Gartner Research

Samsung Galaxy S4's Success Will Come From Brand Presence Over Its Countless Features

Published: 12 April 2013

ID: G00251288

Analyst(s): Hugues J. De La Vergne, Carolina Milanesi


Samsung's Galaxy S4 is an evolution over the Galaxy SIII, but the strong marketing spend will once again make it the most successful Android device in 2013. Samsung's strong push on its own ecosystem is the biggest threat to competitors and Google.

Table Of Contents
  • Impacts


Impacts and Recommendations

  • Samsung Unpacked 2013 Episode 1 confirms the company's intent to use its huge marketing budget to continue building its brand and ecosystem, making it difficult for its competitors to position their products as aspirational even when they are superior
  • Samsung's buildup of its own ecosystem might start to make Google uncomfortable and cause it to look at how to use Motorola in a more aggressive way than previously intended
  • Although the list of new features on the Galaxy S4 is impressive, their stickiness might prove lower than Samsung hoped for, leaving Apple to continue to be seen as delivering a stronger user experience that leads to higher consumer engagement

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