Insight: Samsung: fast executioner seeks killer design

For those who aren’t wearing blinkers, an interesting read on Samsung’s design division, where they have come from and where they’re going to. It makes sense that with the organisational structure and access to manufacturing resources, they are more easily able to create a number of hardware variations and use a trial-by-error approach.

“Lee takes personal affront at the copycat charge. “I’ve made thousands of sketches and hundreds of prototype products (for the Galaxy). Does that mean I was putting on a mock show for so long, pretending to be designing?”

“As a designer, there’s an issue of dignity. (The Galaxy) is original from the beginning, and I’m the one who made it. It’s a totally different product with a different design language and different technology infused.” And a different marketing approach. While Apple has a simple product line-up for the iPhone and iPad, Samsung has bombarded the market with varieties of the Galaxy, the Wave phone, which uses Samsung’s own ‘bada’ platform, and most recently with a phone-tablet.

Lee sees no harm in this tweaking-rather-than-innovating approach, saying it plays to the company’s corporate strengths.”

Insight: Samsung: fast executioner seeks killer design


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