Samsung Ambushing iPhone Launch in Sydney With 'Pop-Up' Store
Samsung's latest effort to steal market share away from Apple isn't a game changing device, or a crippling patent lawsuit. No, Samsung has literally ambushed the iPhone 5 launch with a "pop up" shop just steps away from the front door of Apple's Sydney retail location.
The shop is part of a promotional effort by Samsung to keep consumers interested in the Samsung Galaxy S ll during the iPhone 4S launch. The pop up shop will be open every day 8 a.m to 8 p.m. from Monday Oct 10 through Sunday Oct 16. Free coffee will be provided and a "barista on hand everyday from 10:30am to 2:30pm."
However, the biggest draw for the pop-up shop are the $2 Samsung Galaxy S ll's they're selling. The first 10 Samsung S ll's sold will go for $2ó$198 off the MSRPówith a two-year contract. The building Samsung is renting space from is a $24 million building managed by Fife Capital's Gareth Sneade. According to Sneade Samsung only approached him within the last three months about the possibility of renting the space.
Samsung's pop-up shop is an interesting attempt at drawing attention awy from Apple and toward their products. However, if the biggest draw is to be the first ten people in the door each day for a six days to get a $2 Galaxy S ll, Samsung's strategy is pretty narrow. At the end of the week they have a guaranteed 60 new Samsung users. It leads one to wonder if renting the property out for a week was really worth it? It isn't like they're going to steal all of Apple's potential customers or even a negligible number.
Source: Sydney Morning Herald