Friday Night Forum: Samsung’s “The Next Big Thing” Campaign

Next big thing
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As the iPhone 5 hit Apple stores around the country, Samsung rolled out a new marketing campaign, claiming “The Next Big Thing” is already here – the Galaxy S3. Poking fun at Apple fanboys, the ad features iPhone enthusiasts chatting about the device’s new features, including a bigger screen and LTE connectivity. Meanwhile, Galaxy S3 users stroll by, showing off their (bigger) screens, watching videos while sending emails, and sharing music playlists (take that Apple!).

At the very least, the campaign is catchy and entertaining. Do you think the Samsung ads will put a dent in iPhone 5 sales? We want to know!

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This entry has 21 replies

  1. MrB says:

    Hahah funny commercial

    “Dude, you’re a barista”

  2. J. A. Whye says:

    That’s an awesome commercial. Said as someone who cares this much -><- about Android and has been an Apple fanboi since 1984 (back in the day when we were just called zealots).

    But put a "dent" in iPhone 5 sales? Well, probably depends on your definition of dent. If I weren't invested (in a good way) in Apple and were on the fence I think that commercial would, at the very least, get me to look at the S3 as an option.

    • Inna Treyger says:

      Agreed. I think the commercial was a good way for Samsung to get people to think twice about the Galaxy S3, and probably less so a strategy to convert iPhone users.

  3. @CraftyDeano says:

    I think @Gruber from sums it up nicely:

    “The thing to keep in mind is that Samsung is not trying to convince would-be iPhone 5 buyers to change their minds. These ads are targeted at people who don’t like Apple; who already agree (with Samsung) that the iPhone 5 is a feat of marketing hype, not engineering and design savvy; and who think that iPhone line-waiters are low-IQ hipster sheep. Samsung isn’t playing for first place, they’re playing for second place.”

  4. Dean says:

    Haha, if only they got wind of the mess apple got themselves into over Maps, then this advert could have been even better.

    @CraftyDeano – 2 Deano’s in a row. 🙂

    • Inna Treyger says:

      @dean – Couldn’t agree with you more!

  5. Kenn W says:

    … AAPL’s much better. 😉

    • Inna Treyger says:

      @kenn – Brilliant find! “A dazzling display of common sense.”

  6. Liam says:

    I reckon this ad is about trying to stop people switching to the iPhone5. Samsung would need to do a lot find a tipping point and overcome Apple’s music and app ecosystems.

    That said, we don’t have the same issues with our Telcos in Australia. Going from the amount of time spent talking about AT&T and Verizon on US tech podcasts, I take it that is a fairly big issue in the States. I recall hearing something about not being able to use data while on a phone call with one of the carriers? That just sounds ridiculous.

  7. Greg says:

    I support both Apple and Android products so I thought it was hilarious. When Apple was announcing all the new features, I said “So they’re playing catch up to Android devices except now you have to buy all new accessories and charging cables. I wonder if Steve Jobs would have put up with the lack of innovation.”

    That being said, let’s face the fact that the Google Play Store is garbage compared to Apple’s App Store. Because of how open Google is to anything, there’s more terrible apps on Goggle Play than good apps and that’s what deters a lot of potential buyers. The best selling Android device is the Kindle Fire and a lot of that is because they adopted Apple’s same business plan of approving apps and only letting certain ones into their ecosystem. Sure there’s still tons of bad apps on Amazon and the App Store, but no where near as many as on Google Play.

    Maybe if Google gets their act together I’ll have more than a handful of free apps on my Thunderbolt and Galaxy Tab, but until then I’ll continue purchasing apps for my iPad 3, iPhone 5 and Kindle Fire.

  8. Mike Jarrell says:

    I think Apple’s numbers speak for themselves. And another thing “take that apple”? Seems to me that a company who supports both Android and Apple should be reserved in showing bias.

    • Inna Treyger says:

      @mike – The “take that Apple” bit was not intended to be read as bias – more an attempt at cheekiness. ☺ Apple’s already reported over 5 million sales of the iPhone 5, three days since launch. Though this commercial is (in my opinion) great advertising, it doesn’t appear that Samsung touting the Galaxy S3’s existing features has put much of a damper on iPhone 5 sales.

  9. Nick Golden says:

    The google play store is a landfill of garbage apps. After being with android until iphone5 came out, I ditched them to go to Iphone 5.

    I like the GS3, its a nice phone, but the tightly integrated eco system just doesn’t exist due to Google being so open about everything.


    • BenM says:

      @ng.. Thanks for the regurgitating comment referring to Google Play in such a manner. Unless you are blinded, you would see there are massive amounts of rubbish apps in both stores. You, as a developer should know better than to buy into the fanboi mentality. Seriously, if you can’t find great apps in both stores, then that just says more about you than the stores.

      Love the Samsung ad though, Cuts to the truth. Tickled my humorous 🙂

  10. Rob Miracle says:

    I’ve never seen lines waiting on a Samsung product. “I have better hardware than you” or “I have a gimick you don’t have” has long been the mentality of how the computer industry has competed with each other. “My hard drive is bigger”. “My CPU is faster”. “I have this port”.

    If any of that really mattered, you wouldn’t see 5 million units move in 3 days from one vendor.

    • BenM says:

      I doubt you will ever see a line for a Samsung product at a store, given all the more specifically tailored Android device choices available to potential customers. One device does not fit all… it never has.

      Plus, one man’s “gimmick” is another man’s invaluable feature.

    • Dominic says:

      I agree with Rob on this one, we are now at a point where smartphones make sense from a user’s perspective in terms of cost, performance and functionality. Smartphones are now the norm in the developed the world when users upgrade handsets, even my 70 year old mum has one. Is the iPhone5 the last generation of Apple handset to grab the majority of sales at a premium price point? quite possible yes, the competition has caught up and overtaken in lots of areas. The thing to watch is what features will be needed to maintain the desire for the mass-market consumer to pay for regular expensive handset upgrades once they have a smartphone that does everything they need.. As Nokia and Motorola found out once everyone has a phone incremental technical advances alone on’t guarantee a rapid consumer upgrade behaviour needed to maintain sales in a saturated market – who really cares if the screen is 10% bigger, or the camera takes slightly better photos…

  11. Brent Sorrentino says:

    The ad is clever, but will it make a dent in iPhone5 sales? Nope… a hairline scratch at best. I agree with Rob and Dominic; IMHO it seems like the #2 (Samsung) throwing a few pebbles at the giant with a slingshot. Samsung’s gimmicks are really no different than Apple’s gimmicks… i.e. touching two phones together to transfer a music playlist? I’ll bet S3 users try that once and never again (if you can even find somebody else with an S3; chances are if you have one, all of your friends have iPhones or perhaps other Android phones).

    Smart phones are about the overall user experience, not the gimmicks. That includes the OS and the quality/selection of apps in that platform’s marketplace. Apple has done really well in making the user experience pleasing and cohesive across related devices (Mac, phone, iPad). Samsung can… and should… continue to challenge Apple, but a screen that’s 0.2″ bigger or “touching phones” isn’t going to encourage anybody to switch.

    • BenM says:

      Except you have it wrong.

      Samsung is #1 and Apple, at just over half the size is #2. Yes, Samsung is almost twice the size of Apple in the smartphone market. I don’t know where you got the idea Apple was #1?

      Personally I find the iPhone user experience disappointing and frustrating. I can’t tell you how many iDevices I have wiped just trying to install an app. Should be a simple process, but it is so frustrating. I also find the iPhone screen looks dull and washed out. Maybe the new one is a bit better. I have not seen it yet. But, the user experience certainly is as painful as it ever was for me.

  12. Brent Sorrentino says:

    I risk sounding like a “fanboy” here, but when I refer to #1, it’s not just about market share. I consider #1 as a combined factor of the user experience, the developer experience, and even factors such as “how many people care or even notice”. Samsung might be #1 in overall market share, but that share is a fragmented base of dozens of different phones/tablets with different hardware and software capabilities. From a user standpoint, that might not matter much… but from a developer standpoint, this is a source of endless frustration in terms of what a particular Samsung phone can support.

    Both the App Store and Google Play are littered with 90% rubbish, I agree, but in terms of a “user experience” across at least the last few generations of devices, Apple has achieved a much higher degree of consistency for both end-users AND developers that Google hasn’t… and that’s not a slap on Google or Samsung, but rather a factual observation of the “result” of their approach versus Apple’s.

    • BenM says:

      I think we will have to agree to disagree on the Apple user experience, because I find it a poor and frustrating user experience, and clearly I am not alone as more people prefer Android based devices.

      As far as claimed fragmentation of Samsung devices goes. Have you even tried to develop for these devices with Corona? I know I have and I have not had a problem. It just works for me. Actually, I should say I have had more problems and crashes with iDevices, which ended up getting many 1 stars on the app store, when the norm was 5 stars.

      Neither camp is perfect, but don’t assume that Android is hard. It is not. Especially with Corona, it becomes dead simple. Thanks ANSCA.