MWC 2014 Samsung Galaxy S5 launch at the ‘Unpacked 5 Episode 1 2014’ event was second only to the famed keynote presentations of Mac World.
Having said that, you can’t underestimate Samsung for creating the Samsung Galaxy S5 and introducing it at the MWC 2014 in Barcelona. And the timing is perfect for meeting wireless carriers and other support people.
Apple ordinarily shies away from trade shows and likes to have its own space during launches, but Samsung thought it would be a good contrast from last year’s Galaxy S4 release in New York; sales of S4 were disappointing and there have been problems associated with the handset.
Samsung’s announcement of the successor to the S4 is great for the Korean smartphone maker, but it’s not so good for other mobile device makers. Samsung has stolen most of the attention from analysts from its recent S5 release.
Dan Hays, US wireless advisory leader at the consulting firm PwC told IndiaToday, "It's increasingly difficult to get attention for your mobile device in a very crowded marketplace.”
“It's even more difficult when one of the competing devices comes from Samsung Electronics Co., which already announced two new computerized wristwatches on Sunday. Apple is the only company that might be able to overshadow Samsung, but it isn't attending or announcing anything at the show,” say analysts.
According to an analyst with Boston-based Recon Analytics research firm Samsung is "going to take the oxygen out of the room."
Entner reiterated that the Galaxy S3 and the S4 were both huge hits and have assisted Samsung to overtake Apple Inc., maker of the ubiquitous iPhone, as the biggest smartphone manufacturer in the world.
A survey by Gartner says Samsung had a 31 percent market share in 2013; that compares to 16 percent for Apple. Other phone companies have not come close to even 5 percent.
Entner agreed that more and more firms are likely to" spend a significant amount on advertising" rather than making excellent phones.
According to an online report, “Samsung spent nearly 4.6 trillion won ($4.3 billion) in advertising in the 12 months through September, about four times the $1.1 billion Apple spent in the same period, the latest for which figures were available. Although Samsung also makes TVs, refrigerators and other products, analysts believe much of the marketing is for newer products such as phones.”
Motorola Mobility CEO Dennis Woodside said in an interview, “Samsung has shown that marketing can really create a product and create a phenomenon. We're never going to have the money that they have to market our products."
Program director for mobile phones with research firm IDC, . Will Stofega was quoted as saying, ” Despite all the marketing power, Samsung will have to give people a reason to upgrade. It must shatter the notion that phone improvements these days are incremental rather than innovative.”
