Consumers are faced with an abundance of technological choices when selecting a smartphone. It is commonly known that the race for improved performance and enhanced features is ongoing between the major vendors. However, there is often very little separating one vendor’s offering from that of another. So how does one make a sensible choice given this generalised uniformity?
There still exists the brand diehard who, irrespective of what bells and whistles the competition may proffer, remains loyal to one brand. However, with the very discerning existing market as well as the techno-adept emerging younger generation, the choice of smartphone often has much less to do with devices and more to do with the user experience a brand can offer.
Topping the list of consumer needs is increased and faster processing power, a superior operating system (OS), high-quality app offering and interconnectivity between devices. According to market research firm Velositor.com, this is supported by a 2011 survey of US consumers who rated smartphone buying factors on a 10-point scale (with 10 being the most important). The survey reported that the networking quality of the mobile service provider (8.2 rating) and OS of the smartphone (8.1) were the most important factors when it came to purchasing a smartphone, followed by the number of apps available (7.9).
A mobile ecosystem determines the way an application is discovered and used and is understood to be a working combination of device, operating system and delivery environment. The crux then is to develop an ecosystem-based offering that emphasises not only a high quantity of apps, but more importantly, high-quality apps.
Samsung Electronics Africa focuses on providing a high-level customer-centric experience. By analysing the specific needs of the market, and researching and developing solutions that address these desires, we have been able to increase customer satisfaction. A typical example of our focus on delivering benchmarked ecosystems is the recent launch of the Samsung S4 smartphone.
The S4 ecosystem features a 24-month Accidental Damage from Handling (ADH) warranty to cover screen and liquid damages specifically for the Africa market to the handset at no extra charge; interactive learning materials and training from Learnthings Africa; smart mobile TV applications with MultiChoice Africa; Universal Music’s Kleek app which provides advanced access to music and interviews with artists; finance through Blue Financial Services, which will allow employees to acquire a full range of Samsung products through an employee purchase programme whereby they pay through a payroll deduction every month; a data service that will provide all new and existing Samsung smart device users with 1 GB of free Wi-Fi access per month, for 12 months at more than 1 200 AlwaysOn hotspots around South Africa; and the Social Network Payment (SNP) payment portal.
The 24-month Accidental Damage from Handling (ADH) warranty is a particularly noteworthy addition. It is a world first from a device manufacturer and is easily activated by sending your IMEI number to a specified number.
It is important to strike a balance between developing high-tech smartphones that carry brands in to the future and creating a sustainable ecosystem that primarily supports the needs of the consumers that use these devices. Value added services are considered a prerequisite in the fast-paced, challenging environment that exists today and as a result, Samsung Electronics Africa will continue to find creative ways to exceed expectations by fine-tuning and enhancing its ecosystem offering in line with anticipated future demands.