The Haptic Phone line is a product line of the huge Samsung Electronics Company. In the Korean/Asian market, Samsung gave themselves a brand name. Anycall is what Samsung phones are known as in the Korean/Asian Market. When you say you have a Anycall phone, people know it has great durability, great features and sleek design. Within the Haptic line there are many product items. One of which is the Haptic 2(pictured to the left). It was one of the many Haptic phones that got planned obsolescence. Samsung slowly changed the design of each of their new haptic phones and added 1 or 2 small features and sold them even though the older model was still not out of date. 6 months after the release of the Haptic 2, Samsung Anycall released the Yuna Haptic, which was just a redesigned version of the Haptic 2 with a diary and sponsered by Korean figure skater Yuna Kim. Several months after that Samsung released the Haptic AMOLED (which is now a new product line because it uses better touch screen technology).
A specialty phones that isn't a planned obsolescence is the Haptic Beam. The Hapic Beam is a regular Haptic phone but a mobile projector. A unique phone that sets itself apart from the other Haptic phones. Recently Samsung Anycall released the AMOLED Beam which is a product modification of the Haptic Beam.
Samsung is a Global Brand. It's phones are sold all over the world and they are the number 2 mobile phone maker in the world. If you didn't own a
With the recent release of the AMOLED BEAM, a touchscreen projector phone, it seems like Anycall has now created a new phone line and that the first AMOLED phone was not part of the Haptic phone line. Samsung is starting to re-release some old Haptic phones with some major hardware upgrades and instead of calling them a Haptic phone, they are being called a AMOLED Phone.
Haptic is Greek for touch. The 1st generation touchscreen phones were named Haptic. Now the 2nd Generation touchscreen phones are coming out under the name AMOLED. AMOLED stands for Active-matrix OLED. Active-matrix OLED is new touchscreen technology that was developed by Samsung. It allows the touchscreen to support High-Definition picture.
Cellphones are in huge demand these days. Unfortunately, because cellphones require a service as well as the phone itself, they tend to eat away at your wallet. That is why many service providers give deals on phone and service packages. Some service providers even offer free phones if the person signs with them.
Phones range anywhere from $40 to $1000(which is very very overpriced but yeah). In the Korean market, new Haptic phones start at $700 to $800 without a plan. The reason for this is because of the status quo. Almost all new phones in Korea start at around $700 with the basic features and even more for special features(such as T.V which is shown in the picture to the left). It wouldn't make sense if one day LG sold their new phones for $200 because Samsung will respond the same way and neither would profit. The Anycall Haptic still doesn't hold a strong grip on the cellphone market. So it must meet the status quo.
The Samsung Anycall Haptic has taken advantage of advertising and invested a ton of cash to advertise and sell their products. They have done Institutional Advertising by sponsoring major events such as the Olympics, Superbowl and the World Series.
Not only does it get Samsung's name out but it builds up a positive image, showing that Samsung is a great brand because it is related to something almost everyone loves or enjoys.
Samsung Anycall Haptic also does Product Advertising. When the Haptic first came out, pioneering advertising was used. They would spread the word about every small thing that it could do and even compare it to the 
Now they use Competitive Advertising by getting Celebrities to endorse their products. One of the examples is Yuna Kim, who recently won a Gold medal at the Vancouver winter Olympics. They showed her using the phones new features such as a Diary(which is very big in Korean Culture because writing a diary is considered mandatory homework for kids until the 6th grade) and a daily planner.
Samsung Anycall Haptic also gets music artists to make songs just for their phone. This form of endorsing has had mixed results. One example of a Music artist or artists in this case is for the Anycall Haptic Amoled.
(below is the music video for the song. Korean pop star SomDanbi and Korean Pop girl group AfterSchool collaborated to create this future funky song. Thruout the video they play with the Haptic Amoled phone and even show some of it's features. )
(If your into Asian girls dancing around to pop beats while playing around with a phone then this video is a watch. If not I recommend you just skim thru it or not watch it. )
The American Market is much different then the Korean Market. Usually partnering up with a service provider, Samsung advertises their phones by using Comparative and Pioneering advertising. Often telling the exposed comsumers about the new features on their new Haptic phone.
A great example of this is the new Samsung Omnia 2 for Verizon Wireless.
The commercial shows the new texting feature of the phone and nothing more.
Product placement is also huge for both markets. Samsung loves to put it's phones into movies. Samsung loved to put it's products into movies so much that they made and produced a short film just so they could add the phone in the movie.
(these movies are actually pretty funny)