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Samsung's Multiple Device Strategy Is Brilliant, Even Though It Annoys You

Admit it, the announcement of the new Galaxy Mega has you hot under the collar. How could Samsung possibly feel the need to release another phone, with another screen size (two in fact!). Don't they realise that 75 different but almost the same smartphones is just too many?

Step back from your own personal angst though and you'll soon realise that Samsung's strategy is nothing short of brilliant. Here's why.

There's probably no more personal device than the smartphone - in fact we should really be taking the term personal computer and applying it right here. That lump that sits on your desk or occasionally travels in your briefcase isn't personal, not when compared to the device that's with you every waking minute and almost certainly every sleeping minute too.

Which is why the fan boy wars that we thought we left behind with Mac v Windows have been re-ignited at a much higher intensity. The smartphone has become such an important part of our everyday lives that we form an allegiance with it.

However, no one smartphone matches every single person's needs. And each person has a different part  of the smartphone feature set that is important to them.

Which is why articles and forum comments telling users they have the wrong smartphone are just nonsense. No two users have the same requirements, judging someone else's decision based on your criteria is both arrogant and inflammatory.

For every person who wants a phone that slips unobtrusively into their pocket there's another who wants a huge screen for games or video or browsing. For every user who demands a premium build and finish there's another (at least) who wants something of low value that can be lost or damaged with impunity. And for every slimline device customer there's one who values ruggedness above all. That's without considering cameras, methods of operation, software, apps or any of the other differentiators.

And Samsung has faced this market and decided it can't be like Apple - selling devices at a premium on its own terms. Rather it needs to deliver a device that competes for every single smartphone purchase. And by doing that it has created a myriad of devices at every possible market point to compete with everybody from Apple to ZTE.

99% of Samsung's smartphones will be of no use to you, whatever drives your purchase. But at the same time for 99% of buyers there'll be at least one Samsung phone that exactly meets their requirements.

Its much cleverer than a scattergun approach, its an incredibly focused niche approach and Samsung should be applauded for making it work.


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