Samsung為了擴展品牌，轉投入於零售與軟體

Samsung可能是世界上最大的智能手機製造商，但他仍希望通過在在北美和歐洲的零售和投資，能夠更多地拓展其品牌。
根據Wall Street Journal報導，最大的推力將是美國的情況，該公司將設立1400個店中店的展示方法，搭配在電子零售商Best Buys中訓練有素的工作人員。CNET報導，三星在Best Buys設立的體驗館將會經過三年的測試再評估。
在接下來的幾個月中，該公司將在31間店提高歐洲零售的三倍曝光，同時在加拿大的Best Buys跟Future Shops有90個開放式的品牌導覽亭。
隨著智慧型手機越來越便宜的趨勢，而三星的成長也逐漸趨緩。根據IDC去年第四季度的報告，Apple在美國智慧型手機市場佔有42%，而三星擁有26%。
此外，Wall Street Journal報導提到，為幫助其分散收入來源，Samsung也更加注重發展自身的軟件。該公司「正與全球頂尖的軟體跟設備公司進行討論，並且有初步的進展」。Samsung電子的副總裁David Eun在接受訪問時這麼說。
這樣的想法是想轉移長期以來對硬體的關注與投入，因為硬體已經有穩定的建設，將一些資源分配到軟體跟銷售服務部門，放眼拓展品牌的各個面向。

Samsung may be the world’s largest smartphone maker, but it looking to expand its brand by investing more heavily in retail in North America and Europe.
According to the Wall Street Journal, the biggest push will be in the United States where the South Korean company will “set up 1,400 prominently displayed ‘store-in-store’ kiosks, complete with Samsung-trained staff” in Best Buys. CNET reports that the Samsung Experience stores in Best Buys will be tested for three years before they are evaluated.
The company will also triple its European retail exposure in the next few months from the 31 stores it currently has while also opening 90 branded kiosks in Canada’s Best Buys and Future Shops.
The push comes as cheaper smartphone rivals continue to pop up and its own growth has slowed. In the fourth quarter of last year, Apple had 42 percent of the US smartphone market while Samsung had 26 percent, according to research firm IDC.
In addition, to help diversify its revenue streams, Samsung is also putting more emphasis into developing its software, the Journal reports. The company “is having open discussions with every top software and services company in the world, along with startups ‘that you haven’t heard of,’” David Eun, executive vice president and head of the Open Innovation Center at Samsung Electronics, told the paper.
The idea is turn some of its focus away from hardware, where it is well established, and dedicate resources to developing its software and services divisions in the hopes of broadening its brand across multiple industries.

摘譯自BrandChannel: