How Samsung overtook Nokia and briefly dethroned Apple in the Smart Phone market. What makes Samsung so successful?

1. SAMSUNG
Group 8
Abhishek Nuli (121202024)
Aditya Tripathi (121202022)
Belinda Fernandes (121202044)
Gururaj Patil (121202074)
Lavanya S N (121202064)
Nagendra S Bharadwaj (121202094)

2. INTRODUCTION
 1938, Samsung Group by Lee Byung chull.
 1969, Samsung Electronic Industries.
 1988, Samsung Electronics.
 South Korean Multinational Company.
 A Flagship Subsidiary of the Samsung Group.

3. …
 Since 2009, World’s Largest Infotech Company by
revenues. (Financial Times Jan 28 2012)
 Plants and Sales in more than 61 countries.
 221,000 employees.
 Largest makers of LCD panels from 8 yrs.
 Market Leaders of Smart Phones.

4. PRODUCTS
 LCD and LED panels.
 Mobile Phones.
 Televisions.
 Printers and Cameras.
 Computers.

5. INTRODUCTION TO SAMSUNG TELEVISIONS
1970
 1st television
 1st export
1972
 Expansion to produce 480000 TV’s a year
1978
Production mile stone reached of 5million
Later became world’s NO.1 TV manufacturer
Revenue from exports 100million

6. EVOLUTION OF SAMSUNG TV’S
 1st Samsung color TV in 1985
 Continued with CRT technology 1998
 Launched flat TV in 1999
 Could not capture the market
 Flat TV phased out by 2005

7. CHANGE OF FORTUNES
 1st 32inch LCD TV in 2006
 Introductory price Rs.69990
 Launched LCD technology with bigger screens
 Growth from market player to leader
 Transition to LED TV’s
 Latest technology and product 3D LED

8. JOURNEY OF SUCCESS
 The success started with LCD TV’s
 Reasons
 They were the pioneers of LCD
 Launched it 6 months prior to other competitors
 Pricing eg: 32inch LCD samsung Rs.28999 and
sony Rs. 35990- (flipkart.com)

9. OTHER REASONS FOR SUCCESS
 Reference group
 Commission factor for dealers
 Better resolution
 Quality product
 Providing the consumers with the right type of
service at the right time

10. SAMSUNG MOBILES AND
TABLETS

11. SAMSUNG MOBILE
 Mobile devices in 1986
(built in car phone)
 1988 in Local Korea Market
 SH 100
 SH 700

12. INTERNATIONAL MARKET
 In 1993 introduced SH 770 (100 gram)
 In 1996 1st CDMA phone
 SPRINT SAMSUNG in USA(1996)
 Huchinson –Hongkong (1998)
 Telerj – Brazil(1999)
 1999- World’s No 1 CDMA with 50% share

13. INDIAN MARKET
 In 1999 introduced SGH -400
 Launches PDA phone (2000)
 Samsung brand value ranked 25th in the world
by Interbrand
 In 2005, released the world's first 5MP camera
phone.
 Samsung broke Nokia India’s 14 year record
 March 2011 Samsung had a market share34.2%
where as Nokia had 33.8%
 Nokia got sales decline with 55% (2008),
54%(2009), 30%(2010), 30%(2011)

14. SAMSUNG SMART PHONES
 2008- Samsung Champ, Tab 7.0 etc.
 2009- touch phone, dual SIM phone, Duos
 2010- qwerty messaging, Galaxy s1, Note
 2011- Duos, Galaxy s2, Ace.
 2012- S3, Galaxy music, Note 2
 2013- Expecting S4 by march 15

15. MARKET SHARE
 Samsung had 17.2% in 2008 where as Nokia had
almost 50 %
 Samsung had a rise of 15 % share all of a sudden
with the launch of smart phones
 By the end of q3 2012 Samsung stood up with
49.8% market share where as Nokia fall down to
27% share
 Samsung is expecting to capture 60% market
share by the end of q1 2013

16. SAMSUNG OVERTAKES NOKIA
 Dual SIM Phones
 Basic features like FM Radio, colour display,
camera, etc
 Samsung E1282t.
Just Rs. 1100/-
 Nokia 101 – Rs. 1465/-

17.  Used Android OS, Nokia still uses Symbian. Windows
for more advanced phones.
 1st Android phone by Samsung.
 Samsung i7500
 V1.5 (Cupcake)
 3.2inch touch-screen, Camera,
Google search, Google Maps, GPS.

18.  Design. Especially Galaxy series.

19.  Low priced with lots of features. Smartphones ranged
from 8K to 40K.

20. HOW IT OVERTOOK APPLE
 Similar Icons to get the look and feel of an Apple
iPhone. Call icon.

21.  Contacts icon is similar to Apple’s icons

22.  Settings icon.

23.  Cheaper alternative to Apple iPhone and more.
 Adobe Flash videos can be played
 Bluetooth can be used to exchange data between any
phone with Bluetooth.
 Most of the popular apps are free in Android, eg: Angry
Birds, Fruit Ninja, Whatsapp, Live Wallpaper, etc.

24.  Almost all Operating Systems are supported by
Samsung.
 Samsung OS
 Samsung Chat 322

25.  Windows 7.5 Tango
 Samsung Omnia

26.  Google Android
 Samsung Galaxy S III

27.  Samsung BADA
 Samsung Wave Series

28.  Samsung over took Apple this year for the first time
and also Nokia was dethroned from No.1 Position after
14 years.

29. SAMSUNG OTHER PRODUCTS
• Galaxy camera with Android OS
• Home Appliances
• Microwave Oven
• Refrigerator
• Washing Machine
• Air Conditioner