AsymcoのHorace Dediu氏が一端アップして、その後取り下げたブログポストにSamsungの強みについて書いてありましたので取り上げます(Horace Dediu氏もTwitterでGoogle Cacheにリンクしていましたので、別に見せたくないわけではなさそうです)。

インタビュー形式(聞き手はRafael Barbosa Barifouse氏)です。太字は私が付けています。

Rafael Barbosa Barifouse氏

Does it make sense to create a new mobile OS when it has had so much success with Android?

Horace Dediu氏

Samsung would argue that the success it’s had is not due to Android but to its products. Arguably they are right because if Android were the valuable component in a phone then buyers would buy the absolute cheapest device that runs Android regardless of brand. That is not the case. People still seek out a particular brand of phone because of the promise it offers. Consumers have been buying more Galaxies than no-name Android phones.

Rafael Barbosa Barifouse氏

Why is Samsung the most successful company between the Android devices makers?

Horace Dediu氏

In my opinion it’s due to three reasons:

  1. Distribution. Success in the phone business depends in having a relationship with a large number of operators. Samsung had these relationships prior to becoming a smartphone vendor [because it sold all other kinds of phones]. Few alternative Android vendors have the level of distribution Samsung has. For comparison Apple has less than half the distribution level of Samsung and most other vendors have less than Apple.
  2. Marketing and promotion. Samsung Electronics spent nearly $12 billion in 2012 on marketing expenses of which $4 billion (est.) was on advertising. Few Android vendors (or any other company) has the resources to match this level of marketing. For comparison, Apple’s 2012 advertising spending was one quarter of Samsung’s.
  3. Supply chain. Samsung can supply the market in large quantities. This is partly due to having their own semiconductor production facilities. Those facilities were in a large part built using Apple contract revenues over the years they supplied iPhone, iPad and iPod components. No Android competitors (except for LG perhaps) had either the capacity to produce components or the signal well in advance to enter the market in volume as Samsung did by being an iPhone supplier.






Neil Hughes氏はスマートフォン市場のシェア推移を見ています(Market shares collapse with ‘brutal speed’ in cyclical smartphone industry)。

その中でNeedham & CompanyのアナリストCharlie Wolf氏の言葉を出しています。

The most important reason for these changes, Wolf believes, is the fact that carriers have “exceptional influence” on the phones customers buy. He said this strategy has worked particularly well for Android, because Google offers carriers and their retail staff incentives to push the brand.