Samsung to carve its way into enterprise market

Samsung is making its push to enterprise market. Timothy Wagner running the enterprise unit for Samsung states that “We’ve made the decision to be No. 1 in enterprise”.

The enterprise market has been handed over to Apple by RIM recently and as IDC states Apple will remain in top position till at least 2016. Tim Cook stated that some 80 percent of enterprises are testing Apple products for their employees. Taking iPhones and iPads away from employees will be quite a task, but Samsung has a plan. Apple is very much a one-size-fits-all kind of a company. Their smartphone market share in China for example had slipped from 17.3 percent to 8 percent in half a year because they failed to offer variety. Samsung is determined to target specific industries and to offer unique solutions.

Samsung had made a custom Galaxy S II phone to transmit data from a patient’s heart monitor to a doctor. This is the kind of untapped enterprise market that Samsung is after and the market is ready. RIM is struggling to regain some of its lost enterprise market with its new Blackberry 10 up for launch next month. Microsoft has its hands full trying to promote its Windows Phone 8 os. Android dominates the smartphone market with solid 72 percent market share and Samsung is the largest smartphone manufacturer.

The push to enterprise market comes at least partially by the fact that HTC has been struggling to regain its foothold in android smartphone market while steering away from windows phone platform. Google is of course in a good position to attack this market itself. Especially, since recently acquired Motorola owned 3LM a mobile enterprise software maker that could offer customizations for enterprise clients. But Google’s focus is elsewhere.

Samsung wants to offer desktop replacement to their enterprise clients, but not in tablets, or notebooks, but rather in smartphones with special docking stations allowing utilizing smartphone’s computing power.

“As soon as you walk in the room with your phone in your pocket, your monitor, keyboard, and mouse will light up,” Wagner predicts.

The road to enterprise seems rough and with uphill slope. Some 60 million iPhones sold in 2012 run some sort of corporate applications, while only about 20 percent of Android phones can do that. Trouble for Samsung is that each android is just a bit different so to produce a customized solution for a corporate with numerous android devices does present some difficulties.

businessweek

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