mobile phones and winning other similar accolades in China last year, Samsung's mobile phones have further consolidated the company's brand name as one of the world's most acclaimed brands. In addition to the joint marketing with Versace and other makers of masterworks, the company unfolded marketing efforts in diversified ways; film marketing in Europe, noble marketing in the Middle East, and sports marketing at the scenes of Olympics, Asian Games, and the World Cup.
At home, too, Samsung has steadily carried out various forms of premium marketing such as masterworks marketing conducted jointly with Mercedes Benz and art marketing that has grafted mobile phones onto art.
Samsung's avant-garde design In 2006, the designing power of Samsung has been further elevated and illuminated. In addition to the four coveted design awards of iF, reddot, IDEA, and G-Mark, the company won a total of 20 awards in various design competitions overseas. This includes Hong Kong's DFAA and the U.K.'s D&AD and other awards won in various categories such as accessory and packaging.
In design competitions at home, too, Samsung firmed up its status as the undisputed leader in the designing of mobile phones by sweeping a total of 34 awards, thus making 54 the combined number of awards won home and abroad.
Trend-setting Samsung
In 2006, Samsung led a new trend of materials marketing by applying cuttingedge materials like magnesium and reinforced glass-fiber plastic to its main strategic mobile phones.
In September, Samsung Electronics stirred up the metals wave in the domestic mobile market by introducing Magic Silver Phones the frontal parts of which are adorned with metals such as copper, nickel, and chrome. The company won the hearts and minds of consumers by successively releasing mobile phones utilizing a wide range of materials. The mobile phones include Ultra Edition 6.9 (X820), made up of reinforced glass-fiber plastics used as materials for the exterior of airplanes, and the rubber-coated Ultra Edition 12.9 (D900).
