Spikes Asia

Cantopopera: Samsung Thinks More Different

DDB, Hong Kong / SAMSUNG / 2022

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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.

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2023, APPLE

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