Originally Published: 17 July 2009
In a deliberate attack on Apple, Samsung yesterday released four ‘touch’ mobile phone products which are designed to dilute the attention in the category away from the iPhone, and build on the brand’s recent market leadership.
Samsung Australia vice president of telecommunications, Tyler McGee, told Digital Retailer very directly: “we want to own touch”.
McGee said that Samsung is well-placed to grow share in the touch segment with the release of the Preston (ICON), Omnia (ICON), HD (ICON) and Galaxy (ICON) products which will complement the existing F480 and first generation Omnia models. According to GfK data, Samsung was number one in the touch segment in April, ahead of Apple.
The mass-market Preston will follow the lead of the F480 by being released in several colours such as gold, silver and pink, but a final decision on exact SKUs has not been confirmed.
“The message to retailers is touch for every lifestyle – from the young to the young at heart,” said McGee.
“We have four devices here today and we will soon have up to 20 globally. Later this year we will have up to seven products in the channel with more products by Christmas.”