I kind of like Samsung's ads. I think it bring to a head of the question of what is important to new smartphone? Realistically most of us will choose 10-15 apps that we use daily, watch some movie, take some pictures, find resturants around us, getting map direction.. Pretty boring kind of stuff.
The real question everyone should ask if what does those new feature do to our day to day use of our phone? Right now smartphone is going down a path that said more feature is better and no one really ask what are we using those feature for? NFC is a great example. What exactly are we using NFC today or tomorrow? Two years later I am already on a new smartphone. So if there is not something I can use now, I probably don't need it in my smartphone now. I think smart phone is getting into the territory where new inventions are seldom useful. We have at a point that smart phone are fairy complete. Faster processor beyond a certain point won't help my day to day use. Same as having more RAM. Screen size is a personal choice and some people will like it. I think Samsung list is actually expose a big problem. How many of the Apple target audience understand what those feature on the list do?
A lot of the online 10 minute iphone 5 demo reviews already start asking about the construction of Samsung and the easy of use question (especially for woman who tends to have smaller hand) of S3 against Iphone 5. The plastic shell construction of S3 used to be o.k., now it is questionable of taste. Iphone 5 set the bar for light weight and thinnest. And it looks like a blockbuster now. So let see what other company can do to match it.. I bet it will take at least another 9 months before anyone can match it. It is much harder than it seems to get a phone that slim and light weight but yet have enough speed and handle LTE. Good, bad or indifferent: the brand, the look, the feel, the construction and the design is going to get more and more important going forward as almost all smartphone can fill 90% of user's basic needs on a mobile device.
Professionally I'm in creative marketing here in L.A. Rule number One - NEVER mention or retread a competitor in your campaign. Two - NEVER do this to a company that in research study after research study shows Apple as king in terms of customer satisfaction. Three - Apple has way way grown outside its core (no pun intended) and that's really what's driving this REACTION advertising. Heck Apple doesn't even EVER mention verbally it's own brand in its advertising - no need.
The latest shrill attack plan that Apple isn't nearly as innovative as Google is lame and clearly backfires. In my eye Apple is smart not to OVER innovate on the iPhone simply cuz it's clearly grown way over the reach of its core customer. They are smart and will serve up innovation in NEW products.
I know a TON of "out of core" customers that are recent iPhone owners and are literally perplexed and nearly put off by all the features. At some point features should matter less and reliability and durability save the day.
The strongly attacked "Genius" campaign was genius in that they in my eye were clearly targeting a group of newer Apple customers that were clueless to how far the company would go to assist you should you be over struck by the technology. Think about it.
Case in point - I bought a Mac mini server for my home - had no clue how to set it up - called Apple support and a genius logged into my Mac on site and spent TWO hours configuring my set up - ALL FREE.
Bottom line - Samsung REACTiNG screams one thing - FEAR. Houston we have a problem. If the Galaxy is so great then let the market decide and figure it out themselves. Samsungs Ad agency seriously dumbfounds me. Lol!!
One more thing -- this ad appears on the heels of Samsung being kicked to the curb LOSING its patent infringement case where it was found GUILTY of stealing from Apple - hyperly reported thru all media sources. Hardly a time to tout its horns and bring MORE question to itself. Ugh