It's been a busy week for the smartphone world. Samsung announced that its new Galaxy S III will be released at the end of May, while on the other side of the spectrum, RIM unveiled its new Blackberry 10 at its keynote conference Blackberry World 2012.
Both manufacturers are aiming for different things: Samsung wants to dethrone Apple and become the dominant smartphone manufacturer, while RIM wants to create a device that will make the past couple of months a distant memory. Both have released trailers showcasing their new products and each one highlight their aims and objectives.
Starting off with the Galaxy S III, Samsung hasn't made any reference to what the device can actually do, instead the trailer focuses on portraying Samsung as a brand that you can connect with. Going with the tagline "Designed for Humans", the trailer shows moments of happiness that the user would like to capture and share.
In case you didn't notice, Samsung wants people to identify with the brand and see their devices as more than just a way to take photos and download apps on. Forming a connection and generating loyalty to a brand is a powerful tool and Samsung knows that it needs more than just a good product to compete with Apple. Samsung needs to match the standard of marketing Apple is famous for and convince consumers that they're more than just a brand, but a part of their life.
RIM go for a considerably different approach. Instead of focusing on the branding part, it has decided to show off the new operating system for the Blackberry 10 and how it differs from Apple and Android. This is a wise move as to rebuild the most basic level of trust, you need to prove to your audience that you have a functional and original product.
From the tiny snippet it shows, it seems that Blackberry has created an OS that does just that, a predictive text keyboard and a 'slide to answer' calls system look nice and could function well, but its hard to see it being enough to turn RIM's fortunes around. It might be able to recover a small share of the smartphone market, but RIM will need a viable long term strategy to undo the damage to its reputation.