Skip to main content

"Carefully orchestrated" marketing sees Samsung Galaxy S4 sales boom

With impressive early sales of the Galaxy S4 pointing to yet more mobile dominance for Samsung, industry analysts have heralded the Korean firm’s expertly-delivered marketing campaign as pivotal to its smartphone success.

Though Apple’s iPhone 5 and iPhone 4S currently take up the top two positions in the UK phone charts for April, the Samsung Galaxy S4 has seized third spot after just four days of being on sale, according to data from uSwitch.

The S4 has pulled off an instant grab of the Android crown, leaving the richly-praised HTC One down in fourth place, while Samsung’s Galaxy S3, Galaxy Note 2, Galaxy S3, and Galaxy S2 all feature in the top 10.

Responding to the figures, uSwitch’s telecoms expert Ernest Doku highlighted Samsung’s well measured launch strategy as a key driver to the Galaxy S4’s flying start in the market.

“It comes as little surprise that Samsung’s Galaxy S4 has entered the chart in such a strong position,” Doku notes on Trusted Reviews. “A carefully orchestrated sequence of reveals and events since its initial March unveiling has seen the S4 remain on the lips of critics and eager consumers alike."

The assertion perhaps indicates the everyday punter wasn't as irked by the precocious child in the company's promotional videos as ITProPortal was.

“The hype train had barely left the station and popularity in terms of searches and pre-orders were through the roof, resulting in performance usually the preserve of an Apple device,” added Doku.

Samsung will no doubt be eyeing another sustained marketing drive to keep the Galaxy S4 in the upper echelons of the mobile charts; a ploy that has kept its S3 predecessor among the biggest sellers a whole year on from its launch.

Such a strategy could be crucial in preserving the S4’s status, given Doku's emphasis of the fast starts followed by swift popularity drops that are becoming a hallmark of major smartphones in the current mobile climate.

“The slight slip of the Xperia Z [now down to seventh] does highlight an interesting trend - the front-loaded nature of handset launches, where device manufacturers attempt to garner attention in a crowded market quickly, followed by demand falling away,” said Doku.

“Price reductions, free gifts and benefits are frequently bestowed on those customers willing to commit early and pre-order the latest smartphone, as they know a heavy hitter from their competition is just around the corner.”