Friday, October 13, 2017

Apple's secret weapon is teenagers


Over the last decade, Apple has dominated Samsung in the high-end smartphone business. There has been fierce competition: for some years, Samsung devices are prettier or cheaper, and Samsung has always won Apple in the mid-range market . But where companies really care about the results Apple has been the winner.
If Samsung really wants to challenge Apple for the luxury phone market, it needs to unlock its brand in the long run. Obviously, it's easier said than done, and a new report from investment firm Piper Jaffray shows that Samsung is facing a tough battle .
The Jaffray semi-annual survey of teenagers in the United States shows that 78 percent of respondents own an iPhone , up two percent from this spring, and the highest level of ownership ever recorded by the survey. Worse, 82 percent of teens surveyed say they want their next phone to be an iPhone, which is the highest level of interest ever recorded.
This is a big problem for Samsung. Not only does it mean that teenagers are now buying smartphones, but they are creating a strong affinity with Apple . Smartphone manufacturers are increasingly blocking users in an ecosystem. Not only do you buy a phone, you buy a messaging system that all your friends are using, buy music, build playlists and store your photos in the cloud storage. You get used to how gestures work.
Younger users are even more susceptible to this. Messaging services play an important role in the social life of users of this eada, who are less mobile and less able to meet for offline activities. The effect of the network of applications and services is well documented, so if all your friends have iPhone, you will also buy one. By the time you move in and buy your own phone, it 's almost inconceivable to switch platforms : you would have to migrate all your photos, playlists, applications, email accounts, cloud backups, and risk your friends put aside
That is without even considering the brand image that Apple continues to develop. 78 percent of teens who own an iPhone are likely to consider it the number one phone , the device to beat. That makes sense, since most people have one. Intrinsically places Samsung looking outside.
Changing a brand image is not something that can be done in a day. For something so used and polarized as a smartphone, it takes years of work and let's say clear, coercion . If Samsung has long-term plans to beat Apple in the smartphone game, it must start from the young. At the moment, the opposite seems to be the case .
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