Samsung’s competitors with Apple is on premium cellphone ($400+) market share, and Apple is crushing Samsung on this market.
Different market share metrics don’t actually matter all that a lot due to the straightforward proven fact that, based on Counterpoint , Apple dominated the worldwide revenue share of cell phones, holding 65 p.c of the worldwide earnings with simply 9 p.c (!!) of the overall handset shipments throughout Q2 2017. Counterpoint additionally reports that over the summer season of 2016, Apple was promoting simply over 50 p.c of the worldwide premium smartphones, and Samsung was promoting slightly below 25 p.c. By December 2016, these numbers had grown to 70 p.c and 17 p.c, respectively.
Samsung spent an astonishing $10 billion on advertising in 2016, and whereas it doesn’t report how a lot of it was spent on advertising its premium telephones, it was possible within the billions — and doubtless greater than what Apple has spent globally.
So why is Samsung’s premium cellphone market share shrinking? Why do shoppers with discretionary spending nonetheless choose Apple in such giant numbers?
The reason being not the product. Samsung is a product innovation powerhouse, launching state-of-the-art units that compete face to face with Apple’s cellular merchandise and getting rave evaluations. The rationale for this extensive hole within the premium handset market share lies elsewhere: in gross sales and advertising innovation — or lack thereof.
Samsung is a South Korean manufacturing firm, which depends totally on channel companions to promote its cellular merchandise. That signifies that Samsung’s leaders see their companions as bearing the accountability for the shopping for and servicing experiences. Samsung has been specializing in offering large advertising air cowl within the type of advertisements, sponsorships and some other exercise that’s externalizing all of the creativity and innovation in gross sales and advertising to a third-party. Samsung simply likes to outspend its rivals with cash they offer to advertising companies — cash that isn’t invested in inside capabilities.
However that simply doesn’t reduce it towards a complicated direct-to-consumer powerhouse like Apple. Apple has been launching state-of-the-art merchandise too, however it’s matched by state-of-the-art direct gross sales and advertising capabilities. Apple is the world’s most profitable retailer (gross sales per sq. foot), by far. Apple can be exhibiting off these achievements and prioritizes them: In its 2017 occasion, Tim Cook dinner opened the keynote and earlier than he offered any of the brand new merchandise, he referred to as on Angela Ahrendts, SVP Retail, to point out off the innovation and superb new experiences of shopping for and immersing with Apple.
That was earlier than anybody talked in regards to the iPhone X or some other product. In a manner, it confirmed that Tim Cook dinner thinks that the expertise of shopping for from Apple has extra long-term affect on the enterprise than the following model of the iPhone. The scaled private contact with Apple, the patron interplay, is so necessary — and it’s the key to its continued wins over Samsung. Samsung management merely doesn’t care as a lot about it as Apple.
Working example: In August, DJ Koh, Samsung’s president of Cell Communications Enterprise, went onstage in the course of the Unpacked occasion of the Note8 and talked in regards to the product, solely to be adopted by Justin Denison, SVP of Product Technique, to speak extra about, nicely, the product. This sample is constant all through Samsung’s main keynote addresses at CES and MWC. With uncommon exceptions, and all the time low in precedence, Samsung’s leaders merely don’t showcase the expertise of shopping for Samsung or getting service at Samsung.
This tradition and technique distinction is also manifested within the innovation taking place throughout the model’s gross sales and advertising departments. It begins with buyer information. You may’t use the iPhone with out having an account with Apple, which signifies that Apple is aware of lots about you. In Samsung’s case, it has yielded the client information profit to Google, although the advantages of that call most likely outweigh the detriments.
The working system excuse doesn’t let Samsung off the hook. Apple is repeatedly enhancing its inside gross sales and advertising capabilities as a result of it has an easy administration construction. Subsequently, it may possibly experiment as quickly right here because it does with its merchandise (and doubtless quicker). Apple is making use of AI and different novel ideas in its operations. Apple was the primary among the many two to experiment with proximity in its gross sales operations, and its CRM system is state-of-the-art.
Opposite to that, Samsung depends upon its sister firm, Samsung SDS, for a lot of of its inside gross sales and advertising capabilities. This construction causes numerous friction, and innovation lags considerably behind Apple. Excluding its companies, Samsung just isn’t utilizing AI in its gross sales and advertising operations and it has solely simply began experimenting with proximity (full disclosure: I initiated the event and supply of this functionality). Most of it’s no due to management in Korea however to the artistic advertising expertise right here within the U.S. that’s keen to take dangers and craves to innovate.
In service, Apple’s Genius Bar and name heart is the usual to match. Samsung was nonetheless utilizing pen and paper earlier this yr in most of its customer-facing service operations in its flagship location at 837 Washington Avenue in NYC.
Samsung can shut this hole with Apple if its Korean management will change the tradition, prioritizing and investing in gross sales and advertising innovation. It also needs to take into account breaking away from Samsung SDS or merging with it (shareholders are pushing for it), simplifying the administration construction over its inside IT techniques.
Apple proved that to be able to be the chief on this premium class, a model have to be investing and committing to offering one of the best purchasing and repair expertise doable. If Samsung might match its world-class merchandise with a world-class shopping for and serving experiences, it has an opportunity of leveling the enjoying discipline with Apple within the premium handset market.
Featured Picture: Chris Ryan/Getty Pictures
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