3rd entry 20400347: What is Next? " HEPTIC" :

summary
What’s next? Anycall Heptic
Samsung Electronics said that they will lunch a new cell-phone model “Heptic”, UI (User interface) on the May 3rd. This new phone is a premium touch screen phone based on variety functions with UIs applied. This cell phone name “ Heptic” represents the sense of touch, and it relate to heptic response between human and machine. It has over 20 different mode vibration functions. For examples, users can experience the different vibration when they push cancel or action button. Also these vibration modes can be changed by the users’ biorhythm. It also gives some analog feature based on digital techniques. Users can view saved pictures in phone like pictures in photo album. You can change the pages with your hand. You can adjust the volume with same way. This can stimulate the users feeling, and also provide easy interface to use. Samsung said that this new model is Anycall’s major strategic model for the first half of this year. Samsung announced that “Heptic” was optimized the User Interface with touch screen, and they expected it will bring new trend in the cell phone market. They started TV CF title with “The next, heptic” and are investing on full marketing effort.

Opinion
I had the lecture about the first mover advantages last Wednesday. The first mover gave strong impression to the public, and they stayed as the represent of that product such as Walkman and Xerox. However, we could not say the first mover is always a winner. These days, all kind of market is changing very quickly and consumers’ perception also. The good example is Motorola which was one of the top cell phone brands in the world. Unfortunately, they were content with their product ‘laser’ which was a big seller of Motorola. They launched another model ‘square’ which was not much different to previous one. As a result, Motorola had to give the top 2nd position to Samsung in world mobile market. The failure was because they had lack of innovation. I think that people live in today have a lot of information about products and new technologies. They are interested in new goods about their quality, design, and function. And also they are interested in the people’s perception of the product, image. To satisfy their expectations, companies have to have innovation their products continuously. If they failed to satisfy those expectations, the companies’ states are not safe any longer.
This article says that another innovative product of Samsung “Heptic”. My personal opinion says that this product is not very new. Obviously, this touch phone is originally started by LG ‘Prada phone’ and ‘Viewty’. However, I think that LG did not perform well in their marketing at least in Korea. They empathized with their camera function and design, but not touch screen. So this ‘Heptic’ can have people’s perception as a first mover ‘the touch screen cell phone’. “Heptic” is promoted with CF titled “What is next?” The first one was mp3, second was camera, third was display phone and forth was touch screen. I also have curiosity and look forward to experience their new product “Hepatic.”

Heptic event site: http://www.anycall.com/event/w420_t/event_main.jsp
Anycall Heptic article
http://news.mk.co.kr/outside/view.php?year=2008&no=142598


204000347 심하정