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Samsung Elec solidifies lead in Brazil, thanks to Olympic marketing

Collected: 2016.08.22

Distributed: 2016.08.23

Source: Go Direct

U.S. track and field athlete Brenda Martinez experiences the high-speed thrill of a roller coaster through a 4D virtual reality film at the Samsung Galaxy Studio during the Rio 2016 Olympic Games. [Photo: Samsung Electronics Co.]

South Korea’s smartphone behemoth Samsung Electronics Co. retained its lead in the Brazilian mobile phone market after successfully launching Olympic marketing campaigns for the 2016 Summer Olympics in Rio de Janeiro.

Its smartphones accounted for 54 percent of the market in the first six months of this year, the largest since it entered the market, and its mobile payment app Samsung Pay attracted more than 10,000 subscribers within a week since its debut in the market on July 19, according to the company on Sunday.

The company said its share in the Latin American country reached 54 percent, rebounding after slipping to 48 percent last year from 51 percent in 2013. Motorola Mobility LLC., which was acquired by China’s Lenovo Group Ltd. in October 2014, came next with a 17 percent share, followed by LG Electronics Co. with 9 percent and Apple Inc. with 5 percent.

Samsung’s cell phone sales have accelerated in the country since July amid growing Olympic enthusiasm about a month ahead of the Rio Games and its sales more than doubled from the same period a year ago.

According to PR firm Waggener Edstrom Communications (WE), Samsung Electronics was mentioned the most across every social network platform globally, outshining the rest by a landslide. Samsung has been an official sponsor of the Olympic Games since the Nagano 1998 Olympic Winter Games.

Yoon Chang-hoon, vice president of Samsung’s Brazilian operation, said sales of the company’s premium cell phones have been rapidly rising after its Olympic marketing blitz has further improved its brand awareness, and vowed to cement its leading position in the Brazilian mobile set market.

By Song Sung-hoon

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