Samsung “firing on all cylinders” in smartwatch market


Manufacturer spending “millions” on marketing campaign to promote its new Gear S2 smartwatch

Samsung says it is on the verge of a “boom” in sales for smart wearables market following the release of its the Gear S2 smartwatch.

The device, which went on sale from November 12, is the manufacturer’s fourth instalment of the Gear range since entering the space 2013. Samsung last year sold a market leading 1.2 million smartwatches globally according to various market forecasts.

Samsung Gear S2
Samsung Gear S2

Speaking to Mobile News last week, Samsung UK and Ireland IT and Mobile VP Conor Pierce said reaction to the Gear S2 has been “phenomenal”, with Carphone, O2, EE, Expansys and Amazon all now stocking the device.

He claims the device has a “unique advantage”over its rivals with the Gear S2 release, as it is compatible with around 8.5 million Android devices in the UK. According to Kantar Worldpanel ComTech, Samsung accounted for 57 per cent of Android UK users in Q3.

“We are on the verge of a boom,” said Pearce. “This is the beginning of a big surge in Samsung’s leadership in smartwatches.

“The Gear S2 can definitely push us onto the next level. It is available to existing Android customers and those that are coming on board with the OS. Samsung is the majority shareholder there, so we already have a unique advantage.

“We are firing on all cylinders. We need to lead the charge and ignite the market, work with our partners, bring value to them and ensure a great consumer experience.”

Samsung '10 Minute Break' bus tour
Samsung ’10 Minute Break’ bus tour


A multi-millon pound marketing campaign has also been launched, with Samsung also taking the device on the road through its branded bus, dubbed ’10 Minute Break’. The bus promotion, which allows customers to test its devices, began in Chertsey, Surrey on November 10, with stops in Manchester, Liverpool, London and Kent, before finishing in Birmingham from December 4-6.

It also opened the Samsung Studio pop-up store at the Westfield Shopping Centre in West London on October 23. This was open for 12 days and gave visitors the chance to get hands-on with all Galaxy products, including an exclusive look at the Gear S2.

“There is a consumer awareness challenge but we are making big investments. We’re launching the Gear S2 at very compelling prices across multiple channels, so it’s important we give people the opportunity to see and use it,” said Pierce.

“We need to spend millions of pounds on the marketing campaign, while the ’10 Minute Break’ and Samsung Studio are yet more ways of meeting the awareness challenge.”