Samsung does not sell smartphones, but experiences, says Pablo Tapia, marketing director for the company’s internet and mobility management in Mexico.
Three out of ten Mexicans use a smartphone from the Samsung brand, which for years has led the cell phone market in different ranges and despite the pandemic, it maintained the status of the company with the largest market share in the country, something that has not been able to take away its closest competitors.
Samsung has a very broad portfolio and understands all the market needs of all audiences “and this makes it challenging because a 16-year-old boy who loves to upload videos on TikTok is not the same as a 50-year-old who manages his business from home ”, shared the manager.
And, in the midst of the Covid-19 crisis, “we learned that you have to be flexible,” said Tapia. This in order to respond to customer requirements and to provide them with the best experience, since “it is the added value that makes Samsung’s proposal different.”
In addition, he continued, “we understood very well that we have to function as an ecosystem not only from a smartphone but when you buy a Galaxy device and are connected with tablets, laptops and smart televisions, audio and video devices, smartwatches, wearables, and other devices”.
According to the study “Sizing of the smartphone market in Mexico” prepared by The Competitive Intelligence Unit (The CIU), in the fourth quarter of 2020, Samsung registered a decrease of 3 percentage points, which motivated low-end users to migrate to other brands, especially in an adverse economic environment due to the pandemic.