As the competition within the mobile industry intensifies, Samsung just launched the Samsung Galaxy Alpha.
The phone is not meant to compete with their flagship device the Samsung Galaxy S5 but to address the demand for premium material built smartphones.
It will be interesting to see how Samsung will market this phone.
In the first promotional video we can see Samsung trying to appeal to the design focused and fashion concious consumer. The mood in the clip also seems to focus on the female consumers.
The promotional video also reminds me of Nokia. In 1995-1998 Nokia had launched their Nokia L’amour phone models and art deco fashion models. The devices were very well received, as the importance of mobile phones in everyday life was increasing and more customers wanted to use them not just as technology but to also express themselves.
Here are some of the adverts from the old Nokia. They are very well executed.