Samsung’s TV adverts are well known for having a go at Apple and iPhone users, but now it seems Samsung has decided to poke fun at someone else with its latest advert, RIM and their BlackBerry devices.
Samsung are obviously hoping that their latest advert is going to appeal to business users, and whilst they don’t mention BlackBerry by name in the video, it is clear that they are talking about RIM’s devices.
The Shift in Samsung’s Advertising Strategy
Samsung’s decision to target BlackBerry in their latest advert marks a significant shift in their advertising strategy. Traditionally, Samsung has focused on highlighting the perceived shortcomings of Apple’s iPhone, often portraying iPhone users as less savvy or less innovative. By turning their attention to BlackBerry, Samsung is clearly aiming to capture a different segment of the market—business users who have long been loyal to BlackBerry’s secure and reliable devices.
The advert itself is cleverly designed to appeal to this demographic. It showcases features that are particularly relevant to business users, such as enhanced security, seamless multitasking, and robust productivity tools. These are areas where BlackBerry has traditionally excelled, but Samsung is keen to demonstrate that their devices can offer similar, if not superior, capabilities.
Implications for BlackBerry and the Business Market
It will be interesting to see if Samsung releases more of these adverts, especially when RIM launches their new BlackBerry 10 OS along with their new BlackBerry 10 handsets at the end of this month. The timing of Samsung’s advert is no coincidence; it is a strategic move to undermine BlackBerry’s efforts to regain market share with their new offerings.
BlackBerry has been struggling in recent years, losing ground to both Apple and Android devices. Their new BlackBerry 10 OS and handsets are seen as a last-ditch effort to stay relevant in a highly competitive market. Samsung’s advert could potentially sway business users who are on the fence about upgrading to the new BlackBerry devices, convincing them to switch to Samsung instead.
Moreover, the advert also serves to reinforce Samsung’s position as a versatile and innovative brand. By targeting business users, Samsung is expanding its appeal beyond the consumer market, positioning itself as a viable option for enterprise solutions. This could have long-term implications for the brand, helping it to secure a more diverse and loyal customer base.
In addition to the advert, Samsung has been making other moves to attract business users. They have been investing heavily in enterprise solutions, including enhanced security features and partnerships with major software providers. These efforts are all part of a broader strategy to become a dominant player in the business market, a space that has traditionally been dominated by BlackBerry.
Source TechCrunch
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