In New York this evening, Samsung aims – with the launch of the Galaxy S4 smartphone – to complete its transformation into the company that stole Apple’s crown.
With the iPhone manufacturer’s share price is at its lowest level in more than a year and markets worrying that its best days are behind it,Samsung will launch the S4, its latest smartphone.
This is a phone that is likely to track how your eyes move and use a screen of unprecedented resolution – the Korean company believes it will cement its position as the world’s leading technology brand. And in the words of one analyst, “there won’t be a person on the planet who hasn’t heard of the S4”.
That’s thanks to Samsung’s most potent weapon, its marketing budget. Coupled with unprecedented momentum, Samsung has powered its way to becoming the biggest phone manufacturer in the world, taking over from Nokia, and it has been able to promote itself as a brand uniquely positioned to sell consumers everything from refrigerators to televisions and from mobile phones to laptops. At the company’s recent European showcase it even renewed its push into robotic vacuum cleaners.
This week, however, is all about the global flagship device: the S4 is likely to have a large, 5” screen, built-in payment technology from Visa and 4G speeds. It will also develop the technology in its predecessor, the S3, that kept the screen on when it detected that a user was looking at it. And the fact that the device launches in America, too, is crucial: while Samsung has dominated in Europe in particular, in America it has not gathered quite the same following.
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