As part of this campaign, Samsung has installed “eye-popping” billboards in five major cities around the world — New York, London, Dubai, Kuala Lumpur, and Seoul. The billboards light up with a giant 3D tiger roaring to life. The company says it has chosen tiger as the “star of the campaign” for multiple reasons. Firstly, it wants to signify the Galaxy S22 series’ ‘groundbreaking” low-light photography capabilities with an animal that’s known for its powerful night vision. Samsung says the upcoming flagships will “help users own the night” thanks to new advancements in its low-light smartphone photography technology. Additionally, the Korean brand wants to draw a parallel between the big cat’s fearless nature and “its own innovative past following over a decade of refusing to play it safe and driving the mobile innovations that shape our world.” But this isn’t it. According to The Korea Herald, the word “tiger” has a much bigger meaning for Samsung. It’s the company’s business strategy this year. TIGER is apparently a rough acronym for:
True No. 1 in all product categoriesImprove flagship smartphone market share ($600 plus)Narrow the Gap to AppleExpand its global presence in more product categories such as wireless earphonesAchieve all targets for a Record-breaking year
According to the report, 40 Samsung executives had met in Las Vegas just days before the CES 2022 to discuss this TIGER strategy. These included Samsung Electronics vice chairman Han Jong-hee.
Samsung looking to thwart the Chinese competition and close the gap to Apple with the TIGER strategy
Samsung enjoyed a strong 2021 financially. But the company is struggling somewhat in the smartphone business. Well, it’s still the No. 1 smartphone vendor globally but Chinese firms like Xiaomi, Oppo, and Vivo are constantly eating up its market share. The Korean brand is pretty much non-existent now in China, the world’s largest smartphone market. But the problem extends to the second-largest market as well, i.e. India, where it had a strong foothold a few years back. Samsung has now dropped to the third spot in the Indian smartphone market. It wants to regain some of the lost ground this year. Additionally, Samsung is also looking to improve its performance in the flagship smartphone market and close the gap to Apple in this segment. The Galaxy S21 series didn’t fare as expected last year, though the Galaxy Z Fold 3 and Galaxy Z Flip 3 foldables helped it to a respectable overall performance. The company would now be hoping the Galaxy S22 series to drive its growth this year. By comparing the new phones with a tiger, Samsung is making a bold statement here. Time will tell whether the Korean brand achieves its smartphone business targets for 2022.
