Smartphone Advertising Wars: The Battle Has Begun

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lots of iphonesTraditionally, Samsung (SSNLF.PK) has focused much more on advertising, and taken a much more aggressive approach, than Apple (NASDAQ:AAPL); after all, the South Korean manufacturer of the newly released Galaxy S4 has been the underdog — when compared to Apple — for much of its smartphone-producing history. It is Apple, not Samsung, that is typically seen as the company deciding the direction of smartphones as a genre.

But, following the unveiling of the Galaxy S4 last Thursday in New York, Apple has dramatically increased its advertising of its iPhone — perhaps realizing after Samsung’s launch that the company is trying adopt some elements from its own marketing. Samsung executives planned a very Apple-like event to introduce the latest Galaxy — which even went so far as to step on Apple’s home turf by introducing the device in the United States.

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From Samsung’s perspective, this strategy is perfectly aligned with its mission to gain a secure position at the top of the global smartphone standings and use its smartphone offering to take a further hit at Apple’s iPhone success.

Smartphone rankings reflect the ongoing scuffle for positioning between Apple and Samsung. Samsung’s Galaxy S3 sold fewer units than Apple’s iPhone 5 in the fourth quarter of last year, but Samsung became the largest smartphone manufacturer in 2012; shipping 29 percent of all smartphones globally, compared to Apple’s 21 percent. Also, handsets powered by Google’s Android operating system — like both the Galaxy S3 and the Galaxy S4 — outsold iOS-powered devices…

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