Samsung Galaxy S6: An Analysis of Its Design and Technology

The provided content appears to be a collection of articles and sources about the Samsung Galaxy S6 device. The summary includes information on photos of the device's frame leaking, confirming a metal build, as well as reviews and comparisons with other devices such as the iPhone 6. Additionally, there are references to market trends and sales data. The content also touches on the adoption curve and the history and evolution of cell phones.

Marketing Design and Innovation
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Table of Contents
INTRODUCTION ...............................................................................................................................5
TASK 1 ................................................................................................................................................7
Benefits and value derived by the customers ..................................................................................7
Uniqueness of products design and elements ...............................................................................10
Brand Appeal ................................................................................................................................14
TASK 2: REFLECTIVE ESSAY .......................................................................................................16
CONCLUSION .................................................................................................................................18
REFERENCES...................................................................................................................................19
APPENDIX .......................................................................................................................................21
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Illustration Index
Illustration 1: S curve for Mobile Phones.............................................................................................8
Illustration 2: Cell phone life cycle .....................................................................................................9
Illustration 3: Shape of Samsung Galaxy S6 Edge ............................................................................11
Illustration 4: Samsung Galaxy S6 Edge colours ..............................................................................13
Illustration 5: Curving edge of Samsung Galaxy S6 Edge.................................................................14
Illustration 6: Samsung Android market share in the world...............................................................15
Illustration 7: Adoption curve ............................................................................................................21
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Index of Tables
Table 1: Comparison between Samsung Galaxy S6 and Apple iPhone 6..........................................10
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INTRODUCTION
The following research is based on marketing designing and innovation and to understand
the importance in the industry, Samsung has taken into consideration. The purpose behind
conducting this research is to derive values and benefits of Samsung Mobile Phones for customers,
uniqueness of its design, and brand appeal by a cell phone in the competitive market. Along with
this, a reflective essay is written which describe journey of the researcher through this study (Gurau
and Ranchhod, 2009). Beside this, the objectives which will be covered under the following report
are major characteristics of products and service design and innovation form the marketing
perspective, key characteristics of the design process and impact of current developments in design
of products.
Objectives:
 To assess the benefits and value derived by the clients or customer from Samsung Smart
phones.
 To explore the uniqueness of design elements of Samsung. To determine the brand appeal of Samsung Smartphone in relation to its competitors in the
contemporary markets.
Influence:
The thing which has inspired the researcher to conduct the research in the following area is
continuous and new innovation in Samsung phone. From the last few years, the innovations in the
cell phones has become made with the dynamic mode which make it more smart with the time. The
technology has changed the working style of the users and made the work simpler and faster as
compare to the old time.
Evaluation of cell phones
In the earlier time, the cell phone was just an invention where the different imaginations
were carrying out. The first automatic analog cellular phone was developing in 1979 in Tokyo in
which FDMA (Frequency Division Multiple Access) technique was use. In 1983, the invention was
taking place in the innovation in which the idea was transform into the action. The second analong
cellphone of this period was Motorola DynaTC 8000X and it was small and easy to carry.
According to Gestalt rule second, during the period of 1979-1983, the all mobile phones were
having in the same characteristics in terms of shape, size and colour. The architectural of the mobile
phones in this era was brick size. This was the first generation cellular analog phones (The Cell
Phone Timeline. 2015).
In 1990, the second generation phone was starting to develop and they were in the nature of
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digital. During this time, the two standard GSM and CDMA were evolving. These were different
from the previous generation models and their working was also fast. The raise in innovation in the
mobile phones were help the different mobile communication organizations to use the new
information for taking the advantages (The Cell Phone Timeline. 2015). The result of the high
absorptive capacity, 2G network was evolve and it was the critical success factors of prepaid mobile
phones. In 1991, the first GSM network was launch in Finland and the major component on which
this phone was working was 2G. The critique of the following network was it was working on
900MHz frequency and same 1G network also using this frequency band.
To defensive the speed of new 2G cellphone, the 1G network was completely close so that
the 2G band could he effectively utilized. In 1993, IBM was coming in the market and it was the
world first company which was bringing the smartphone in the market (The History And Evolution
Of Cell Phones. 2015). It was the disruptive innovation which create a new market by interrupt in
existing market. It was displacing the existing mobile organizations from old market to new market.
The dynamic capabilities of the firm was help in introducing pager, fax machine, address book,
clock, calender, calculator, touchscreen with a QWERTY keyboard in a single phone. The
following explicit knowledge had transform and the result was increase battery life and introduced
SMS application for text messaging (The History And Evolution Of Cell Phones. 2015).
After introducing the 2G phones, the use of the cell phones were began to increase. But after
few time, the need of access the internet for browsing the more information on mobile phones. This
was the failure reason of 2G and it leads to innovation of fixed broadband services. The mobile
network communication organizations were starring working in the direction on 3G (The Cell
Phone Timeline. 2015). Due to this, the radical innovation was starting to taking place in the
cellphones and it was affect the product styling. The following network was done in 2001 and the
many types of technological changes had placed between 2001 to 2010. In addition to this, the
Golden rule was using to design of screen of cell phones where the users can access the websites in
easier. For grids or blocks and test, the golden rule was starting to use.
In 2010, the 4G technology becomes evolved and the mobile communication industry has
started to data optimized by increasing the speed of communication and networking (The History
And Evolution Of Cell Phones. 2015). In this period, the new innovation has taken place as well as
imitation of the smartphones became developed. It has created the offensive situation for the
companies which has deal in the manufacturing of the cellphones. The market became more
aggressive and more competitive with time. The innovation of the mobile phones have closed
innovation because every company has its own team who are working for the firm to develop best
smartphones. Therefore, the by passing from first generation to the fourth generation, the old
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technology has merged with the new one. The similar thing has happened with the evaluation of
Samsung Galaxy S6 Edge (The Cell Phone Timeline. 2015.).
TASK 1
Benefits and value derived by the customers
Martín, Catalán and Jerónimo, 2012 has stated that “new idea or concept is not a root of
innovation but when the thought transforms into a object in the form of prototype is called an
invention” (Martín, Catalán and Jerónimo, 2012). The similar thing has happened with Samsung
where company had started to develop cell phones in the year 2000. Before this time period, the
development of the cell phone was the concept of the company. But after this, firm had transformed
the idea into the action and after 2000, the new innovations, modifications and the radical changes
started. According to Bogue, 2013, “in 2005, Samsung had released world first 7 MP camera phones
which was the speech recognition cell phone” (Bogue, 2013). As the time passed, the firm started to
bring new technology in the cell phones and it made the phones smarter and effective in working. In
addition to this, Gurau and Ranchhod, 2009 has explored in his research that “the radical
improvements in mobile technologies has increased the connectivity of the people with each other
and made the work faster and easier as compare to previous time” (Gurau and Ranchhod, 2009).
Therefore, the result of the continuous innovation by Samsung Company, it has launched the new
smartphone in the market and firm has recognized globally as a technology leader across the world.
As per the view points of Martín, Catalán and Jerónimo, 2012, it has stated that “S curve has
defined the innovation of a product or service” (Martín, Catalán and Jerónimo, 2012). It shows a
pattern of technology innovation which has different segregations such as initial progress, raid
progress and slow progress when the technology become mature and reached to its limits. With the
help of this, it can be easy to explore the cycle of decreasing returns of Smartphone as well as
cyclical growth of the new innovations in the market which has increase the growth in the
marketplace.
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The terms benefits and value are important elements for developing and marketing the
services or products of the company. According to Onur and et. al., 2014, “value has defined in the
terms of usefulness or importance of the object for a consumer” (Onur and et. al., 2014). The value
is referred to the intangible experience which has get by the customers from the product and service
in the exchange of the money. Similarly, Roach, 2009 has stated that “benefit is the major reason
which influenced the service users to buy goods and services” (Roach, 2009). For example, at the
time of buying new cell phone, the benefits delivered to the customers are ease to use, affordable,
new innovation, easy to complete the work etc. Mohr, Sengupta and Slater, 2010 has asserted that
“every Smartphone is different from the other in the terms of features such as radical innovation,
product styling, uniqueness, connectivity, pricing, product life cycle etc” (Mohr, Sengupta and
Slater, 2010). From the last few years, the technology of the cell phones has changed drastically. In
the present time, today's cell phones are transformed into the Smartphone and because of this; it has
made the work of the people become simple and faster. With the help of this, the users can able to
text message, access internet, send and receive the mails, take the photos and make videos, access
the various social media at any time and from any place.
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Illustration 1: S curve for Mobile Phones
(Ssource : Martín, Catalán and Jerónimo, 2012 )

As per the research of Mozota, 2003, it has been found that “Samsung has brought radical
improvements in his cell phones and the result of this is the uniqueness of its phones which is
different from its competitors” (Mozota, 2003). Samsung has introduced the long product line of the
Smartphone in which the new innovation of Samsung Galaxy S6 Edge. The features of the
following product have communicated the capabilities of the cell phones to its target market. In the
contrast, Swan and Zou, 2012 has stated that “the features of Samsung Galaxy S6 Edge are valuable
for the customers when these are providing benefits to them” (Swan and Zou, 2012). The major
features of the product are multi tasking with multi window, selfie camera with sensor, various
power saving modes, wireless with fast charging facility and many other things. The most important
feature of Samsung Galaxy S6 Edge is S Health in which the users can track own daily activities as
well as health. According to showing results, he can improve his fitness by attending different kinds
of health and training programs.
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Illustration 2: Cell phone life cycle
(Source: Gurau and Ranchhod, 2009 )

Comparison between Samsung Galaxy S6 and Apple iPhone 6
Table 1: Comparison between Samsung Galaxy S6 and Apple iPhone 6
Factors Samsung Galaxy S6 Apple iPhone 6
Design Aluminium body and glass panel
Therefore easy to grip (Parker, 2015).
Anodised aluminium back
Hard to carry the phone for the
long time.
Screen 5.1 inch
Increase the enjoyment of videos and
browsing web.
High resolution which is sharper as
compare to iPhone 6s display.
4.7 inch
Small screen and not use 2K
resolution (Parker, 2015).
Performance 3 times more faster as compare to the
iPhone 6.
1.4GHz which slower down the
speed of working of phone.
Storage 32, 64 and 128GB, no micro SD card
support
16, 64 and 128GB, no micro SD
card support
Software Android lollipop 5.0.2 (Parker, 2015) IOS 8.4
Camera 16 megapixel rear camera and 5 megapixel
front camera
8 megapixel
Battery life 2550 mAh non removable battery and
wireless charging.
It takes 1 hour 20 minutes to charge the
phone from 0 to 100%.
1810 mAh non removable battery.
It takes 3 to 3.5 hours to charge
the phone from 0 to 100%
(Parker, 2015).
Uniqueness of products design and elements
The uniqueness of the product has made direct appeal to the customers regarding purchasing
it. There are various things of Samsung Galaxy S6 Edge which defines it as unique and more
attractive. The major feature that made it different from the other companies Smartphone is
fingerprint, accelerometer, gyro, barometer, heart rate etc. The most important thing of this phone is
Wireless charging and active noise cancellation with dedicated mike (Samsung galaxy S6 cool
Shape. 2015). Samsung Galaxy S6 Edge has the combination of advance technology which is
beyond the imagination of the users. The design and the uniqueness of the product has direct appeal
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to the users to buy it. The uniqueness of Samsung Galaxy S6 Edge can be defines from its design
elements such as shape, colour, design, imagination, relevance and usefulness. The description of
these elements are as follows.
Shape: Samsung has more emphasized on excellent outer finishing of hardware and looking of
Samsung Galaxy S6 Edge smartphone because it has made the product more appealing and
attractive. The shape of the phone is in pill shape with the rounded tops and bottoms and sides are
straight. Because of the straight edge of the phone, it is easy to grip and perform the various task in
more easier manner (Williams, 2015).
Colour: The available colours in Samsung Galaxy S6 Edge smartphone are White Pearl, Gold
Platinum, Black Sapphire and Green Emerald. The colour of display screen of the phone I
combination of 16000000 (Kellex, 2015).
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Illustration 3: Shape of Samsung Galaxy S6 Edge
(Source: Samsung galaxy S6 cool Shape. 2015)

Design: For designing of Samsung Galaxy S6 Edge smartphone, the matte aluminum alloy fame as
well as Gorilla Glass 4 has used in front and back end of the phone. This cellphone has apart from
the plastic components and different from the other smartphones of Samsung. The power button and
slot of nano SIM card has on right spine. In the bottom side, the micro USB charging point and
handset jack live has placed. On the other hand, in the left side, the separate section of up and down
volume button has given (Dolcourt, 2015).
Imagination: The good imagination of Samsung Galaxy S6 Edge is a playing a good part in the
success of the following smartphone. It has differentiate the brand from the other competitors who
are presently dealing in the area of manufacturing and selling of smartphones. The imagination of
introducing the curving edge in new Samsung Galaxy S6 Edge smartphone has a reason (Williams,
2015). As per the research conducted by Samsung itself is people have felt impolite when they are
using their cellphones to answer the calls, texting or glancing the phone screen in social situation.
For the smartphone users, it has rude to continuous check the phones to keep in touch with the
loved ones all the time. Therefore, to resolve the issues of the cellphone users, Samsung has
introduced a screen on the edge of the phone. With the help of this, the user can see easily the
notifications without having to flip the handset over (Williams, 2015).
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Illustration 4: Samsung Galaxy S6 Edge colours
(Source: Kellex, 2015)

Usefulness: The target segment of the Samsung is younger people who are very sensitive towards
the price. With the help of smart manager application, the users can manage and view the battery
life, delete not required files and maximize the performance of the phone. Along with this,
cellphone users can perform the multitasking at same time, sending the emails, sharing the various
contents etc (Dolcourt, 2015).
Brand Appeal
Brand appeal is an important aspect of which has generally used for the intangible
commodities to define the relationship between the customers and brand. It has used to connect the
emotions of the service users with the particular product or service (Bonigala, 2015). There are
several factors which affecting the brand appeal of a commodity such as its designing, customer
expectations, pricing, new features etc. In the context of Samsung smartphones, the design and
innovation to meet the customer needs, marketing of innovative product and brand appeal of new
creation in the competitive market are the important things (Bonigala, 2015).
The uniqueness of Samsung Galaxy S6 Edge such as design, specifications, features, shape,
colour etc has created the strong brand appeal in the contemporary market in the against of the
competitors. The brand appeal of the company in the market to the customers is rational and
emotional. The emotional branding techniques have used by the firm in the contemporary market to
those users who have already used it. On the other hand, the rational branding technique has used
for the given the emphasize on the benefits of using Samsung Galaxy S6 Edge and influenced the
customers to buy it for get the good experience (Bonigala, 2015).
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Illustration 5: Curving edge of Samsung Galaxy S6 Edge
(Source: Briggs, 2014)

During the brand appeal, the things which have considered by Samsung is established good
image of the brand in the consumer mind as compare to the rivals in the market. The TV ads of the
Samsung Galaxy S6 Edge has focused on showing the less technical details with the intention of
made the impact on the various users. The brand appeal of the organization has in such a way which
realize the customers that the device that they are carrying with them have provide a feel of good
anxiety. Along with this, the aim of Samsung Company is to show their smartphones more cool and
useful as compare to the competitors devices (Dolcourt, 2015).
The result of the adopting and following good brand appeal strategy to Samsung is it has
relentlessly attract the users of Apple who are standing in the long queue for the many hours fir
buying the new launched gadgets. It has sent a message for the customers of Apple that there is no
need to invest more money for the less innovation on the existing product. The result of this is it is
raise a race between Samsung and Apple Companies to introduced the new features which has
actually work and provide the benefits to the users (Naidu, 2013).
With the help of the effective brand appeal, Samsung has been able to transform its brand
image from value for money to a innovation leader in mobile market. During developing the new
smartphones for the target market, the major focus of the firm has on meeting the expectations and
needs of the services users (Naidu, 2013). From the research, it has been found that there is a wast
difference between the features of Samsung Galaxy S6 Edge and the other competitors
smartphones. Therefore, Samsung is now trying to developing a new image in the market with the
intention of “cares for everybody” as compare to “self centered brand”. Hence, the brand appeal of
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Illustration 6: Samsung Android market share in the world
(Source: Reed, 2013)

Samsung Galaxy S6 Edge shows that the following smartphone is design for the human being by
inspired from the nature (Naidu, 2013).
TASK 2: REFLECTIVE ESSAY
The following research has related to the marketing innovation and design and it has the
most interesting task for me to conduct the research. With the help of this, I have able to developed
the different kinds of skills and gain the knowledge during the research. But, during this phase, I
have faced the many challenges and these have created the barriers in achieve the objectives of the
study. On the other hand, I have also gained the knowledge and determined the various reasons
which are responsible for the invention and innovation of Samsung Galaxy S6 Edge. Therefore,
from the starting to the ending of the research, the following module has helped me to achieved the
following objectives.
Achieve learning through module
The following research has helped me to improved my confidence level to understood the
different aspects of marketing and technology and there roles in developing the new services and
products for the customers by a firm. From the study, I have analysed that invention is the need of
innovation. Without a concept or idea, it has not possible to generate a new product. In the case of
Samsung Galaxy S6 Edge, the company has always assessed the needs and expectations of the
customers and according to it advancement and improvement in the smartphone technologies have
taken place.
During the research, I have explored that the absorptive capacity can be defined as a
company ability to acknowledge the value of new information, absorb and used it for the personal
use. Therefore, with the help of the following thing, Samsung has collected the various kinds of
information and data from the market and use the valuable information for the personal use in the
terms of developing the new product. The high absorptive capacity has helped the firm use the
gathered information in the context of marketing design and innovation.
On the other hand, I have learned from the following module that technology adoption life
cycle or adoption curve is used to divide target market of Samsung into five sections: innovators,
early adopters, early majority, late majority and laggards. The customers of Samsung have came
under the innovators and early adopters. Innovators are those people who are first to followed and
adopt the new technology of product of company. Such type of people are like to taking experience
of the new things. On the other hand, early adopters are not actually taking the interest directly.
They are buying the new technology smartphones by influencing from the other users.
During conduct the research, I have analysed that Samsung has adopted the architectural
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innovation method for developing the new smartphones range. This process has changes the
interaction between the core components of the products by remaining the core designing concept
same. The motive behind adopting the following method is reconfiguration of the existing
technology of smartphones and make it useful for the customers. The result of this framework is
Samsung has launched the wide series of the Galaxy S in the market within the last few years.
On the other hand, I have also learned from the present module is there are six types of
innovation:closed, frugal, incremental, open, radical and reverse innovation. The incremental
innovation means introducing the improvements in the quality of the existing product rather then
new innovation. On the other hand, in the closed innovation, the firm has maintained the full control
over all the aspects of the process of innovation and new discoveries and keep them highly secret.
In this, the company has not brought any kind of input from the external sources as well as avoid to
share intellectual copyright with the external sources. Beside this, the open innovation has enable
the firm to worked with the various externals sources with the purpose of new innovation as well as
taking the contribution of the internal inputs.
On the other side, frugal innovation means decrease the complexity of the system and costs
of the development of the goods. It has helped in removing those features which are nonessential
and decrease the durability of the product. Reverse innovation has firstly adopted in the developing
nations for developed the new products and services and then sell it to the developed markets.
Radical innovation has made the important impact of the market as well as economic condition of
the firm. Under this, the intention behind using this approach by the firm is develop the new
market, bring the changes in the market structure etc. Therefore, during the entire journey of
discovery of the following module, I have learned the different aspects of marketing design and
innovation which challenged my thinking and helped me in developed the new ideas and interest
areas to understand the reasons of innovation and invention.
Journey through the MDI module
During the journey of Marketing Development and Innovation module, I have found a
connection between the knowledge which I have acquire and knowledge I am receiving within the
following course work. Before pursing this course, I have thought that the technology development
is only useful for the users because it has made the life of the people becomes more easy and
flexible. The thinking and the knowledge of mine that time was limited related to the technology. I
was no idea that why there is a need of the innovation and invention in the world. Along with this, I
was thinking that technology is only used in developing the new services and products in the market
with the intention of taking the advantages of the competition.
But after completing the MDI module, I have realized the gaining information has given the
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biggest challenge to my thinking. From this course work, I have found that the technology is not
only for the use of users but it has also help the companies in the various business operations. In
addition to this, I have learned the new things which help me in the future to get the good
opportunities for the growth. I was just like a mature student is doing MBA without any kind of
formal requirements such as taking the admissions in the college, not giving exams etc. The same
thing was happening with me. That time, I felt that from the lot of research on the internet, reading
the books, previous research, articles etc without visiting to the company, I have gain the wast
knowledge about marketing design and innovation. This work experience will help me in future to
led my carrier in the right direction.
CONCLUSION
Marketing design and innovation is a part of new product development or made the
modifications in the existing products. To stay remain in the competition, it has needed for the
organizations to examine the expectations and needs of the customer's. It has generated the
requirements of the new innovations in the products and services which made the commodities of a
company more unique from its competitors. A perfect strategy and approach has required to take
the competitive advantages by the organizations. In the sector mobile communication, the
importance of technology has increased and the result is the mobile firms have bring the new and
latest technology in the market.
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REFERENCES
Books and Journals
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Gurau, C. and Ranchhod, A., 2009. Consumer privacy issues in mobile commerce: a comparative
study of British, French and Romanian consumers. Journal of Consumer Marketing. 26(7).
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Martín, S. S., Catalán, L. and Jerónimo, A. M., 2012. Factors determining firms' perceived
performance of mobile commerce. Industrial Management & Data Systems. 112(6). pp.946
– 963.
Mohr, J. J., Sengupta, S. and Slater, F. S., 2010. Marketing of High-technology Products and
Innovations. Pearson Prentice Hall.
Mozota, B. B., 2003. Design Management: Using Design to Build Brand Value and Corporate
Innovation. Skyhorse Publishing Inc.
Onur, E. and et. al., 2014. Mobile tethering: overview, perspectives and challenges. 16(3).
Palmieri, and Giglio, C., 2014. Seeking the stakeholder-oriented value of innovation: a CKI
perspective. Measuring Business Excellence. 18(1). pp.35 – 44.
Roach, G., 2009. Consumer perceptions of mobile phone marketing: a direct marketing innovation.
Direct Marketing: An International Journal. 3(2). pp.124 – 138.
Swan, S. K. and Zou, Z., 2012. Interdisciplinary Approaches to Product Design, Innovation, &
Branding in International Marketing. Emerald Group Publishing.
Online
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Williams, R., 2015. Why is the Samsung Galaxy S6 Edge curved?. [Online]. Available through:
<http://www.telegraph.co.uk/technology/samsung/11463435/Why-is-the-Samsung-Galaxy-
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APPENDIX
1. Adoption curve
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Illustration 7: Adoption curve
(Source: The adoption curve. 2015)