Smartphone Marketing 101: Keep It Simple
That's why I'm a little befuddled over Samsung Corp. 's new naming strategy for its Galaxy line of smartphones. (See Samsung & Nokia Push Midrange Smartphones.)
Consumers wanting a new Galaxy smartphone will have to decide whether they want a Super Smart, Royal/Refined, Wonder, Magical or Young device. And then, whether they want it to be Pro, Plus or LTE. I just don't see most people taking the time to figure out which each means and what combination best suits them.
Price will help most narrow down their decision, but then it'll be tough for a salesperson to explain the difference between a Super Smart phone and a Royal/Refined smartphone, or explain what separates a Wonder phone from a Magical phone (a descriptor I'd stay away from either way).
The one moniker that should matter is "LTE," which hopefully won't get muddled the way "4G" has for consumers. (See 4G? Don't Worry About It.)
When it comes to naming conventions, Nokia Corp. (NYSE: NOK) is probably the worst offender with riveting names like the new 600, 700 and 701, but at least these devices are easy to market -- "the loudest, the smallest and the brightest" pretty much captures its latest lineup. Samsung's Galaxy lineup is doing really well in the market, which I expect will attract users to the entire lineup in the first place. But once you get past that, it gets a little murky. The wireless operators will get to decide if they keep these monikers in their stores, and my hope is they pick names that sound better than "601" or "Galaxy M Pro Plus LTE" when customers brag to their friends.
— Sarah Reedy, Senior Reporter, Light Reading Mobile