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Samsung Turning Dispute with Apple to its Advantage in Australian Marketing

With the preliminary injunction banning sales of the Galaxy Tab 10.1 in Australia now lifted, Samsung is turning the dispute with Apple to its advantage, noting that the lawsuits have made Samsung a "household name" according to The Sydney Morning Herald.
"At the end of the day the media awareness certainly made the Galaxy Tab 10.1 a household name compared to probably what it would've been based on the investment that we would've put into it from a marketing perspective," [Samsung Australia vice president of telecommunications Tyler McGee] said.

Asked how many units of the Galaxy Tab Samsung was bringing in, McGee said "as many units as we can" but warned "there will probably be short supply against the demand".
Apple was granted an injunction blocking the sale of the Galaxy Tab 10.1 in Australia back in mid-October, with Samsung reporting that it may scrap the device's launch entirely there if the injunction was not lifted in time for the holiday shopping season. The injunction was indeed lifted in late November, but Apple won a one-week extension that carried the ban through to December 9th as it unsuccessfully tried to appeal the lifting of the injunction. The case will proceed to full trial next year.


Meanwhile, Engadget points to a Tweet from @maungle showing a new Galaxy Tab 10.1 newspaper ad from Samsung carrying the tagline "The Tablet Apple Tried to Stop," illustrating how Samsung is seeking to tie its advertising to the lawsuit and portray the tablet device as so significant a threat that Apple felt the need to prevent it from going on sale.

Top Rated Comments

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34 months ago

Would you ever see an Apple ad saying "The tablet everyone has tried to copy"? No because thats classless...although it is the truth!


Rating: 46 Votes
34 months ago

Would you ever see an Apple ad saying "The tablet everyone has tried to copy"? No because thats classless...although it is the truth!

Not an ad but.....
Rating: 34 Votes
34 months ago

"The Tablet Apple Tried to Stop,"

Brilliant!

Remember folks... competition is not only good for us it's entertaining as well. :D
Rating: 29 Votes
34 months ago
The Galaxy tab seems pretty weak if they need to resort to this kind of ad campaign.
Rating: 26 Votes
34 months ago
Would you ever see an Apple ad saying "The tablet everyone has tried to copy"? No because thats classless...although it is the truth!
Rating: 21 Votes
34 months ago
Depends on the minor details that get the Samsung name into households. Hearing about a company being sued by another company for copying, then counter suing, products being banned, then unbanned..

Is that really good publicity, even if it does get Samsung into the household name?

If my friend goes to a new burger place and gets diarrhea, and tells me the source of what caused it, that's getting the burger place name into my household, but not for the right reasons..
.
Rating: 21 Votes
34 months ago
I'm glad for Samsung that they are trying to move on but this is poor advertising. Come on Samsung, you don't need to put Apple into your advertising by saying this is "the Tablet Apple tried to stop", it doesn't make good for advertising. Discounting another company's name is only disparagement. At least in Apple's Get a Mac ads they didn't use Microsoft's name.
Rating: 20 Votes
34 months ago
Tried to stop because it allegedly infringes on a bunch of copyrights?

Did stop, and forced a change in design.

Plus, how many people care about patent lawsuits? I think Samsung is overplaying this card, and a bunch of people are just going to start seeing them as whiny wannabe underdogs.
Rating: 20 Votes
34 months ago
Sounds better than "The Tablet that Shamelessly Ripped Off the Competition" I guess.
Rating: 19 Votes
34 months ago
Well played Samsung.

Tried to stop because it allegedly infringes on a bunch of copyrights?

Did stop, and forced a change in design.


The australian case is neither about design nor copyrights so I don't get where you comment comes from.
Rating: 17 Votes

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