This is according to Craige Fleischer, Director of Mobile Communications at Samsung Electronics South Africa, who explains that a value proposition is the sum total of the product, services and experiences delivered to customers during their interactions with a brand. “Samsung Electronics SA understands this relationship and continuously seeks to develop an innovative eco-system to accompany our mobile solutions, to respond to customers’ ever-evolving needs.”
Designed to fit into customers’ lifestyles, the electronics company has developed a unique eco-system to accompany its products. Since the introduction of this service it has subsequently grown in popularity in South Africa and across the African continent. “The Samsung eco-system delivers locally relevant content and services, as well as offer additional choice to consumers, effectively adding true value to their Samsung mobile device purchases. The most significant component of a value proposition is tangible proof that it works. This requires creating and continually reinforcing “evidence”
There is a huge appetite for tailor-made benefits to accompany mobile devices. Fleischer says that it is clear that South African consumers have specific preferences and have responded favourably to Samsung’s new market approach. This is evident in that there has been more than a 400% year on year increase in application downloads from Samsung App store, compared to the same time last year. This shows the strong drive and need for locally relevant applications and how consumers are integrating these services into their daily lives. This excludes all Samsung application downloads from the Google Play Store, which amounts to an additional 90 million. Contained within Samsung’s content and services offering is an enhanced locally relevant experience. The Kleek, a mobile music streaming service which is exclusively available to Samsung smartphone users, offers music lovers the chance to enjoy the latest local and international hits at their fingertips. Consumers have responded to this service with more than 3 million users, making this the largest music service in Africa!
Fleischer says that the growth in the Samsung mobile eco-system is proof that millions of users believe in the brand promise and the content and services that are being made available. “We realise the importance of defining and communicating our value proposition to South African consumers, as well as telling a compelling story that shapes who the service is designed for and the benefits that these will provide to the user.”
Through strategic alliances, Samsung offers benefits to consumers that add real value and address current needs. For additional customer peace of mind, Samsung was the first device manufacturer to introduce the Accidental Damage from Handling (ADH) warranty that covers two claims over the standard 24 month warranty period resulting from liquid or screen damage repairs. This service, which is incorporated on a range of devices including the GALAXY S4, GALAXY S5 and Note 3, has to date offered insurance cover amounting in a total saving of over R142 million in potential insurance claims, to Samsung users.
Samsung’s partnership with AlwaysOn also offers users 1GB of free* Wi-Fi data, every month for 12 months, using the country-wide network of more than 1 400 local AlwaysOn hotspots, ensuring data costs are reduced. Since this service was introduced more than 1.8 Million GB have been made available to Samsung users at no additional cost.
Fleisher says: “Offering SA consumers the lifestyle essentials which they demand, demonstrates our promise to always deliver the most innovative solutions. Today’s consumers are more in tune with what they want and it is our role as the leading consumer electronics brand to ensure we respond to and continually evolve our value proposition to address these needs, in a way that will enhance our consumers’ lives.”
The new b-there travel app has been exclusively designed for Samsung users in Southern Africa, by acting as an online travel agency that enables customers to search, select and pay for travel services directly from their mobile devices. These products include local and international flights, a range of accommodation options, car rental deals and travel packages. The b-there travel app can be downloaded free from Google Play store.
The Samsung and Mikz partnership provide customers with an opportunity to create a personalised mobile shopping experience on Samsung GALAXY devices. With Mikz, users can obtain news, tips, information and special deals, handpicked from those brands that they are most interested in. Through Mikz, users can access a number of promotions and discounts on their device, all of which is tailored exclusively to their own interests.
Samsung GALAXY customers will be able to order photographic prints, directly from their mobile device, for delivery anywhere in South Africa. Through a partnership with QPhoto, Samsung GALAXY S5 users qualify for over R1 000 worth of special offers and discounts on prints, every month for a year. With a huge range of products available from postcards to canvas, photo books or even personalised coffee mugs Samsung users can now bring their memories to life. Once registered via the LIFESTORY app, available from Google Play store, the experience can be extended on www.samsunglifestory.co.za to view the LIFESTORY community, pictures and competitions.
About Samsung Electronics Co., Ltd.
Samsung Electronics Co., Ltd. is a global leader in technology, opening new possibilities for people everywhere. Through relentless innovation and discovery, we are transforming the worlds of TVs, smartphones, tablets, PCs, cameras, home appliances, printers, LTE systems, medical devices, semiconductors and LED solutions. We employ 286,000 people across 80 countries with annual sales of US$216.7 billion. To discover more, please visit www.samsung.com.