Samsung’s iPhone lookalike, the F480 Tocco

Samsung’s iPhone lookalike, the F480 Tocco

Samsung is promising the release of more high-profile devices this year, and is aiming to sharpen its focus on the business and multimedia market, Mark Mitchinson has told Mobile.

The manufacturer’s vice president for the UK and Ireland spoke at the launch of Samsung’s iPhone lookalike, the F480 Tocco (see – a new premium five-megapixel device, which bosses hope will be competitive in the high-end market.

The Tocco is Samsung’s second high-profile launch in Q2, and is further evidence that the manufacturer is springing to life after a relatively quiet start to 2008.

Samsung is spending big on promoting its latest handsets, with a proposed £3.5m marketing push on the F480, following the £5m Soul advertising campaign.

According to Mitchinson, the spending is set to continue. ‘There’s plenty more to come this year,’ he said. ‘Expect more flagship devices to be released. The Soul was Samsung’s biggest marketing campaign for a phone and the Tocco is getting a very big push too.

’In terms of our focus for the future, we know what we’re good at and we know the areas we’re not so strong.

‘The multimedia and business areas are being addressed but we will always focus on style – it’s at the forefront of everything we do.’

As well as changes to the product range, Mitchinson (pictured) also revealed that a new head of marketing is joining the managerial team, and will be announced in the next two weeks.

Mitchinson was promoted to VP for Samsung’s UK mobile operations in January. Meanwhile, Derek Williamson was brought in from T-Mobile as general manager for the UK and Ireland business last week.

Mitchinson added: ‘In terms of my own new role, it hasn’t caused any huge day-to-day changes in what I do, but it has given me more freedom to work more closely on our products.’

Written by Mobile Today
Mobile Today


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