Computer

Samsung goes for Apple with the strategy that changes everything: »TIGER»

Apple surprised last year by launching the M1 processors and as such, hit the table against all its global competitors, but above all it dealt a severe setback to its maximum rival in one of the key sectors in ARM: Samsung. And it is that getting rid of Intel was not the priority as having control over its own chips in the two most demanded sectors in the world: laptops and smartphones. Now, Samsung reacts with a strategy that will change its company and that has been called as «TIGER«.

Samsung is one of those companies that are private but seem almost state-owned. They give work and shelter to thousands and thousands of families and are a giant that is increasingly sweeping more sectors, which is worthy of admiration. But there is a niche where it is not only difficult to compete, but also does not look like it is going to dominate, and this is nothing more than the US and Apple, a pairing that wants to break with something new.

The plan to defeat Apple on its own turf

Samsung-Stand

Apple is a company that designs its own chips, its equipment, its software, and everything that ties them together. It is undoubtedly one of the biggest technological giants and with it a large part of the industry and fans go hand in hand, how to turn this marketing and technological movement around?

Well, through a meeting that was held in Las Vegas on the occasion of the CES 2022 40 company executives drew up a new plan that has the acronym curiously «Tiger«. Where does this particular name come from?

First of all, we have to bear in mind that 2022 is the year of the Water Tiger in Asia and that is why the name was drawn in several key aspects: T from “True number one in all categories”, I from «Improve flagship market share», G from “Gap between Apple”, AND of «Expanding» and finally R of “Record year”.

With these indications the roadmap is still uncertain, but it makes it very clear and patent where Samsung will go as a chip and semiconductor company.

Samsung TIGER: not just a phone company

Samsung will raise SSD price

The problem is that part of the users see Samsung as a smartphone company and some other component, such as laptops, when it really dominates the NAND Flash industry, among other sectors. Therefore, the head of mobile devices, TM Roh, stated the following:

“Our vision for MX is to go from a smartphone provider to a smart device company. We will not be a technology brand, but a brand loved by generations of young people, providing an innovative experience.

Ambitious to say the least, but can Samsung really even match Apple in its fetish country? Given the current supply problems to be addressed, it does not seem possible that they can even start with a solid ground that will yield results in 2022, but it is also true that strengthening their R&D section in order to launch SoCs more ambitious and powerful for laptops and thereby creating an ecosystem could give them interesting feedback as a first starting point, since millions of users are loyal to the brand. We will see how this Samsung TIGER happens.

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