Samsung is currently the second largest mobile phone vendor in North America, currently controlled by Apple. This South Korean vendor apparently has prepared a strategy to fight Apple at home.
The Korea Herald reports that 40 Samsung executives met in Las Vegas a few days before CES 2022 to discuss smartphone strategy this year. The closed meeting was attended by Vice Chairman of Samsung Electronics Han Jong-hee, Head of Samsung Mobile Experience Roh Tae-moon, and COO of SET division Park Hark-kyu.
This strategy even has an abbreviation that follows the word 'Tiger'. It's quite appropriate considering that 2022 is the year of the water tiger according to the Chinese calendar.
In the internal meeting, played a video clip with a tiger sound in the background to further emphasize his new strategy. The acronym 'Tiger' itself has the following lengths:
- True No.1 in all product categories (number one in all product categories)
- Improving the flagship market share for devices selling at over $600
- Narrowing the Gap between Apple
- Expanding further horizontally with products like wireless earbuds
- Achieving a Record year by reaching and exceeding the targets
Roh said Samsung's vision for its mobile department would shift from a mobile phone maker to an intelligence device company.
"We will not be a technology brand, but a brand loved by the younger generation, providing an innovative experience," said Roh, as quoted by Android Authority, Friday (7/1/2022).
According to the Korea Herald, Samsung's new strategy to dominate the flagship market in North America is a response to their smaller share in the low-end market dominated by Chinese vendors such as Xiaomi and Oppo.
Samsung's market share in North America increased 5% YoY and further squeezed Apple's position at the top. In Q3 2021, Samsung's market share in the region was 35% while Apple controlled 42%.
