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Old Apr 7, 2014, 11:03 AM   #1
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Samsung's Goals for 2012: 'Beating Apple is #1 Priority'




Internal documents included in the second patent trial between Samsung and Apple last week revealed how Apple viewed Android, calling for a "Holy War" against Google and expressing concern about competition from larger-screened, lower-priced Android phones. A new set of documents reported by Re/code and AppleInsider reverses this perspective, showing how Samsung was laser-focused on Apple with the objective of beating the Cupertino company as its "#1 priority" in 2012.

The internal document outlines the lessons Samsung learned in 2011 as it continued development on its Galaxy line of phones and faced a patent infringement lawsuit from Apple. Samsung considered the threat from Apple to be "extremely real and urgent" and communicated to employees that "everything must be [in the] context of beating Apple" in 2012.

Samsung listed the expected features of the upcoming iPhone 5 and predicted how Apple's iPhone would perform in the marketplace. The Korean company also detailed how it would boost its own Galaxy branding and work with both carriers and retailers to expand its retail presence to combat growing consumer interest in the iPhone.
Quote:
Samsung also detailed a strategy of "continuous" branding campaigns where "Galaxy Nexus rolls into Galaxy Note into GSIII," playing upon Apple's consistent branding of iPhone across generations of its products.

"Drive consumer pull," Samsung's Galaxy branding document strategized, hoping that "customers walk into stores asking for Samsung." To get there, Samsung said it needed to "understand why customers buy Apple," and then "develop countermeasures by carrier/retail."
The documents reveal that Samsung shifted its product lineup to serve carriers with 80% of the company's product roadmap supporting carrier demands for joint projects, exclusive offers and low-cost handsets for entry-level consumers. Only 20% of its product lineup focused on high-end handsets like the Galaxy S3 and the Note II.

Samsung also spent billions on advertising to support its Galaxy phones with Apple-targeted ads that focused on iPhone line-waiters, Apple's Genius Bar and more. Samsung credits the company's 2012 "Next Big Thing" advertisements as "a tipping point" for the company's branding and claimed in its opening arguments last week that Apple was taken aback by the edgy marketing campaign.

Article Link: Samsung's Goals for 2012: 'Beating Apple is #1 Priority'
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Old Apr 7, 2014, 11:04 AM   #2
mattopotamus
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To be the best you have to beat the best.
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Old Apr 7, 2014, 11:04 AM   #3
mattbaar26
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I can see where these comments are going to go...
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Old Apr 7, 2014, 11:04 AM   #4
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That have been Samsung's 1st priority since at least 2007!
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Old Apr 7, 2014, 11:04 AM   #5
Santabean2000
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Yep, no surprises there - aiming after no. 1

Bring on the competition!
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Old Apr 7, 2014, 11:05 AM   #6
iLoveiTunes
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I bet this memo is copied as well ...</hides>

Last edited by iLoveiTunes; Apr 7, 2014 at 02:44 PM.
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Old Apr 7, 2014, 11:05 AM   #7
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Sounds like when Microsoft said years ago that wanted to "****** kill Google".
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Old Apr 7, 2014, 11:05 AM   #8
shortenjam88
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I find it hard to believe only 20% of marketing was based on the Galaxy line and not carriers.
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Old Apr 7, 2014, 11:06 AM   #9
dannyyankou
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Apple's goals for 2014: Beating Samsung is #1 priority
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Old Apr 7, 2014, 11:06 AM   #10
Kissaragi
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They are really going at each other!

Seems like its good news for consumers tho if they are all desperately trying to make the best devices possible.
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Old Apr 7, 2014, 11:07 AM   #11
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This explains why as soon as Apple releases Siri, Samsung attempts a Siri clone. As soon as Apple releases a fingerprint sensor, Samsung attempts to release a fingerprint sensor. As soon as Apple releases a gold phone, Samsung releases a gold phone. As soon as Apple releases a 64 bit phone, Samsung releases a... oops need help from Google with that one and Android ain't advanced enough yet!
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Old Apr 7, 2014, 11:07 AM   #12
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That one good thing of such silly lawsuits: some insight into the companies.
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Old Apr 7, 2014, 11:07 AM   #13
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Given how these internal memos are being thrown around in court, it looks like there are moles in both camps.
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Old Apr 7, 2014, 11:07 AM   #14
kaos0271
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I remember when Apple adopted the "We must beat Microsoft" attitude. Almost landed them out of business.

Just do your own thing and make great products. If all you're interested in is beating the competition, then you lose that edge.
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Old Apr 7, 2014, 11:09 AM   #15
Amacfa
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Quote:
Originally Posted by newagemac View Post
This explains why as soon as Apple releases Siri, Samsung attempts a Siri clone. As soon as Apple releases a fingerprint sensor, Samsung attempts to release a fingerprint sensor. As soon as Apple releases a gold phone, Samsung releases a gold phone. As soon as Apple releases a 64 bit phone, Samsung releases a... oops need help from Google with that one and Android ain't advanced enough yet!
Sick burn!

Samsung seriously needs to go away.
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Old Apr 7, 2014, 11:10 AM   #16
genovelle
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Quote:
Originally Posted by newagemac View Post
This explains why as soon as Apple releases Siri, Samsung attempts a Siri clone. As soon as Apple releases a fingerprint sensor, Samsung attempts to release a fingerprint sensor. As soon as Apple releases a gold phone, Samsung releases a gold phone. As soon as Apple releases a 64 bit phone, Samsung releases a... oops need help from Google with that one and Android ain't advanced enough yet!
Samsung did release a comment to the press that they would have 64 bit soon. No mention since though.
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Old Apr 7, 2014, 11:10 AM   #17
Quirinus
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Samsung: we only focus on what others do.
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Old Apr 7, 2014, 11:10 AM   #18
bbeagle
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Quote:
Originally Posted by kaos0271 View Post
I remember when Apple adopted the "We must beat Microsoft" attitude. Almost landed them out of business.
Right. Then on Steve Jobs first day back, he said
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'We have to stop the notion that for Apple to win, Microsoft has to fail.'
.... and then he partnered with Bill Gates to get Office to the Mac.
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Old Apr 7, 2014, 11:10 AM   #19
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So Samsung were providing evidence of Apple's internal documents which showed they were worried about their competition, when in fact Samsung has been worrying about Apple.
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Old Apr 7, 2014, 11:10 AM   #20
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That's an interesting dream
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Old Apr 7, 2014, 11:11 AM   #21
newagemac
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Quote:
Originally Posted by dannyyankou View Post
Apple's goals for 2014: Beating Samsung is #1 priority
Apple is already beating Samsung. They make far more money in Smartphones than Samsung does. And Samsung had been making phones for decades. Apple, a computer company, came in Samsung's market brand new and promptly stole a significant share of the market and more importantly the overwhelming majority of all the profit.

How Samsung allowed Apple to come into their market and do this to them when they had been making phones for decades is a mystery to me.
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Old Apr 7, 2014, 11:11 AM   #22
sputnikv
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Quote:
Originally Posted by kaos0271 View Post
I remember when Apple adopted the "We must beat Microsoft" attitude. Almost landed them out of business.

Just do your own thing and make great products. If all you're interested in is beating the competition, then you lose that edge.
their priority should be to deliver the best possible products and user experiences
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Old Apr 7, 2014, 11:11 AM   #23
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Funny how they both acknowledge each other as a serious threat and want to take each other down. It's time to see what they both got in the pipeline after the next 2-3 years or so. That's when it'll matter. No more SJ road maps. It'll be all Apple and Tim.

Can do Timmy do it?

Tune in and find out!
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Old Apr 7, 2014, 11:11 AM   #24
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80% carrier focus and 20% Samsung focus??

Christ. They really are about the numbers aren't they.
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Old Apr 7, 2014, 11:11 AM   #25
HenryDJP
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Not sure why they didn't have on their list to Copy Apple. It's been a huge part of their business practice.
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