Samsung is saddled with a number of obvious problems. There’s the marriage to Android, which equates Samsung’s expensive Galaxy S6 line of smartphones to cheap. There’s the incessant copying of everything Apple; materials, look, feel, design, advertising. If Samsung wants to topple Apple from the profit perch, here’s how to do it.
Make A Better Mousetrap
In a nutshell, and as brief as I can be, that’s it. Samsung needs to beat Apple at what Apple does best. While the objective is simple enough, doing so isn’t so easy.
What made the iPhone the absolute darling of the smartphone industry? The original iPhone, and subsequent models redefined what a smartphone is and should be. Big screen, easy navigation, interactive ecosystem, etc.
Samsung has copied Apple’s designs from look and feel to materials, and as much as possible, thrown every bullet point feature it could dream up into a plastic coated container of technology stew.
Differentiation is an important element in product marketing and Samsung developed a split personality; trying to be like Apple by copying as much as possible, then slinging on the muddy features ad nauseam.
That didn’t work. Samsung started losing marketshare and profit share. The latest Galaxy class smartphone copies Apple more than ever but still misses what’s needed to overtake Apple.
What’s the compelling reason to buy a Samsung Galaxy S6? What was the compelling reason to buy an iPhone when Nokia, BlackBerry, Motorola, Palm, Microsoft and others seemingly owned the smartphone industry?
The iPhone simply worked better and was far easier to use than smartphones back in the day. To defeat Apple Samsung must have a notably improved product; not just a laundry list of incremental improvements here and there. That does not upend a market leader.
Unfortunately for Samsung, the company’s smartphone efforts are tied to Android, and while the stolen OS look and feel is much like Apple’s own iOS, customers associate Android with cheap brands while iOS and iPhone are considered premium brands. The same issue works when comparing Windows to OS X. One is the cheap OS that users love to hate, while the other is the premium brand that customers love.
Build a better mousetrap, Samsung, and profits will beat a path to your door. Oh, and stop crying wolf with all the The Next Big Thing Is Here comments. It’s not here. It’s not Samsung. Nobody will believe you until you deliver something greater than what already exists. Galaxy S6-whatever isn’t it.