Samsung sees application downloads grow 400% with local partnerships

The real battle for the future of the Smartphone market is not new appliances only. Is in that each consumer can do with the device that you have on hand. "The war rages in the ecosystem, that is, in quantity and in variety of applications that permeate the ecosystem around the hardware, which is a commodity," says Fernando Belfort, leader of the consultancy Frost Sullivan & for Latin America.
This scenario explains the Samsung's strategy to encourage the development of content through partnerships. Last year, the company recorded a high of 400% in downloads of its application store Samsung Apps in Brazil. The initiative is global, but according to Robson Lisbon, Senior Manager of Samsung's content and services in the country, the local subsidiary left in front, two and a half years ago. Today, it has about 180 local partners, between traditional names such as Grow and cocktail, publishers of magazines and newspapers, and others, like the traditional manufacturer of notebooks, Moleskine notebooks. "Many companies have not yet entered the digital world and see the digital life as a threat," says Lisbon. "We talked with partners who thought we were competitors."
The Executive has a team of 14 professionals responsible for planning and designing projects together with partners to transform content into applications. Now, the team is working on more than 50 projects. In the case of Grow, for example, the traditional game Profile won a mobile version. And developing an online option that can also be played through Facebook. "This opens new ways of monetization for the business of our partners."
Robson account that does not have a numeric goal of new partners, but, throughout this year, will strengthen the activities in areas such as health, finance, entertainment and celebrities. "My role is to bring companies unlikely for this model of partnership".
The recipe varies on a case by case basis, but, on average, below the 70% market metrics to the owner of the content and 30% for Samsung. For six months, the application is only available in Samsung Apps as a way to monetize the investment made by the company.
The uniqueness requirement is simple. Samsung leads the world market of smartphones with 30% stake, according to consultancy Strategy Analytics. But uses Google's Android operating system, in their tablets and smartphones. The platform is open and the applications developed for Android work in any device that uses the system. "If the consumer opts for Android, which manufacturer will choose? If, in addition to técnioas aspects, Samsung has unique applications, differential may be an option, "says Baker. "She is thinking about the advantages that the user will have to buy the handset," adds the expert.
An example of benefit to the consumer is the Samsung's strategy of offering free applications for buyers of their products. In the case of Galaxy Tab of 10.1 inches, for example, which costs about $ 1.5 million, the buyer earns the equivalent of $ 700, or $ 1.4 billion, in digital signatures, the virtual store storage service NetMovies, Dropbox and other applications, for a certain period. The goal for this year is to raise this to $ 1.1 million bonus.
Lisbon evaluates that focus on partnering sites explains the fact, according to him, the Galaxy Tab, tablet, having exceeded the iPad, Apple's market share in Brazil two years ago. "Apple has a very strong brand appeal, we need to provide more," he says. Another difference, he adds, is the possibility of mass that Samsung offers just for leading the Smartphone market. "Many companies have invested in iOS (Apple's operating system), but it covers a small portion of the population, which reduces the return on investment", he adds.
For Belfort, Samsung's market potential is huge. "Is the only company that has phone, tablet, television, domestic appliances such as the refrigerator. And, in the near future we will have application in all places. "