A year after taking over at Samsung Mobile in India, Vineet Taneja tells Forbes India why the smartphone market leader is focusing on content and services
Vineet Taneja
Profile: Country head, mobile & IT, Samsung India Electronics
Education: Mechanical engineering at IIT-Roorkee; finance at IIM-Calcutta
Career: HUL, Nokia, Airtel
Interests: Running
Q. Why are content and services so important in your future plans?
Samsung’s belief that smartphones and tablets will drive the mobile industry growth was the first important realisation which differentiated us versus others. We put our bets very early on in the smartphone category. That’s how Samsung Galaxy was born. We realised if you want to be a leader and succeed, you have to have a portfolio that’s not much premium or mass, but instead multiple price-points [and screen sizes].
Many people might have tried that, but the other thing was we kept innovating. Some of the innovations in the past were not yet in the hardware, but in content and services. The latest innovation is Club Samsung—a platform which sits on our entire move towards vernacular languages as well. It helps you surf content in your local language, which is quite a unique concept today. We worked closely with ecosystem players [operators, content players, etc] in getting insights and going to market.
There are two types of content: What people can download and what they can stream. There is still need for both because, with downloading, they want to “own” the content. Then there are youngsters who say “I don’t want to download content, I want to stream it!” and with good Wi-Fi, etc, it offers flexibility. With downloadable content you require a platform and the rights, so you need to work with content owners and make sure you have the right content with the right agreements in place. And you need a payment platform, so you tie up with operators to make sure consumers can pay for it seamlessly. In India, credit card penetration is low so we pay through the operator route. At Club Samsung we’ve got all those in place: Agreements with content owners, payment mechanisms with operators and a beautiful platform which is multilingual.
Having said that, there is also content available on the fly, which is available to anyone on any device. Where we have an edge is the local language. Increasingly today, a lot of content players like Google’s YouTube have started offering local language content. In fact, it was our conversation with them in the last year that convinced them that they need to go local. India is a complex country because unlike China, everything needs to be converted into so many languages on the fly.
Q. What lessons have you learnt from the launch of the Galaxy Gear watch?
The wearable category will help you lead a better lifestyle. For example, your activity level if you’re a sports person. Our first wearable device does many things: Camera, pedometer, notification tool, a personal sensor, weather, etc... but this is version 1.0.
(This story appears in the 21 March, 2014 issue of Forbes India. To visit our Archives, click here.)