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HolidayBuyer's Guide

Samsung's mind-set

'A revolution'

'Expressions of love'

'Deep loyalty'

'Liked, not loved'

'Not perfect'

The word from Jobs

'Deep Dive'

Apple's brand

'Aggressive expansion'

What was Samsung's mind-set after Apple released the iPhone? You can learn something about how the South Korea-based company viewed the world from a consumer survey the company sponsored and completed by 2008.

The following slides are taken from that report as well as a consumer survey that tracked consumers from May 2008 to January 2011.

This slide shows that the consumer tracking report found there was confusion about whether the Galaxy Tab was a Samsung product or an iPad.

Caption by / Photo by Samsung; screenshot by Greg Sandoval/CNET
This photo is from a section of the report titled "iPhone feedback and analysis."
Caption by / Photo by Samsung; screenshot by Greg Sandoval/CNET
This followed the previous slide in the report. Keep in mind that this is from a Samsung internal report.
Caption by / Photo by Samsung; screenshot by Greg Sandoval/CNET
Samsung's researchers created this slide from data collected by JD Power & Associates.
Caption by / Photo by Samsung; screenshot by Greg Sandoval/CNET
Samsung's researchers found that Samsung's phones were liked by consumers, but not loved. They concluded that none of the phones in the company's lineup made a "design statement."
Caption by / Photo by Samsung; screenshot by Greg Sandoval/CNET
Samsung researchers identified some of the shortcomings of the iPhone, but they recognized that consumers found the handset very appealing.
Caption by / Photo by Samsung; screenshot by Greg Sandoval/CNET
To help give Samsung managers an idea of what Apple's endgame might be, the researchers included quotes from Apple co-founder Steve Jobs. The title of this slide was "Software at the Center."
Caption by / Photo by Samsung; screenshot by Greg Sandoval/CNET
This was the title page for the survey completed by 2011.
Caption by / Photo by Samsung; screenshot by Greg Sandoval/CNET
An illustration from that survey shows how each of the top players in mobile phones fared in a category Samsung's researchers called "top of mind brand."

Each bar represents a different quarter during 2010. Samsung saw a 2 percent increase in the fourth quarter, but Apple was hot on its heels. Motorola and RIM were in decline.

Caption by / Photo by Samsung; screenshot by Greg Sandoval/CNET
Samsung's researchers believed they had a read on Apple's long-term iPhone strategy.
Caption by / Photo by Samsung; screenshot by Greg Sandoval/CNET
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