August 13, 2013
Samsung sells more smartphones than anyone else in the world. Apple and Samsung account for over 100 percent of the profits in the smartphone industry when you consider the losses by other manufacturers. So how did the company once known only for its televisions become so popular in the smartphone industry? By mocking Apple, according to Samsung Chief Marketing Officer Arno Lenior. Speaking to Australia’s AdNews, Lenior notes that Samsung’s “The Next Big Thing Is Already Here” ads signaled the company’s “coming-of-age as a brand.” He states:
You've got fanboys after fanboys going, 'You can't put that out there', and then the Samsung fans saying, 'Yes, you can', and they're starting to have that conversation, which is brilliant. So that piece of content has been amazing for us …Here’s the first ad in The Next Big Thing Is Already Here series: I always felt that Samsung's ads that mocked Apple were fun and in many respects, right on the mark. It looks like others believed this as well. The Apple versus Samsung rivalry is expected to heat up once again in September when Apple announces the next generation iPhone. This follows the April release of the Samsung Galaxy S IV. Stay tuned.