As the epic battle between rival phone makers Apple and Samsung has entered its second week an internal memo writte by Samsung’s president of mobile electronics, J.K. Shin could mean the end of the road. The memo calls for a huge improvement in phone designs and uses the iPhone as the standard to meet.
In the memo, Shin talks about interaction he had with various carriers where he was told they had spent their subsidies on iPhones.
“I hear things like this: Let’s make something like the iPhone. When everybody (both consumers and the industry) talk about UX, they weigh it against the iPhone. The iPhone has become the standard. That’s how things are already. Do you know how difficult the Omnia is to use? When you compare the 2007 version of the iPhone with our current Omnia, can you honestly say the Omnia is better? If you compare the UX with the iPhone, it’s a difference between Heaven and Earth.”
Samsung tried to use all its resources to avoid the memo coming out in the trial.
Shin further wrote that he was happy with the look of Samsung’s phones but their user interface was lacking.
“but when it comes to the ease of use of our (user interface), I lack such confidence. Influential figures outside the company come across the iPhone, and they point out that “Samsung is dozing off. All this time we’ve been paying all our attention to Nokia, and concentrated our efforts on things like Folder, Bar, Slide. Yet when our UX is compared to the unexpected competitor Apple’s iPhone, the difference is truly that of Heaven and Earth. It’s a crisis of design.”
Shin wrote that Samsung had to adapt to the market after the release of the iPhone and that they had to concentrate less on what the carriers were telling them saying, “The iPhone’s emergence means the time we have to change our methods has arrived.”