Samsun is where the consumer SmartTV Sector Trend is going This is why I call little company with big time uptown technology partnering and hammering out a revenue sharing agreement to be embedded in all of Samsungs
present and future SmartTV appliances be it LCD or PLASMA going forward-and a 1% adoption rate used by the talking heads on the valuations for TNG on this mamoth sized deal when Samsung currently owns 26% of the global market place at last count...is ludicrious with a capital L.
SAMSUNG is the DOMINANT PLAYER in the SMART TV sector over ANY AND ALL as reviewed by SECTOR ANALYSTS not promotional stuff put out by the company but by SECTOR ANALYSTS for the right reasons and that TNG landed in bed with them? Means a possible investment tsunami type opportunity for those in early cuz the traction from this SAMSUNG deal alone should be quite prolific...that I do not believe is fully understood or if it is...is being discounted more than reasonably palatable to my way of thinking and seeing the investment landscape on even terms.
Samsung Drives Market Share by Dominating Share of Choice
Mallory Russell / September 23, 2013
"Over the past two years, one brand in particular has increased its market share across a number of product categories. Samsung grew its market share in the smartphone, tablet, and even the home appliance categories since 2011, capturing share from competitors along the way."
"This isn’t news to most of us. It’s well known that Samsung has emerged as a consumer electronics powerhouse over the past few years. At the same time, it’s also become something of a digital video superstar."
"And the correlation is no coincidence. Based on our tracking of all branded video content in the consumer electronics category, we’ve come to see that growth in market share is highly correlated with a brand’s social supremacy. And Samsung is driving its market share by dominating the Share of Choice® in the consumer electronics vertical."
"If Share of Choice correlates with market share, you are probably pretty curious as to what it is. Simply put, if market share is a brand’s percentage of sales in any given universe, share of choice is the percentage of online social behavior that is credited to the brand."
Samsung Drives Market Share by Dominating Share of Choice
Mallory Russell / September 23, 2013
The consumer electronics field is thick with big players: Apple, Google, Motorola, Acer, Microsoft, and HTC, among others. And in this mega-competitive industry, brands are always looking to grow market share and, more importantly, capture it from their competitors.
Over the past two years, one brand in particular has increased its market share across a number of product categories. Samsung grew its market share in the smartphone, tablet, and even the home appliance categories since 2011, capturing share from competitors along the way.
This isn’t news to most of us. It’s well known that Samsung has emerged as a consumer electronics powerhouse over the past few years. At the same time, it’s also become something of a digital video superstar.
And the correlation is no coincidence. Based on our tracking of all branded video content in the consumer electronics category, we’ve come to see that growth in market share is highly correlated with a brand’s social supremacy. And Samsung is driving its market share by dominating the Share of Choice® in the consumer electronics vertical.
If Share of Choice correlates with market share, you are probably pretty curious as to what it is. Simply put, if market share is a brand’s percentage of sales in any given universe, share of choice is the percentage of online social behavior that is credited to the brand.
“Share of Choice is a brand’s share of all socially engaging online consumer behaviors, inspired by branded videos, and syndicated by all advertisers in a vertical industry,” says Seraj Bharwani, Visible Measures Chief Analytics Officer. “Socially engaging behaviors include viewing (time spent watching), sharing (embedding and re-posting), tweeting, Facebook posting, blogging, url/link-mailing, and the like.”
Visible Measures data footprint provides complete coverage of all socially engaging online consumer behaviors that originates from branded videos, and is syndicated by any advertiser. And over the past two years, we’ve observed that Samsung has not only established itself as a digital video dynamo, but also as the consumer electronics share of choice leader.
Samsung Dominates Share of Choice
Samsung knows how to tell a good story in video, and it knows how to tell a story that will go viral. Whether it’s promoting its smartphones or tablets, or even its washing machines, its videos go viral in a big way and create big conversations.
The brand started to show its viral prowess in 2011. That year, Samsung launched more than 20 different branded video campaigns and generated a True Reach® of more than 50.5 million views. That’s impressive, but pales in comparison to its 2012 performance.
Last year, Samsung launched nearly 40 campaigns and garnered a True Reach of more than 280 million views. The consumer electronics brand that came closest to equaling that view count in 2012 was Google with 250 million views and then Apple with 92 million views.
To date, in 2013, Samsung has already generated more than 288 million views, and it’s only September.
Looking at Samsung’s Share of Choice trajectory over the same period – from 2011 to 2013 – it grew and peaked at north of 70% through most of 2012. And even though it has come down since then, Samsung is still the Share of Choice leader among consumer electronics brands.
Growth in Share of Choice Leads Growth in Market Share
The growth in Samsung’s Share of Choice between 2011 and 2013 was, in effect, a leading indicator of the growth that the brand would experience in its business.
In 2012, when the brand’s Share of Choice peaked, its brand value also increased by 40% to reach $33 billion. And at the same time that Samsung came to overshadow its competitors in Share of Choice, the brand experienced similar growth in market share across its product offerings.
In the fourth quarter of 2011, Samsung’s market share of all connected device shipments – desktops PCs, notebook PCs, tablets, and smartphones – hovered around 15%. A year later, in the fourth quarter of 2012, Samsung led the market in combined shipments of connected devices narrowly edging out Apple (21.2% to 20.3%), according to the International Data Corporation’sSmart Connected Device Tracker.
What we see is that the growth of Samsung’s business, occurred at the same time that Samsung’s started to dominate the branded video universe and social conversation around consumer electronics. And while many of these videos and this conversation revolved around its smartphone products, it nevertheless helped the market share of all of the brand’s products.
Curious about how Samsung’s market share in specific product categories grew as their Share of Choice grew during the 2011 to 2013 period? Here’s some info on smartphones, smart TVs, tablets, and home appliances.
Smartphones
The battle between Apple and Samsung for smartphone dominance has been well documented. And as of this July, Samsung now not only leads Apple in market share, but also takes the title of most profitable mobile phone company.
The rise of Samsung’s smartphone market share correlates with its growing presence in digital video. According to the IDC, the brand held an 11.3% market share in the first quarter of 2011. But by December of the same year, its market share had grown to 23%. Then in the first quarter of 2012, it surged again to 29%, making it the top smartphone vendor in the world. By second quarter of 2013, in the midst of Samsung’s video campaign onslaught, its market share had reached 32%.
And although the second quarter of 2013, Samsung’s market share has dropped to 30%, it was still miles ahead of Apple, whose market share is hanging around 13%.
Smart TVs
According to research by Strategy Analytics, Samsung holds the largest market share of global Smart TV shipments. But up until two years ago, Sony and Sharp led the Smart TV market. Strategy Analytics notes that the end of Japan’s Eco-Points program hurt Sony and Sharp, but Samsung’s increased marketing presence in those two years – including its dynamite showing in viral video – aided Samsung’s strong sales. The global Smart TV shipments reached 12.7 million units in Q1 2013, and Samsung accounts for 26% of that.
Tablets
Tablets are one of the hottest products out there. Year over year in the first quarter of 2013, worldwide tablet shipments grew 142.4%, according to the International Data Corporation’s Worldwide Quarterly Tablet Tracker. Tablet shipments totaled 49.2 million units in 1Q13, which is more than the entire first half of 2012.
We all know that Apple dominates the tablet market. But while the iPad is firmly in the top spot, for now, the number of units it ships and its market share are slipping. According to IDC’s report, from the first quarter of 2012 to the first quarter of 2013, Apple’s tablet market share fell from 58.1% to 39.6%, while Samsung (number two in the market) saw its share rise from 11.3% to 17.9%.
Home Appliances
Even in the home appliance category, Samsung’s adeptness with viral videos has paid off. The Wall Street Journal notes that the brand’s market share of the US home appliance market rose to 10.5% in the second quarter of 2013 from just 2.3% five years earlier. And while Samsung does produce videos for its home appliance products, the growth is also attributed to the marketing of its smartphones and tablets that consumers are familiar with.