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.
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)
Phones are usually never sold directly from the phone manufacturers company. The only phone that is sold directly (that I can think of at the moment) is the Iphone and Google's Nexus 1 Phone. In the American Market, Phone Service providers buy exclusive contracts to certain phones. Samsung would use the sales records and successes in other markets to try and sell their phones to the American service providers (such as Verizon Wireless). Then the service providers would advertise the phone for them and try to use the "name" of the phone to try and bring in new customers(although it rarely works).
Unfortunately, distribution of cellphones are handled by the carriers so instead I went to a clothing retail store. The Store that I went to was Foot Locker at 34th Street and Herald Square.
I recieved a lot of "customer service" mainly due to the fact that I can't get the shoe myself by going downstairs to their stock room and picking it up. I am forced to interact with a sales associate. The reason why Footlocker has done this is because it forces customers to listen to what a sales associate has to say, so they can pitch the customer different products. Just like when you buy a car, the car dealer will try to convince you to buy the more expensive one or the one with more features. That's just the way it is.
In terms of how can they do better i think if the sales associates did less of trying to make me add socks and more of giving me advice on what different sneakers will feel like etc, it will be a better experience.
Samsung has realeased over 50 Haptic phones since the phone line came out. Each phone was designed for a specific market. Samsung's practice of demographic segmentation and more specific, age segmentation shows us that every phone is meant for a different person.
The most popular Haptic phone was the "Yu-na Haptic", which was named after Gold medal figure skater Kim Yuna. Selling over 1 million units, this phone was targeted more towards young adults and teens (30 and under). Regardless of income or gender or other factors, everyone in that age range wanted a "Yu-na Haptic". Due to her godess like status in Korea, every person in Korea loved Kim Yuna(the countries princess). That plus the fact that it was a touch screen phone made everyone under the age of 30 want it.
The Haptic phoneline in general is mainly geared towards Generation X, Y and younger. Many older consumers seemed to find the phone too complicated for them and they would much rather buy a flip or slider phone. So Samsung gets celebrities popular to that market to endorse their products. They also add more applications geared towards that market, making the phone more popular within that market.
I can't seem to find anything that hurt Samsung Haptic. Some phones were very market segmented, to an extreme that the phone hold very few units but the more they segment it, the more 1 person is willing to buy it. A trade off if you will.
Samsung Haptic phones were the must buy item in Korea for most of 2009. The item was so popular that if another business would give Haptic phones away as part of a promotion, sales would almost triple for their business. Many small businesses, shopping malls and internet shopping malls would buy bulks of the Haptic phone and have raffles/promotions to increase traffic in their store.
Only the most popular phones would be used in these promotions and that was the Haptic phone.
As for b2b, Samsung would do business with entertainment companies to advertise their phone. Product placement in t.v. shows as well as models to pose with the phone. Samsung also sells their Haptic technology to other companies. Haptic means touch screen, and Samsung would sell their touchscreen technology to other companies to use in their products.
In Korea, Samsung Haptic is the leading phone line beating out it's competitors such as LG (which goes by the name Cyon) and Motorola. The Samsung phone division a.k.a. Anycall set itself off from the other phones because of the image it created for itself. Using beliefs and learning, the image it had was the best quality phone that doesn't break easily. They made their phones well in the past, just like how Toyota built cars that lasted and now everyone sees and thinks that Toyota builds cars that last a long time even though their new cars may not last. The Haptic was just like any other Anycall phone. It had the image of a phone that doesn't break while offering the best quality in touch screen phones.
Samsung is also the world's largest electronics company. Using this fact, consumers believe that they will offer a better quality product then it's competitors.
Another way Samsung effects decision making is by the design on their phones as well as the price. Asian consumers care a lot about products that symbolize status. This gave birth to "Luxury" phones. In 2007, LG teamed up with Prada and released the "Prada" phone. It blew away Samsung's 1st Haptic phone even though the Haptic was far superior. Then Samsung started to change the design of their phone, and market to the younger crowd. With a sleek and sexy design, a stiff price tag and celebrity endorsements, the younger crowds ate it up. The next best phone. Samsung made it so that if you didn't have the new Haptic, you were unpopular/lame. It wasn't the older market that set the standards, but the young-middle aged market.
Samsung's efforts can be improved on the global market. The culture is different in the global market and social status isn't as important as in the Asian market. Also the Samsung Haptic isn't well known by consumers, thus they will go with the more popular
