Samsung Galaxy S5: Galaxy 11 World Tour
Agency: Cheil MalaysiaClient: Samsung Malaysia Electronics
Summary statement
While it's true that not everyone in the world has a smartphone, we are reaching an interesting a point where everyone who wants a smartphone probably has one. Therefore, the market is in the "upgraders," rather than the so-called "intenders."
There's an added challenge – the so-called "good enough" sentiment; flagship devices, and even some up and coming second tier units, have reached a level of quality where they are lasting longer than ever before, and consumers are beginning to believe that...