"Samsung's growing collection of Ultra Edition phones is part of our aggressive global strategy to take on the leadership position in the mobile phone market," said Irene Ng, general manager of strategic marketing, electronics business division, Samsung Asia.
Touted as 'the world's slimmest phone', the handsets are being promoted through collaboration with fashion labels, an online competition, a blog, roadshows, nightclub events, celebrity endorsements and below-the-line advertising. "One of our key strategies for the Ultra Edition, and something we're doing differently, is to leverage word-of-mouth," said Ng.
The company recently launched the 'Experience an Ultra Life' programme, which taps 80 participants to carry the new models and blog about their experiences. In addition, Samsung recently concluded a series of nightclub parties and celebrity endorsements, concurrently launching ambient, TV and print ads. Edelmen has taken the lead on PR for this campaign, while Cheil Communications and Leo Burnett share advertising tasks.
The company has also tied up with Armani Exchange and Calvin Klein to release special-edition phones and accessories, aptly named after the labels. The shop windows at these two retailers currently display the phones. "(These models) are ideal for consumers who are looking for a differentiated identity from mainstream black," said Ng.
"In this industry, the life-cycle of a product is getting shorter. It's important to make new models with the newest technology and make them quickly," Ng added. "Singapore is a high replacement market as Singaporeans are early adopters and always on the lookout for the latest design and technology. There is a growing demand among consumers for phones beyond basic functionality. There's greater emphasis on design, as phones are no longer seen as just a functional gadget but as a fashion icon."
Next up, the company is set to launch its SGH-i320N smartphone with Microsoft, a launch which will include more PR-driven projects, online and word-of-mouth marketing. The SGH-i1320N is expected to compete with Motorola's Q smart phone.
Globally, Samsung's market share has dipped according to Q2 2006 figures from IDC. It accounted for 11.1 per cent of the mobile market during this period, compared with 12.5 per cent in 2005.
