Galaxy maker losing profits by not tapping customer loyalty

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Galaxy maker losing profits by not tapping customer loyalty

Samsung Electronics could leverage its dominance in the global TV market to better deal with key rival Apple’s upcoming release of its latest iPhone, a report suggested yesterday.

Market researcher Strategy Analytics said it found through surveys that 40 percent of Samsung mobile phone users are likely to buy another Samsung handset, compared with 13 percent who are expected to switch over to the iPhone.

However, as many Samsung TV owners are likely to buy a Samsung phone as an iPhone, with the two groups tied at 24 percent, it said.

“Samsung is failing to capitalize on its leadership in the TV and mobile phone markets. Samsung is obviously a brand leader in each of these segments .?.?. but the brand loyalty in TV and phones respectively is not transferring to other products,” said David Mercer, the author of the report.

The report comes as Samsung is stepping up efforts to cement its top spot in the $219 billion global smartphone market ahead of the widely-anticipated release of the iPhone 5, which could come as early as next month.

The company recently released a 10.1-inch Galaxy Note, a hybrid of a tablet PC and a smartphone, in an attempt to drive its smartphone supremacy.

Mercer said Samsung could use promotional strategies such as vouchers, discounts or cash-back deals on phones for buyers of Samsung TVs and also focus on building synergy between different products. Yonhap

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