By Alex Zurawik
During the primetime screening of the Emmy’s last week, Samsung aired a new commercial promoting their new Samsung Galaxy III, a spot which played during practically every commercial break. In one spot in particular, the new Samsung phone was compared to Apple’s new iPhone 5. The spot pokes fun at the recognizable YAYA waiting in line for the new Apple product. The :60 second spot advances with satirical remarks about the new phone’s anticlimactic capabilities, including a headphone jack on the bottom and an “all digital” connector. One YAYA in line stands by his trusty “SG3” and claims he is only saving a spot in line for someone else – which turns out to be his Baby Boomer parents.
The underlying message of the well-developed commercial is to prove that the Samsung Galaxy III has features and capabilities more applicable to the YAYA market than that of the Apple iPhone 5. Upon further investigation, the Samsung Galazy III does, in fact, live up to its hype.
The Samsung Galaxy III has many features that may appeal to the YAYA market.
- There is a new, intuitive direct-call feature. If you are texting a friend and decide to call them, one simply lifts the phone to their ear and it will dial the friend’s number. This feature is perfect for YAYAs who are constantly texting and sometimes decide that their conversation may, in fact, warrant a phone call.
- The Galaxy III will recognize a friend’s face in photos and will share the photo with that friend instantly. For a generation that is fixated on instant sharing and uploading, this feature is ideal for a classic YAYA. Having the capability to share photos without the hassle of tagging, uploading, sending or attaching is revolutionary for YAYAs.
- The pop-up play feature allows one to do two things simultaneously. For instance, one is able to watch videos while emailing or texting. YAYAs are habitual multitaskers, and this feature allows them to accomplish two missions at once without any problems.
- Last, but not least, is the S-beam feature. The S-beam feature allows two people to transfer pictures, music, videos and more when two Samsung Galaxy III’s are placed back-to-back. This near-field communication is a feature that was speculated to appear in the iPhone 5, but was not actually implemented. Since Samsung has caught on to this feature, it is foreseeable that YAYAs could make the switch in given time.
The Galaxy III also has 4G capabilities and a larger screen display than the iPhone 5. Even though the Samsung Galaxy S3 has more features that may appeal to YAYA’s, will it be enough to counteract the ever-improving iPhone?
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This entry was posted on Tuesday, October 2nd, 2012 at 3:44 pm
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