As worldwide smartphone sales to slow in 2016, Samsung believes that the ‘totality of ecosystem’ is more important and it is definitely beyond phones.
Marc Mathieu, Chief Marketing Officer for Samsung’s North American operations is now responsible to take forward the ‘Next Big Thing’ campaign for the company. His plan of survival in this slow moving smartphone market involves alternatives solutions as well as an ecosystem, yet keeping the phone in the center of it.
“It’s recognizing the phone is in the center of an ecosystem of other products and services and even experiences powered by the phone,” said Mathieu, in an interview with CNET last week in New York. “To market the totality of our ecosystem, we needed to cut it into pieces that make sense to consumers.”
The latest report from Gartner also points towards slowing down of smartphone sales. It notes that the worldwide smartphone sales will only grow by 7 percent in 2016, to reach 1.5 billion units, and it is much lower from 14.4 percent growth suggested by Gartner in 2015.
The South Korean giant’s furture produdct strategy should be to make “people to buy other stuff and not just phones,” says Carolina Milanesi, Creative Strategies Analyst. In a way, Samsung is already building the ecosyetm with likes of recently introduced Gear VR, Gear 360 camera, Gear Fit 2, and Icon X Bluetooth earbuds.
Also, to market that ecosystem, company is smartly bundling other devices with its smartphones to make people understand and use them. So for instance, people who preordered the Galaxy S7 or Galaxy S7 Edge got a free Gear VR headset, and for its new launch of Galaxy S7 Active, company is offering the Gear S2 or the 8-inch Galaxy Tab E tablet for just 99 cents (approximately Rs. 66).