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Samsung Haptic Sells 6,300 Units Per Day 2009/09/10 By Yang, Jong-seok Samsung’s full touch mobile phone, Haptic, has emerged as a representative name of Korea’s premium mobile phone. Since the end of March when the Haptic series were released, it sold 3 million units in just a year and half. Also, it accounts for 10% of the mobile phone market. Particularly, it averages 6,300 units in sales per day, emerging as a representative brand name of premium phone. Despite its expensive price, youngsters preferred the new user interface as well as the generation specific functionalities. Samsung Electronics said on September 9 that the Haptic series, which have released 9 models so far, will have sold 3 million units in the middle of this month since its launch at the end of March. Particularly, the original Haptic and Yuna’s Haptic sold 700,000 units, selling the most among the series models. Then, Haptic Pop and Haptic 2 sold 550,000 units and 520,000 units, respectively. Also, Haptic AMOLED, one of the Haptic series with AM OLED panel, sold 330,000 units. In the case of Yuna’s Haptic, a model named after Korea’s figure skating icon Yuna Kim, surpassed 500,000 units in sales only in 80 days since its launch, the shortest period to break a record of 500,000 units in sales. In addition, the series presented Haptic On, Haptic Beam, Haptic 8M and Ultra Haptic. Samsung said that the user interface of Haptic featuring the widget functionality which allows a user to set a preference has successfully appealed consumers in the young generation. When Samsung released the original Haptic, the full touch phone market was dominated by its competitors. The vibration feedback as well as the unique UI functionality, however, differentiated the series from its counterparts. In addition, the name of Haptic itself has been emphasized through the marketing series, raising the recognition of the brand among consumers. Based on this experience, Samsung has emphasized AM OLED as a brand name of its latest mobile phone. With the growth of the Haptic series, Samsung was able to continuously raise its market share. In the last month, it posted 55% in market share, the highest record since it began the mobile phone business. Also, it accounts for 70% of the full touch phone market. Samsung Electronics plans to release more models of the Haptic series including a 2G full touch phone, B900, within this month.