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On the runup to the CES 2022 expo, Samsung executives rallied the troops for the year ahead by presenting a strategy that will help them narrow the gap with Apple in the American market.
- True No.1 brand in all product categories
- Improve the market share of premium phones priced $600 and up
- Gap-narrowing with Apple
- Expand horizontally with new products, including wireless earbuds
- Record year and exceeding expectations
Playing a video clip, which contained constant roaring sounds of a tiger throughout, executives urged a concerted effort to achieve No. 1 in all product categories, increase the market share of premium products over $600, induce users to convert to Galaxy smartphones, bolster the presence of electronics accessories such as wireless earphones and make 2022 a record year.
While the U.S. sanctions took care of Huawei, its market share split between the current top Android brands, instead of going mostly to Samsung, while in China Apple gobbled most of Huawei’s flagship phone market share, too. In Europe, however, Samsung climbed to the top after Huawei’s exit, while in the U.S. the demise of LG helped it expand its market share further.
Sensing opportunity, Samsung is now prepared to take on Apple on its home turf where it’s the most popular phone brand with nearly half of the market share or higher in the teen segment. You know, that segment which may predetermine an even bigger iPhone popularity a few years down the road. Samsung, however, is not resting on its laurels and seems determined to change the trend with the TIGER strategy by focusing precisely on the younger generation.
Galaxy S22’s ‘Tiger’ camera vision
Perhaps this obsession with the animal which may also be inspired by the fact that the Year of the Tiger just started according to the Chinese calendar, could explain while the predator will now feature prominently in Samsung’s marketing materials.
Tiger eyes were use in the original Unpacked teaser, and now the animal features prominently in a new promo video for the event. Apparently, Samsung chose a tiger for a Galaxy S22 camera prowess mascot because it is “known for its powerful night vision and vivid coloring” and a symbol for Samsung’s refusal to “play it safe and driving the mobile innovations that shape our world.”
Apparently, “the disruptive 3D tiger will burst through digital barriers to showcase how Samsung’s next smartphone lineup is set to help users own the night with new advancements to its low-light smartphone photography technology.” Now, what those new technologies be is anyone’s guess at this point.
