Samsung wants own tech show
A recent decision by Samsung Electronics to go back on its plan to unveil the Galaxy S III gave a glimpse into what the technology giant wants.
Of course, there were boos and jeers by some who were disappointed with the cancelation, accusing the firm of becoming arrogant.
But the move, nonetheless, appears to have an ulterior purpose related to its mid-term strategy.
``Samsung has become arrogant,’’ said Kim Bahk-jae, a 34-year-old office worker in Seoul, Wednesday.
Kim is planning to fly to Barcelona, Spain, to participate in the upcoming Mobile World Congress (MWC) in order to check out Samsung’s updated products and business strategies.
He needs to revise his plan.
No Galaxy S III phone will be exhibited at the MWC, the world’s most-influential technology fair for telecommunications.
The reason is obvious. Samsung is aiming to release its strategically-important gadgets at its own show like Apple and Microsoft (MS), according to Samsung executives.
Samsung has been using international technology exhibitions such as the Consumer Electronics Show (CES) and MWC as their major platforms for new product announcements and to hobnob with partners.
``The timing of trade fairs such as the CES, MWC and even IFA don’t necessarily fit Samsung’s own product announcements. We are applying different strategies toward existing technology shows,’’ said one Samsung executive.
The company’s new path is bad news for people like Kim and planners of major technology exhibitions as departures from expensive showcases mean less money for the organizers.
Last year, it was the top seller of smartphones and it is ``very near’’ to outpacing Finland’s Nokia to rise as the world’s biggest mobile phone seller, according to Samsung’s Chief Executive Officer Choi Gee-sung and industry watchers.
``Samsung is becoming a global firm. We are worrying about copycat-related issues by our overseas rivals. Still, we will display some of our key products at major technology events such as CES and IFA. However, we will hold more of our own events to unveil some selected products,’’ said Choi.
As its CEO said, Samsung doesn’t need to share the spotlight with a mob of companies all vying for attention when its own show could shine the spotlight on itself and its loyal customers.
Another problem is that there are many companies at major technology shows announcing their own major strategies. So, when Samsung talks about one of its new gadgets, it doesn’t take long for it to get lost in the news.
``Samsung’s products are getting more attention. Why should we want news that is lost amid other press releases. It’s too costly,’’ said Choi.
Apple doesn’t participate at the CES, MWC or IFA and Silicon Valley giants such as Google and Amazon ― both of which have become consumer electronics companies ― will have exhibits but on a smaller scale according to their own product announcement schedules.
``The products that have been displayed at Samsung’s booths are not the real McCoy. The striking, wholly-new products are only for our top clients in private rooms,’’ said Samsung Electronics Chief Operating Officer (COO) Lee Jay-yong during his participation of the recently-completed CES in Las Vegas.
Samsung last year released Google’s first reference phone, the Galaxy Nexus, in Hong Kong. Samsung is still tight-lipped about when it will release the Galaxy S III.
However, chances are high that the Korean technology powerhouse will release the new smartphone sometime in the first half of this year at its own event in Asia, possibly in Hong Kong.
The upcoming Galaxy is expected to feature a 4.6-inch high-definition, 1280 by 720 pixel Super AMOLED Plus capacitive TouchWiz screen, according to sources.
The smartphone will be powered by a quad-core processor and is likely to have a 12-megapixel LED flash camera with 1080p video capture coupled with an additional 2-megapixel front-facing camera for video chat.
Samsung is also the world’s top maker of flat-screen TVs, flat screens and memory chips.