Innovation Case

Ramirez Javier

Ms. Kolb

Eng. 1301.002

Sept. 20, 2012

Innovation

The mobile phone market has become a very competitive market over time. Corporations such as Apple and Samsung for instance, release new amazing products yearly. Apple often times uses the word “innovation” to define their newest device of their product line that being the addition of the iPhone 5. Samsung drives the competition to the market with its release of the Galaxy S III. We begin to question what it that makes a mobile device distinguishable from its competitors?

Innovation can be defined as the development of new customer value through solutions that meet new needs, unarticulated needs, or old customer and market needs in new ways. This is accomplished through different or more effective products, processes, services, technologies, or ideas that are readily available to markets and society. At times innovation can interfere with the competition as other companies within a market put forth effort to release a more technological device that is promoted to being more efficient than the competition. A company’s approach of towards the release of a new product is crucial in promoting the product in a positive manner rather than a ruining its reputation.

According to the article posted by the New York Times “Samsung-Apple Fight Moves to Marketing” Technology companies use marketing tactics such as attack ads to that often criticizes a competitor’s product in order to persuade consumers a more simplified solution. The attack ad in the article state a headline from Samsung “It doesn’t take a genius; the next best thing is already here”. The ad portrays a photograph of both the Galaxy S III and iPhone 5 with a list of comparison specs in each device.

In conclusion one can conclude