Samsung Declares Unicorn Apocalypse on Apple, BlackBerry
Samsung has launched Solutions Exchange, a holistic, secure approach to winning enterprise customers (and crushing opponents).Samsung bought up eight commercial slots during the Sept. 22 Emmy Awards to tell the story of an imaginary game company readying its biggest new title, Unicorn Apocalypse. The staff is young and clever; Galaxy S III and Note 2 devices are brought in and shown off as superior to (and more secure than) the BlackBerry and Apple devices used by two less-than-awesome colleagues; and both working from home and on-screen group collaborations are made possible. Ultimately, the game is a success. "Lebron just tweeted he's addicted to Unicorn Apocalypse!" says a staffer in the final installment, before Tim Burton shows up to discuss a movie option. If Samsung's 6 minutes of airtime didn't make it clear, its Sept. 25 announcement does: It's going after enterprise customers in a major way (and letting the rainbow unicorn blood spill where it will). With Samsung Solutions Exchange, the world's top-selling phone maker plans to do something "extremely unique," said Tim Wagner, vice president and general manager of Samsung's Mobile Enterprise Business Unit.
"If you think of all the things our devices can do, we have very unique, consumer-focused features," said Wagner. "Think of Exchange as a very unique and first-of-its kind engagement model that is completely focused on end customer engagement and success, and that leverages our ecosystem of solutions providers and end channels."