The Samsung Galaxy S4 launched in New York late last week to
show off a host of new features such as eye tracking, but analysts say that the
"marketing drive” is "more potent than the device itself,” Total Telecoms
The S4 has been hotly anticipated by the industry and
consumers alike and has already been billed as the handset that could revolutionise
the smartphone market. However, analysts believe that this will depend more on
the ongoing marketing campaign than the range of new features.
"Samsung's competitors will be less concerned by the
product itself but more by the looming promotional onslaught," said
Geoff Blaber, director of devices and software platforms at CCS Insight.
This, he went on to say, will give Samsung the chance to
attack the iPhone’s "high margin stronghold”.
The Galaxy range has been a real success for Samsung so far,
with the previous model, the S3 being hailed as the best phone on the market.
The newest model boasts a range of innovative new features, including ‘Air View’,
which allows the user to preview content such as email by hovering a finger
over an icon.
‘Smart Scroll’ pauses video content when the user looks away
from the screen and the phone supports six different LTE frequencies.
"At Samsung, we are restless about innovation, and are
constantly striving to create unique experiences for our customers that will
transform their lives. The Galaxy S4 does just that," said Simon Stanford,
vice president at Samsung U.K. and Ireland.
However, Jan Dawson, chief telecom analyst at Ovum said that
the company appeared to be attempting to "kill the competition” with a volume
of features that most users will never even find on the device.
This means that the challenge for Samsung in the future will
be to continue making new innovations to set them apart from competitors.
"For now, Samsung can likely rely on its vastly
superior marketing budget and the relatively weak efforts of its competitors in
software to keep it ahead," said Dawson. "But competitors will catch
up (as Samsung has caught up in many ways with Apple) and Samsung will need to
continue to stretch."
This can be achieved by building content offerings that span
all of their other products such as tablets.
However, the lead Samsung has over its competitors is significant, having shipped 213m
smartphones last year, which equates to a 30.4% share of the global smartphone
Its closest competitor is Apple, for the moment, with
The S4 is due to be shipped globally at the end of April
2013 and will be available from EE, Vodafone and 3, amongst others.