Samsung spearheads drive into convergence

Samsung spearheads drive into convergence

Samsung is targeting the converged market with the launch of its latest tablet – the slimline Galaxy Tab 10.1 – on 4 August.

In a major sales push, the manufacturer is setting up special play zones within both mobile and  electrical stores where specially trained staff will educate customers on how Samsung’s Galaxy tablets and smartphones interact with the Samsung Smart TV as part of a converged offering.

Speaking to Mobile in an exclusive interview, Simon Stanford, Samsung Mobile's UK and Ireland MD, said: ‘Our Smart TVs are a huge step forward which will allow smartphone and tab users to interact very closely with Smart TV. There have already been over three million downloads of the Smart View app already.’

He added: ‘We are the only manufacturer in the UK that can offer such breadth and quality that’s affordable to the mass market and we are the only manufacturer working very closely with our other divisions to deliver a converged offering. This is a very exciting development for us.’

Stanford said using the Smart TV is also a good way to promote Samsung’s tablets.

He explained: ‘We have to go that extra step in store to communicate the benefits of the product and the play tables will focus on different aspects of the tablet backed up by trained specialist staff and a significant online and digital campaign.

‘That is our starting point and by using the Smart TVs we create a theatre in the store. This is the first time we have a converged offering which is available right now and which the consumer can purchase and that offering is set to increase as the technology increases.’

The manufacturer has also expanded its channels to back up its drive into smartphones, tablets and converged offerings.

Stanford explained: ‘We have far more channel partners than 12 months ago. We have expanded our channels in the tab market to outlets such as Dixons, Currys, Amazon and Argos as well as bolstering our presence in supermarkets such as Tesco and with “e-tail” [internet] partners. So we are moving very strongly into these emerging spaces.’

See this week's Mobile for the rest of this exclusive interview with Samsung Mobile UK and Ireland MD Simon Stanford

Written by Mobile Today
Mobile Today


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