Samsung Mobile is launching a major strategic assault on the UK’s b2b market with plans to forge new distribution deals and launch dealer partnerships.
The b2b strategy will see Samsung Mobile aggressively promoting its Android range of smartphones and tablets in the b2b space next year.
Speaking to Mobile, Samsung Mobile MD Simon Stanford said: ‘We have a very strong b2b proposition so we are looking at routes to market in the channel. We see a huge opportunity to gain b2b share via these new routes.’
Samsung Mobile will restructure its b2b distribution channels to forge stronger ties with distributors and dealers. Stanford said: ‘We have not spent a lot of time with distributors and dealers in the b2b market. We have not addressed their needs. We are now keen to listen to them and to learn how to support them with Android in business and we want to look at our distribution strategy in that context. We want to identify value in the distribution chain.’
Stanford said Samsung Mobile will also launch a dealer partnership programme following a series of meetings with key dealers. He said: ‘At the moment we want to get in front of the key dealers, find out who they are and get their feedback on what it is they require from us.’
Stanford said the distribution reorganisation will not see it pool its b2b distribution with just one distributor. He said: ‘We will review which channels we want to be in and where we want to get to.’
Samsung Mobile will also work closely with operator partners as part of its b2b assault, Stanford added. The move follows Samsung’s recently announced alliance with Juniper Networks to deliver mobile security, secure connectivity and device management capabilities for b2b customers, beginning with the Galaxy Note, Galaxy S II and Galaxy Tab 10.1 devices.
A renewed assault on the tablet market is also a key part of its b2b strategy. Stanford said sales of tablets had been disappointing in 2011 and Samsung Mobile was refocusing its tablet strategy.
He said: ‘It can be argued that the b2b market may be where tablets should have been targeted from the beginning.’