Title | CANTOPOPERA: SAMSUNG THINKS MORE DIFFERENT |
Brand | SAMSUNG |
Product / Service | SAMSUNG GALAXY S20 |
Category | C03. Challenger Brand Strategy |
Entrant | DDB Hong Kong, HONG KONG |
Idea Creation | DDB Hong Kong, HONG KONG |
Media Placement | DDB Hong Kong, HONG KONG |
Production | DDB Hong Kong, HONG KONG |
Post Production | DDB Hong Kong, HONG KONG |
Name | Company | Position |
---|---|---|
Leo Tsui | DDB Group Hong Kong | Business Lead |
Adrian Tso | DDB Group Hong Kong | Strategy |
Marco Lam | DDB Group Hong Kong | Creative |
Matthew Yuen | DDB Group Hong Kong | Creative |
Kit Yu | DDB Group Hong Kong | Creative |
Jennifer Cheung | DDB Group Hong Kong | Creative |
Kelvin Wong | DDB Group Hong Kong | Creative |
Felix Fong | DDB Group Hong Kong | Digital |
Hayden Leung | DDB Group Hong Kong | Account Service |
Mandy Chan | DDB Group Hong Kong | Account Service |
GLOBAL PLAYER. LOCAL CHALLENGER. Samsung is by no means a challenger brand. However, in Hong Kong’s smartphone market, where Apple, commanding 46.71% of the market share, reigns supreme; Samsung, with its 24.72% market share, is undoubtedly a challenger. CHINK IN APPLE’S ARMOR While Apple has established itself as an innovative leader in the market who ‘thinks different’, they have long since been suspected, questioned, and challenged by consumers and industry publications alike, as their momentum on the front of innovation has slowed to a halt. While this has not been enough to incite an exodus of Apple’s fan base, doubt has clearly begun to creep in. 5G – THE OPPORTUNITY FOR A STATEMENT 5G introduces a new zero-sum phase for the smartphone category at large. As one of the first phone manufacturers in the market to adopt the new infrastructure, Samsung was in prime position to challenge Apple’s innovator status.