“While the tech media has devoted lots of attention to Apple’s concerned reaction to Samsung’s 2012 marketing blitz, evidence likely to be presented during the Apple vs Samsung trial shows that it was Samsung that targeted its attention on ‘beating Apple’ as its ‘#1 priority’ for 2012,” Daniel Eran Dilger reports for AppleInsider.
“An internal document obtained by AppleInsider detailing Samsung’s ‘lessons learned’ in 2011 and its business forecast for 2012 (involved in the second Apple vs. Samsung trial this week) outlines that not only did Samsung see ‘Beating Apple is #1 Priority’ but also that ‘everything must be context of beating Apple,'” Dilger reports. “Samsung noted at the end of 2011, the year Apple filed its initial lawsuits against Samsung, that the ‘threat from Apple is extremely real and urgent (up to 12.2M sell-in in 4Q).'”
“Samsung’s strategy document indicates that not only did Samsung recognize the ‘urgent threat’ posed by Apple, but that it formulated a response for 2012 that focused on cheap, low end phones and spending billions to overwhelm the market with brand advertising,” Dilger reports. “Further, despite the obviousness of this strategy, Samsung was able to coax bloggers and mainstream media sources to report the opposite of what was happening, seeding the idea that Apple was no longer an innovative threat, that customers were choosing the high end experience offered by Samsung, and even that Samsung had the capability to offer whatever ‘special’ products it could develop without regard for the carriers who sold its products.”
Read more in the full article here.