Michael Finneran
Michael F. Finneran, is President of dBrn Associates, Inc., a full service advisory firm specializing in wireless and mobility; services...
Read Full Bio >>

Michael Finneran | February 25, 2013 |


Samsung on the Red Carpet

Samsung on the Red Carpet Can a big Oscar-night ad buy translate into enterprise device adoption?

Can a big Oscar-night ad buy translate into enterprise device adoption?

Well the Academy Awards were on last night with Argo taking Best Picture (though no "Best Director" for Ben Affleck), Daniel Day-Lewis getting Best Actor for Lincoln (they shouldn't even have had to vote on that one), and Jennifer Lawrence for Best Actress in the delightfully off-beat Silver Linings Playbook (still charming and gorgeous even after a tumble climbing the stairs to the stage). However, what really caught my eye was Samsung showing up as a major sponsor with a total of four and a half minutes of ads pushing Samsung SAFE.

SAFE, which originally stood for "Samsung Approved for Enterprise" but has now been shortened to "Samsung for Enterprise", is Samsung's program to provide devices that are enterprise ready and support such key features as on-device encryption and support from a number of mobile device management (MDM) vendors. We'll be hearing more about Samsung's enterprise push at Enterprise Connect next month. However, I'm wondering if this Academy Awards gambit was money well spent.

The storyline deals with a small company trying to create a videogame called "Unicorn Apocalypse", and the kick-off is a team meeting where the boss announces that employees will now be allowed to use any mobile device they want--"BYOD" in prime time? One vignette shows a stodgy dude waving a BlackBerry saying "This is business", but my favorite is this developer type picking up his new Galaxy from the IT gal and asking "Are you sure these are secure enough?"--when was the last time you heard that from a user?

There's also a scene where a woman is asked if she is going to consolidate her phones, but replies, "No, I have a system. This one is for work, and this one is for home" over a shot of a BlackBerry and an iPhone sitting side by side. They do have some of the funny stuff that Samsung has been putting into its anti-iPhone ads like one guy saying "He wants it to look like a real unicorn", and another dolt chiming in "The way they look in real life." From that we learn that "real life unicorns have rainbow blood."

It's nice to see Samsung putting some real money into advertising (including a cameo from their spokesman LeBron James), but is this going to score points? The Academy Awards is a major TV event, and the LA Times estimated ads were going for $1.7 million for a 30-second spot; that would put Samsung's bill at $8.5 million. Ads from JC Penney, AT&T, Coke, Sprint, Procter & Gamble, Hyundai, Nokia,, Anheuser-Busch, McDonald's and Best Buy were on display, but is this where you're going to find people who know (or care) what "AES 256-bit encryption plus support for VPN and MDM" really means?

Samsung is far and away the biggest provider of Android smartphones, but they still have some work to do in closing the enterprise gap with Apple. ComScore puts Android's share of the US market at 53% to Apple's 36% for the three months ending December 2012, but in the enterprise we see the exact opposite. A recent survey we ran for Information Week found that for company-provided smartphones accessing corporate email systems, Apple beat out Android 38% to 21%; for personally owned devices, Apple led 50% to 27%--that's almost 2-to-1 in favor of Apple.

Amazingly, Apple has done that while essentially thumbing its nose at enterprise buyers. With a whole gaggle of former BlackBerry execs at the helm, Samsung's enterprise sales group is clearly trying to get a bigger piece of the enterprise market, particularly with BlackBerry on the ropes. We applaud the enterprise focus--but "unicorns"?

"A long time ago when the earth was green, there were more kinds of animals than you've ever seen...."

Follow Michael Finneran on Twitter and Google+!
Michael Finneran on Google+


March 7, 2018

Video collaboration is experiencing significant change and innovation-how can your enterprise take advantage? In this webinar, leading industry analyst Ira Weinstein will present detailed analysis

February 21, 2018

Business agility has become the strongest driver for enterprises to begin migrating their communications to the cloud-and its a benefit that enterprises are already realizing. To gain this benefit

February 7, 2018

Enterprises are starting to grasp the critical importance of security and compliance in their team collaboration deployments. And once the risks are mitigated, your enterprise can integrate these n

March 12, 2018
An effective E-911 implementation doesn't just happen; it takes a solid strategy. Tune in for tips from IT expert Irwin Lazar, of Nemertes Research.
March 9, 2018
IT consultant Steve Leaden lays out the whys and how-tos of getting the green light for your convergence strategy.
March 7, 2018
In advance of his speech tech tutorial at EC18, communications analyst Jon Arnold explores what voice means in a post-PBX world.
February 28, 2018
Voice engagement isn't about a simple phone call any longer, but rather a conversational experience that crosses from one channel to the next, as Daniel Hong, a VP and research director with Forrester....
February 16, 2018
What trends and technologies should you be up on for your contact center? Sheila McGee-Smith, Contact Center & Customer Experience track chair for Enterprise Connect 2018, gives us the lowdown.
February 9, 2018
Melanie Turek, VP of connected work research at Frost & Sullivan, walks us through key components -- and sticking points -- of customer-oriented digital transformation projects.
February 2, 2018
UC consultant Marty Parker has crunched lots of numbers evaluating UC options; tune in for what he's learned and tips for your own analysis.
January 26, 2018
Don't miss out on the fun! Organizer Alan Quayle shares details of his pre-Enterprise Connect hackathon, TADHack-mini '18, showcasing programmable communications.
December 20, 2017
Kevin Kieller, partner with enableUC, provides advice on how to move forward with your Skype for Business and Teams deployments.
December 20, 2017
Zeus Kerravala, principal analyst with ZK Research, shares his perspective on artificial intelligence and the future of team collaboration.
December 20, 2017
Delanda Coleman, Microsoft senior marketing manager, explains the Teams vision and shares use case examples.
November 30, 2017
With a ruling on the FCC's proposed order to dismantle the Open Internet Order expected this month, communications technology attorney Martha Buyer walks us through what's at stake.
October 23, 2017
Wondering which Office 365 collaboration tool to use when? Get quick pointers from CBT Nuggets instructor Simona Millham.
September 22, 2017
In this podcast, we explore the future of work with Robert Brown, AVP of the Cognizant Center for the Future of Work, who helps us answer the question, "What do we do when machines do everything?"
September 8, 2017
Greg Collins, a technology analyst and strategist with Exact Ventures, delivers a status report on 5G implementation plans and tells enterprises why they shouldn't wait to move ahead on potential use ....
August 25, 2017
Find out what business considerations are driving the SIP trunking market today, and learn a bit about how satisfied enterprises are with their providers. We talk with John Malone, president of The Ea....
August 16, 2017
World Vision U.S. is finding lots of goodness in RingCentral's cloud communications service, but as Randy Boyd, infrastructure architect at the global humanitarian nonprofit, tells us, he and his team....
August 11, 2017
Alicia Gee, director of unified communications at Sutter Physician Services, oversees the technical team supporting a 1,000-agent contact center running on Genesys PureConnect. She catches us up on th....
August 4, 2017
Andrew Prokop, communications evangelist with Arrow Systems Integration, has lately been working on integrating enterprise communications into Internet of Things ecosystems. He shares examples and off....
July 27, 2017
Industry watcher Elka Popova, a Frost & Sullivan program director, shares her perspective on this acquisition, discussing Mitel's market positioning, why the move makes sense, and more.
July 14, 2017
Lantre Barr, founder and CEO of Blacc Spot Media, urges any enterprise that's been on the fence about integrating real-time communications into business workflows to jump off and get started. Tune and....
June 28, 2017
Communications expert Tsahi Levent-Levi, author of the popular blog, keeps a running tally and comprehensive overview of communications platform-as-a-service offerings in his "Choosing a W....
June 9, 2017
If you think telecom expense management applies to nothing more than business phone lines, think again. Hyoun Park, founder and principal investigator with technology advisory Amalgam Insights, tells ....
June 2, 2017
Enterprises strategizing on mobility today, including for internal collaboration, don't have the luxury of learning as they go. Tony Rizzo, enterprise mobility specialist with Blue Hill Research, expl....
May 24, 2017
Mark Winther, head of IDC's global telecom consulting practice, gives us his take on how CPaaS providers evolve beyond the basic building blocks and address maturing enterprise needs.
May 18, 2017
Diane Myers, senior research director at IHS Markit, walks us through her 2017 UC-as-a-service report... and shares what might be to come in 2018.
April 28, 2017
Change isn't easy, but it is necessary. Tune in for advice and perspective from Zeus Kerravala, co-author of a "Digital Transformation for Dummies" special edition.
April 20, 2017
Robin Gareiss, president of Nemertes Research, shares insight gleaned from the firm's 12th annual UCC Total Cost of Operations study.
March 23, 2017
Tim Banting, of Current Analysis, gives us a peek into what the next three years will bring in advance of his Enterprise Connect session exploring the question: Will there be a new model for enterpris....
March 15, 2017
Andrew Prokop, communications evangelist with Arrow Systems Integration, discusses the evolving role of the all-important session border controller.
March 9, 2017
Organizer Alan Quayle gives us the lowdown on programmable communications and all you need to know about participating in this pre-Enterprise Connect hackathon.
March 3, 2017
From protecting against new vulnerabilities to keeping security assessments up to date, security consultant Mark Collier shares tips on how best to protect your UC systems.
February 24, 2017
UC analyst Blair Pleasant sorts through the myriad cloud architectural models underlying UCaaS and CCaaS offerings, and explains why knowing the differences matter.
February 17, 2017
From the most basics of basics to the hidden gotchas, UC consultant Melissa Swartz helps demystify the complex world of SIP trunking.
February 7, 2017
UC&C consultant Kevin Kieller, a partner at enableUC, shares pointers for making the right architectural choices for your Skype for Business deployment.
February 1, 2017
Elka Popova, a Frost & Sullivan program director, shares a status report on the UCaaS market today and offers her perspective on what large enterprises need before committing to UC in the cloud.
January 26, 2017
Andrew Davis, co-founder of Wainhouse Research and chair of the Video track at Enterprise Connect 2017, sorts through the myriad cloud video service options and shares how to tell if your choice is en....
January 23, 2017
Sheila McGee-Smith, Contact Center/Customer Experience track chair for Enterprise Connect 2017, tells us what we need to know about the role cloud software is playing in contact centers today.