Samsung is spending £20m on its largest marketing campaign to date for next month’s launch of the Galaxy S 4, as it strives to cement it as ‘the device that defines everything’.
The Korean giant’s latest flagship is set to be one of the biggest launches of 2013, as the manufacturer aims to capitalise on Apple’s waning power in the smartphone sphere. Operators have predicted 2013 will be the year when Apple, after years at the top, finally sees its dominance start to diminish.
Samsung has worried smartphone rivals with its high-profile marketing campaigns, with its ubiquity during last summer’s Olympic Games seen as helping to drive sales of the Galaxy S III and Galaxy Note II.
Sources told Mobile the manufacturer has earmarked £20m to back this year’s marketing campaign. One said: ‘It’s much, much bigger than the S III. Samsung is certainly very bullish about it. It is looking to position the handset as the device that defines everything and push hard on the services.’
One suggested a reason for the marketing blitz was that the new handset is not a drastic change compared to the Galaxy S III. The device has been compared to how Apple’s iPhone changed from the 4 to its 4S model, which added incremental features, without drastically redesigning the device.
A source said: ‘It is massively improved on the S III but it doesn’t feel like it is an amazingly different phone.’
However, retailers are expecting the device to quickly outperform last year’s smash Galaxy S III handset, which has sold more than 40 million since it went on sale last May. Among the features on the handset, which will hit stores on 26 April, are the ability to scroll the screen by eye movements, preview documents by hovering a finger over the screen and make NFC payments through the pre-loaded Visa payWave app.
It is expected Samsung will make more of its health features, targeting the smartphone at the affluent middle aged market. The S Health software monitors a user’s health and surroundings and also provides the means to keep a food, exercise and sleep diary.
Author: Graeme Neill