Samsung Group is the largest South Korean chaebol (business conglomerate), with its affiliate companies producing nearly one-fifth of South Korea’s total exports with revenue equal to 17% of South Korea’s $1,082 billion GDP.
Since 1990, Samsung’s mobile phone and semiconductor businesses have become its most important sources of income, and the brand is now the world’s largest smartphone-maker according to Counterpoint Group’s September 5th report. Now the world’s biggest smartphone-maker is promoting its biggest smartphone launch this year with the Galaxy Note8 launch, which has a new campaign and call to action with “Do Bigger Themes”:
The company’s release of the Samsung Galaxy Note8 will help eclipse last year’s Note 7 recall. Samsung has already received nearly 650,000 pre-orders for the new device.
To support the general retail availability of the Galaxy Note8, Samsung’s new commercial is “I Love You”—a modern-day love story bringing to life Live Messages on the Note8 and how it can show the most important people in our lives that we are thinking of them.
The S Pen is one of the key features of this new phone and, as highlighted in an NFL-centric spot for the US market, gives the sender of a Live Message the ability to show their true feelings.
Looking ahead, Samsung plans to release a device with a foldable display in 2018, even as its head of mobile, Koh Dong-jin, acknowledged that there are “hurdles to overcome,” according to CNN. “We are digging thoroughly into several issues. Foldable phones are on our roadmap.”
Although synonymous with smartphones, Samsung has a huge business in other consumer electronics including TVs and home appliances as it advances and connects the home experience.
At IFA 2017 in Berlin, David Lowes, head of marketing for Samsung’s European operations asked, “What is your new normal?” according to CNET. “It’s being able to create, capture and share moments in the moment. It’s having TV as a work of art. It’s having your laundry perfectly done in 30 minutes. It’s having a wellness trainer on your wrist. It’s about simple innovations that change aspects of your life in ways you never could have anticipated but then can’t live without.”
Samsung is also promoting new wearable tech: the Gear Sport smartwatch, which is swim-ready and integrated with Spotify; the Gear Fit 2 Pro fitness band; the Icon X 2018 wireless earbuds.
Samsung’s QuickDrive washing machine promises to reduce washing time by half and energy use by 20 percent.
The Frame TV in a 43-inch version can show art from museums like the Prado, while its Q8F QLED TV, a flat version of its curved Q8C television, launches in Europe in 55- and 65-inch sizes.
A partnership with Panasonic and 20th Century Fox will promote HDR 10+ technology as Samsung expands relationships with Hollywood studios, content providers and game developers.
A PowerStick Pro cordless vacuum cleaner has 40 minutes of battery life, 150 watts of suction and a Flex Handle that folds to 50 degrees.
Samsung also introduced the world’s largest QLED gaming monitor—the CHG90, which measures 49-inches, with a 178-degree ultra-wide viewing angle.
David Lowes brought the disparate products together with Samsung’s overriding philosophy at IFA, stating that “Samsung’s innovation is inspired by consumers and designed to make an immediate difference,” according to a press release.
“This innovation is based on craftsmanship, clever connectivity and championing the impossible. As technology increasingly plays a role in every part of our lives, we’re creating products and services that adapt to consumers and set the tone for what becomes their ‘new normal’.”
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