Samsung, the consumer electronics giant, has outlined their plans to dominate the smartphone market in 2013.
The South Korean electronics company, plagued by lawsuits with Apple in 2012, has targeted mobile content and the corporate market as their main opportunity for growth. By investing in device and data security they hope to challenge Research in Motions waning dominance of the corporate and enterprise smartphone market. “Samsung’s corporate market ambitions have advanced as the Galaxy SIII, its popular flagship smartphone, won the requisite security certifications from companies,” said Kevin Packingham, chief product officer for Samsung Mobile USA. RIM has seen it’s market share drop significantly as the consumer success of Apple and Samsung smartphones has opened the gateway into the corporate market. Business users are becoming more savy when it comes to smartphones and want the latest consumer technology, they want to be able to download the apps they want, access Twitter, LinkedIn and their emails on the go.
“The enterprise space has suddenly become wide open. The RIM problems certainly fueled a lot of what the CIOs are going through, which is they want to get away from a lot of the proprietary solutions,” Packingham said in an interview at the Consumer Electronics Show in Las Vegas. “They want something that integrates what they are doing with their IT systems. Samsung is investing in that area.”
“It’s been a focus for a long time but the products have evolved now that we can really take advantage of that,” he added. “We knew we had to build more tech devices to successfully enter the enterprise market. What really turned that needle was that we had the power of the GS3.”
Samsung overtook Apple as global leaders of the smartphone market with a larger selection products aimed at varying price points proving popular in emerging markets. With so many Samsung devices in circulation capitalising on the content purchased on these devices is Samsung’s next big step. Apple were the first company to really monetise mobile applications and content downloads as well as produce and sell their own software. Samsung would like to replicate this success and develop a new revenue stream for their business.