Junhwan Paul Kang | The Business strategic and technical difference, APPLE VS SAMSUNG
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The Business strategic and technical difference, APPLE VS SAMSUNG

Column | The Business strategic and technical difference, APPLE VS SAMSUNG

Magazine | Tech & Future | 2012, Volume 02

Writer: Junhwan Kang

Digest 

Samsung stuck to be Fast follower rather than First mover for a long while, After Smartphone battle begun, Because Apple has been the most well-known company in the innovation value in the world before Steve Jobs’ death, Samsung should change their strategy in not too distance future.

First mover means A form of competitive advantage that a company earns by being the first to enter a specific market or industry. Being the first allows a company to acquire superior brand recognition and customer loyalty. The company also has more time to perfect its product or service.

Mr, kang wrote three ideas which I’m able to suggest for Samsung mobile. 1st idea was focusing user experience. If Samsung adds a more sensor to the back of a smartphone. The manufacture can make a couple of finger’s gestures to experience various functions. If Samsung have might adopted this idea to new smartphone, They can shift a coulee of years ahead as a first mover in the competition with Apple. In addition, He mentioned the collaboration with Luxury fashion brand and Furniture company.

Publisher | Future & Tech

Future & Tech Magazine Founded in 2010 by YongGeun Kim, Former President of KIAT, This Magazine has been designed and published in order to develop a better understanding about the future with the core of operations. Academics, designers, hackers, coders and educators collaborate to the study of technology.

Samsung stuck to be a Fast follower rather than First mover for a long while After Smartphone battle begun, Because Apple has been the most well-known company in the innovation value in the world before Steve Jobs’ death, Samsung should change their strategy in not too distance future.

The first mover means A form of competitive advantage that a company earns by being the first to enter a specific market or industry. Being the first allows a company to acquire superior brand recognition and customer loyalty. The company also has more time to perfect its product or service.

Mr, kang wrote three ideas which I’m able to suggest for Samsung mobile. The 1st idea was focusing user experience. If Samsung adds a more sensor to the back of a smartphone. The manufacture can make a couple of finger’s gestures to experience various functions. If Samsung has might adopt this idea to a new smartphone, They can shift a coulee of years ahead as a first mover in the competition with Apple. In addition, He mentioned the collaboration with Luxury fashion brand and Furniture company.

Translation in English

Looking at the Samsung and Apple’s patent war reminds of a movie titled ‘Under the world’ which is a story of vampires and werewolves. We are living in the Smartphone’s ‘Smartworld’, cheering for products that Apple and Samsung launched and enjoying the fun and comfort within the cycle of the application. However, in the unknown underground world, vampire Apple and Lycan Samsung are waging a fierce war.

 

Vampire Apple is a high born noble being, ruling their own world. On the other hand, vampire’s greatest enemy Lycan Samsung was rather in a rough feature but always had powerful specs and wild tempered energy, threatening vampires as they grew out in numbers and become more refined. And at last, they have come to the threatening position. Vampire Apples couldn’t stand the Lycan Samsungs’ expansion of power so they immediately declared a war to stop them. The start was on Apr. 15th, 2011 at a northern district court in California USA when Apple sued Samsung for its Galaxy series violating the iPhone and iPad’s patent and rights for design. After then due to Samsung’s immediate respond accusation from both parties went on, and 21 trials from 9 countries worldwide are being continued until now. There is a point in understanding what Samsung and Apples’ patent suit is all about. In particular, let us proceed to concentrate on Apple’s claim that their patent rights been invaded by Samsung. Apple’s key point is that Samsung has copied their product designs and violated the UI technology patent. Especially, the comprehensive patent for iPhone’s UI MultiTouch Gesture is the main matter. This became the basis for accusing Samsung of copying iPhone and iPad’s flat and black square screen box design and UI related design and technologies, which are to drag the screen with fingers to zoom in/out and scroll or turn pages. Apple has already been recognized for its patent of MultiTouch on smartphones (No. 7,479,949) in Jun. 20th, 2009. Functions supported widely on smartphones these days like Pinch, Rotation, and Swipe etc. were all recognized as Apple’s sole property. However, this time, the patent is much more conclusive, not only including current smartphones but is also recognized for its MultiTouch screen functions with a name of ‘Portable Multifunction Devices’. It is applicable for most of the mobile devices’ touchscreen including smartphones, tablet PCs and so on. GUI that is suitable for touch screens, more than one Processer, and Memories, and MultiTouch function that allows N-finger to carry out diverse functions in a single device have all become Apple’s patent. But as the scope of the patent has been recognized broad enough, Apple is able to claim for rights selectively only on its popular products with the function applied. This is not just about acquiring verdict for simple loyalty or anti-trust but it also works as a mean to adjust the release date accordingly to both company’s’ business strategies or earn time for rechecking their own launch strategies by distracting marketing strategies in other countries. In fact, even though the war for the patent in the underworld doesn’t affect Samsung and Apple that greatly, the reason for holding on to the trials in such a long term lies here. Observing the overall situation, we can come up with a picture of Apple usually filing suits and Samsung suing back. Frankly, this kind of long-term trial wouldn’t have taken place if it weren’t for Apple’s action. Actually, this can bee is seen as Apple’s declaration of war against Samsung’s power expansion, and for a deeper analysis, we will have to take a look at both company’s’ business strategies. Apple’s business strategy is to be the ‘First mover’, not by anticipating the future but by constructing it and leading consumers in its own ecosystem to control the uncertain future. Whereas Samsung pursues to be the ‘Fast Follower’ by well performing ‘Risk Management’ through anticipating threats, crisis, opportunities and possibilities faster than its rival in an uncertain market situation. Samsung has so forth proved itself as a First mover by selecting the proper technologies and products and forming its market through managing its supply lines, improving technologies, and controlling price in production lines. However, if Samsung sticks to its Fast Follower strategy, sooner or later it might encounter great hazard. This is also the reason why the CEO of Samsung group is urged for procuring ‘Software’, ‘S level talents’, and ‘Patents’ for the future after 5 and 10 years. Taking a look at the recent Smartphone sales progression, favorable comments on Galaxy Notes, and the aspects of recently released Galaxy S3, it is the time that Samsung initiated its strategy as a First Mover. Moreover, as in the situation where Apple no more acts as a First mover after Steve Jobs death, Samsung may have to move to the position of First mover necessarily. Then, how shall Samsung be the suitable First mover? We will now start thinking off the wall for this.

 

 

Pay attention to the UX accordingly to the Smartphone size

All of the sudden, smart device displays started to get bigger in size. After ‘Full Touch phone’ was developed it became uncomfortable to process everything with only one hand. Furthermore, since smartphones now function as various apps and contents viewer it became common for using smartphones with both hands. Tablet PCs are a device that cannot be used with only one hand. At this point, we should observe the movement of two fingers in various motion gestures through Multisensory. Moving two fingers simultaneously is difficult. And not only can we notice that movement speed between fingers when zooming the picture in/out differs, but also can we notice that since the size of the thumb and index finger are different the index finger’s movement is greater than the other. Also, we can observe the rest of the four fingers are always on the backside of the smartphone when holding on to it.

 

Noticeable Imagination 1

 

Extra sensor on back of the smartphone
Let us say you have pulled out your smartphone from your pocket and there is an extra sensor on the back so you can use your fingers to zoom in/out, scroll the screen or turn pages. Especially think of your first finger as a pivot when zooming in/out on the back. Perhaps we will get to do many things without using both hands. Also, if we get to move the zooming pivot to the point where our thumbs can move wider, it may be possible to zoom in/out more complicated images. Several changes in UX can be expected when an extra sensor or controlling device is added on the backside of the phone. For example, we may get to unlock the phone using other functions or get rid of the Home button. There’s a possibility that these patents may have been applied already. And perhaps there may have been several attempts to develop them. However, what the writer is trying to tell is that new ways of utilizing the display accordingly to various needs are required. Especially for Samsung that has to lead the global innovation must start its path to a First mover as soon as possible. The strategy does not change if diverse technology alteration issues are to be solved in conventional ways. What is needed is adding concept shifts and bold move, which can bring fundamental changes, on top of already accomplished technologies.

 

Noticeable Imagination 2

 

Encounter of NFC and luxury brands

Luxury brands that fascinate women’s minds always have challengers. Those are the groups that copy their products or distribute them to the market. For luxury brands that have to provide consumers with scarcity values, various imitations are a nuisance. If it is possible to detect a product’s genuinely right away by bringing Galaxy S3 near consumers’ products, exquisite collaborations between brands by utilizing NFC can be realized. Also, aside from simple ‘Yes or No’ function, it can help expand the customer groups by managing VVIP customers’ purchase history data and furthermore, it can give a sense of pride that they are with the best product to customers. In the position of the luxury brand, being able to establish marketing strategies using high-tech can be meaningful. This kind of encounter may no sooner spread to luxury brands and also to mass brands. By the way, in the movie ‘The Devil Wears Prada’, Meryl Streep throws a famous line, which explains how trends expand, to her trainee. “You go to your closet and you select, I don’t know, that lumpy blue sweater, for instance. Because you’re trying to tell the world that you take yourself too seriously to care about what you put on your back. But what you don’t know is that that sweater is not just blue. It’s not turquoise. It’s not laps. It’s actually cerulean. 2002

 

Publisher | Future & Tech

Future & Tech Magazine Founded in 2010 by YongGeun Kim, Former President of KIAT, This Magazine has been designed and published in order to develop a better understanding about the future with the core of operations. Academics, designers, hackers, coders, and educators collaborate to the study of technology.

Date

March 8, 2012

Category

Column