'Fortune' magazine: Samsung rule the world of the road? Source: Sina Technology 'Samsung moment' in order to figure out how Samsung emerged as the largest US mobile phone maker, and become Apple's 'thorn', had a conference last fall from the start. One morning in mid-September 2012, Apple CEO Tim Cook (Tim Cook) at an event held in San Francisco, unveiled the mystery of the iPhone 5. At this time, hundreds of miles away in Los Angeles Wolfgang - Parker (Wolfgang Puck) restaurant, Samsung's marketing department executives being held his breath, watching in real time outside of Cook's speech reactions. They sat around the table filled with laptops and TV screens around, pay close attention to any new features, monitor the blog and social media sites are the latest comments about the iPhone 5. With the continuous influx of data, the same body in Wolfgang - Parker restaurants writers Samsung advertising departments who are trying to dig useful information. At this moment, this restaurant has become a war room. Two hours later, when the time Cook Zouxia Tai, Samsung team has drafted more than involving print, digital and television and other media advertising copywriter. With the iPhone 5 went on sale, the Samsung in the next week, through the television advertising of Apple fans line up to buy iPhone 5 big plus ridicule. During this time 90 seconds long commercials, eventually became in 2012 the most popular technology advertising, online viewing number exceeded 70 million. More importantly, a few weeks after the release of iPhone 5, Samsung's next-generation flagship smartphone Galaxy S III created a new sales record. USA Chief Marketing Officer of Samsung's mobile division Todd Pendleton (Todd Pendleton), said: 'We are very clear that this will become an important moment in the technology industry, consumers attention we want to take advantage of this opportunity and will. The moment it becomes Samsung. 'Samsung will undoubtedly find the secret of the success achieved this purpose so that they become the focus of much attention. In recent years, the South Korean company invincible, conquered the global mobile industry, even Apple can not escape the US domestic market. Last year, Samsung replace Nokia as the world's largest mobile phone maker, the global market share of 29%. In addition, Samsung is the world's largest smartphone vendors, with Apple in the US market competition heating up. Although most analysts believe the United States in the competition in the smartphone market, Apple slightly the upper hand, but also there is a market research firm ABI Research believes that the proportion of Samsung's smart phone shipments in the United States has reached 33 percent, has gone beyond accounting for 30 percent of the apples. US mobile operator T-Mobile USA CEO John Legere (John Legere), said: 'Samsung is really too much fire.' Speaking of Samsung reasons for the success is nothing more than good marketing, superior innovation and operational capabilities, and users want to iPhone alternatives. Although Samsung is not the first company to develop Android mobile phone manufacturers, but it quickly emerged from Android hardware manufacturers camp, it introduced Nike Air Max Humara a thin, large-screen configuration of Android phones, which have impressive and innovative features, As long as lightly touching two phones, you can send photos. Thanks to a tightly controlled from the screen of memory chips so the whole supply chain, Samsung can move quickly to meet market growth in demand for its products, sold worldwide last year, more than 215 million smart phones. To hoard Samsung devices, mobile phone manufacturers willing to make huge concessions, signed an exclusive sales agreement to abandon the practice; last summer, Verizon Air Jordan 9 Wireless, T-Mobile, Sprint and AT \u0026 amp; T agreement, while sales of Galaxy S III. Achilles' Heel Of course, not everyone likes the South Korean company. For example, Apple with patent infringement, in many countries sued Samsung in the coming years the two companies probably will frequently involved in patent war. Although Samsung in a few years, become a world-renowned brand, but it is not much of the wireless ecosystem control force. The ecosystem of mobile operating systems, applications and other software services constitute stores, smart phones can today's achievements, these elements contributed. As the saying goes, Misfortune blessing of the Forest, Fu Xi disaster of the V. It is the same for Samsung continued to climb to new heights of power, such as the Android platform, applications, and innovative products that consumers desire, but also make it in front of many Android hardware manufacturers to expose the 'Gate of Life.' In order to compete for the throne of the world, these vendors are quiet work. Do not delusional handedly Apple alone, you can easily resolve the Samsung offensive. Legere Speaking South Korean electronics giant said: 'I think they have attracted the attention of other companies.' In the last year, 'Fortune' magazine Global 500 list, with $ 149 billion of Samsung's revenue rankings Article bit, but who would have thought that this was founded in 1938, multinational group, has relied on selling dried fish, vegetables and fruits started. Under the leadership of founder Li Bingzhe (Byung-Chull Lee) Samsung eventually moved its headquarters to the capital, Seoul, to go into new markets. A turning point in the late 1960s, Samsung entered the electronics industry. Initially, it is only minor, mainly produce cheap television and air conditioning. Samsung finally ushered in a turning point in 1995, that year, Li Bingzhe's son, when he was chairman of Samsung Lee Kun-hee (Kun-Hee Lee) is located in North Gyeongsang visited a factory in Gumi. It is said that Lee will be the company's latest mobile phone as a New Year gift for employees, but not used in these phones after I heard, he was very scared. So he will stock the tens of thousands of Samsung handsets stacked Gumi factory, then burned. After this profound lesson, Samsung began to increase R \u0026 D investment, and introduced some of the top products, such as the world's first MP3 phones, the highest pixel camera phone, and the other runs on Korean super high-speed wireless network equipment. But in some countries, especially the United Air Jordan 6 States, Samsung brand has not much appeal, in part because it allows mobile Nike Dunk SB Mens operators dominate the promotion of products and marketing activities. By 2010, that is three years after the advent of iPhone, Samsung finds this difficult to achieve a low-key strategy, particularly in the US market. Samsung Mobile US president Dale Thorne (Dale Sohn) later formed a rather local characteristics of the leadership team, trying to find a way for Samsung to control their own destiny on the road, but not like before, dependent on partners to promote to consumers. According to Thorne recalled, although he maintains regular contact with the Seoul headquarters of the boss, but in how to develop the best strategy for the domestic market, he has a certain degree of autonomy. As a result, Samsung headquarters is difficult to directly interfere with his plan, this change came to be known as the 'paradigm shift' in Samsung insiders. Master their own destiny in June 2011, Thorne from Nike hired Pendleton, who is Nike global brand communications director. At that time, Samsung has introduced the second generation Galaxy smartphone S II. This smartphone configuration 4.3 inches display, built near field communication technology, as well as a unique feature: once it down on the screen, can become mute setting. Pendleton said: 'This phone features than similar products on the market, but the problem is that no one knows it.' Pendleton act quickly. In just a year and a half, he set up from scratch a strong marketing team. Pendleton newly promoted vice president of retail channel marketing Cote Lena Turner Gan (Ketrina Dunagan), established the Galaxy Studios, so that consumers do not have to go to Best Buy or carrier retail stores, you can test 2015 Latest Nike Shoes the Samsung mobile phones. Another executive Brian Wallace (Brian Wallace) is single-handedly led the Samsung digital marketing activities in the United States. According to Wallace's suggestion, Samsung and digital analytics company Networked Insights established cooperation, allowed the conversation to help explore and utilize social media, which has become part of Samsung's strategy to deepen ties with the consumer. Wallace revealed last December that he would leave to join Google's Motorola, Samsung mobile, while still maintaining Networked Insights partnership with Samsung. A few months after joining Samsung, Pendleton has reached a cooperation with MDC Partners advertising agency 72andSunny's subsidiary. 72andSunny co-founder and CEO John Boyi Le (John Boiler), said: 'At that time, Apple is the market leader in mobile phones, other companies can only compete for second place.' Discredit Apple action Pendleton worked during the Nike , has repeatedly cooperation with 博伊勒. It was his team, made a mockery of fruit powder marketing activities. In the past year, 72andSunny help Samsung has launched four products advertising, including Galaxy S III. In that discredit the popular Apple's ad, a fruit powder lined up to buy Apple phone, but eventually it was discovered that he had a position in the accounts to their parents, it is the subtext 'iPhone is no longer cool.' Of course, Samsung put in a lot of marketing money. Market research firm Kantar Media's data show that the first three quarters of 2012, Samsung's marketing efforts in the United States reached $ 349 million, far higher than the $ 191 million a year earlier. But as Pendleton noted, if the product does not appeal, even put more advertising, would not have any effect. In 2011, Samsung's R \u0026 D investment amounted to $ 8.7 billion. Samsung's global workforce of 22 million people, one quarter of them work in research and development. Samsung products are developed and produced by the Asian team, then improvement and packaged locally. Samsung researchers are currently experimenting with a number of innovative designs, such as folding screens, new storage technologies, all of these new technologies or new designs will be integrated into Samsung's next generation of smart phone products. In fact, Samsung's another secret to success is that many primitive control and independent production of mobile phone products. Samsung has the ability to rapidly increase production capacity element, which also makes other mobile phone manufacturers, Samsung has become an important component supplier. Ironically, Apple turned out to be one of the biggest parts of Samsung customers. Market research firm HIS semiconductor industry analyst Len Jelinek (Len Jelinek) pointed out that 'if you want to accomplish the same task, Samsung all competitors must rely on a third party. Because of their control of all operational activities, Samsung and competitors to take the advantage in the game. 'Relations with Google delicate relationship between Samsung and Google in the same subtle changes occur. Samsung launched its first Android smartphone Galaxy S Jordan Melo M10 in 2010, and before that, HTC has already released the first so-called 'Google phone.' After embracing Android, Samsung is rapidly becoming the king of the platform: Today, it produces 45% of Android phones total. Senior vice president of mobile services Google Andy Rubin (Andy Rubin) said that Samsung is still the chip technology field with Google to establish a cooperative:. 'We work together to develop a variety of products it is this partnership Nexus, Android platform in order to fully use advanced features embedded processors. 'Needless to say, the Samsung Android platform dependence, but also accelerated its mobile phone sales growth. But everything has its pros and cons, Android has become Samsung's 'Achilles' heel.' Samsung, although some of the services built around Android, trying to get Galaxy series has its own characteristic appearance, but in the end did not have the internet. In fact, as an open platform for all mobile phone manufacturers are free to use Android, which is being developed to include more low-cost mobile phone Chinese hardware manufacturers. Further, as Android developers, Google has acquired Motorola's mobile. If Google decided to take the power of Motorola's mobile to compete for market share, it is the relationship between Samsung and Google will become a competitor from a partner? The mystery remains to be seen. Samsung said that as an 'open' company, they have the ability to respond to this change. Air Jordan 8 For example, Samsung has introduced a Windows Phone 8 device Ativ Odyssey, will hit the US market in the coming weeks. Samsung also said it would adopt a Tizen phone system product in production later this year. Tizen is an open source operating platform, has been Intel's support. Vice president of Samsung's soft power strategy and market intelligence Justin Denison (Justin Denison), said that Samsung did not have the Android ecosystem, which will not affect their ability to innovate. Having said that, Samsung is still around Android build their own content and services, such as Music Hub, the service allows users to buy and download a song, and then stored in the cloud. In order to enhance the 'soft power', Samsung is leaving his mark on Silicon Valley. Last December, Samsung will soon announce the establishment of a start-up company incubator in Palo Alto, San Jose also is to create an area of 1.1 million square feet of research and development center. Samsung executives not stated publicly whether it intends to develop a new operating system. Industry observers say, if not in full control of hardware and software, Samsung probably will miss a great opportunity: to make all of its consumer electronics products work seamlessly. Once you have a proprietary operating system, the Samsung can make their own production of television, mobile phone or even a connection is established between the washing machine, the device can be easily shared among different applications and content, thereby greatly enhancing Samsung's entire line of consumer electronics products to users stickiness. But starting in the 1990s, hardware manufacturers and Internet companies have been exploring this integration, many analysts are not optimistic about the prospect. Asymco analyst with market research firm, Apple critic Huoluo Si · Dedi Wu (Horace Dediu) said: 'I have yet to see that they are entering the next phase.' Samsung is still focused on the US team is currently under development and promotion of a popular product. While Thorne and Pendleton cool element of positive comments and Galaxy devices currently get satisfied, but two of them have realized that, in the consumer electronics field, success is often very short. If Samsung can not maintain the pace of innovation, to create a product so that users flock to experience, it is possible to step RIM's footsteps and become the laughing stock of the other company's advertising campaigns. (Sailing)