Samsung announces the launch of the Samsung Galaxy SIII

AUSTRALIA: Adam Leach, principal analyst at Ovum, who was briefed on the arrival of the new device, has the following comments:

“The importance of the Galaxy S III to Samsung can not be underestimated; the company has built its reputation on producing the ‘must-have’ Android smartphone and in the process has become the poster child for the Android platform. However, Samsung’s Galaxy S III not only needs to stand out amongst a plethora of other Android-based smartphones it will also go head-to-head with the next iteration of Apple’s smartphone flag-ship the iPhone.

“Samsung has the advantage of time with the next iPhone due out towards the end of this year. In the meantime Samsung can maximize the marketing and distribution of the Galaxy S III on a global scale, and the London 2012 Summer Olympics will provide the perfect marketing opportunity for them.

“Aside from the success of the Galaxy S III, Samsung’s wider business challenge is to decide if it needs ownership of a software and services platform. Leveraging Android has played to Samsung’s advantage, so far, giving it the opportunity to move to the software platform of choice for consumers; however, it leaves the company venerable to a vast number of other OEMs, which could produce the next ‘must-have’ Android smartphone. Having a successful service proposition; would help the company build a deeper relationship with its customers.”