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Latest Samsung ad focuses on BYOD

Samsung makes great ads and now they have released an advert that is focused on BYOD. If you don’t know what is BYOD, it refers to Bring Your Own Device. It is a term used to describe the policy of permitting employees to bring personally owned mobile devices (laptops, tablets, and smart phones) to their place of work and use those devices to access privileged company information and applications. The culture is fast becoming a trend and BYOD also makes the employer look like a flexible and attractive one.

The latest Samsung ad revolves around a made up video game development company that is four weeks away from releasin a game called “Unicorn Apocalypse”. The advert is 90 sec long and starts by showing the head of the company telling his employees that they can bring their own smartphone of choice to work. Then they show one of the fellow employee using BlackBerry, mocking his colleague for using a Note II. Then comes a woman who is showing her fellow colleague why using a single phone is better than two, while the colleague refuses to dump her iPhone/BlackBerry “system”.

The video is pretty funny because it has real world references and companies across all countries are moving to BYOD model. The movement is fast becoming popular and enterprise users are buying new devices that will satisfy both, personal and professional, requirements. Of course such a device should be equipped with right mixture of security so that users can access sensitive data without compromising security. So, the question is, will Samsung attract corporate users? Samsung phones like the SIII and the recent Galaxy Note 2 are pretty good at multitasking. Even in the advert they show a user watching a basketball on his Note 2 device while closing deals with the client in the other window. Samsung devices have great potential due to the software enhancements that the company has made to Android. Also, Samsung is pushing the SAFE technology, which should make high end Samsung smartphones acceptable in the corporate sector.

SAFE stands for Security and Feature Enhancements. SAFE is basically focussed on BYOD itself and aims to make devices safer for BYOD. Samsung devices are of course highly desirable, and below are the features of SAFE:

Advanced Microsoft Exchange ActiveSync features
On-device AES 256-bit encryption
VPN connectivity
Top-tier, multivendor Mobile Device Management support

Currently, the only devices which have the SAFE software package include Samsung Galaxy S3 and Samsung Galaxy Note 2, and these devices are company’s high end flagship devices. Android devices are normally consumer oriented, but these kind of safety and encryption features definitely will put an extra feather on Android’s hat. I’m expecting other companies to soon come up with Android devices having similar features, or may be Google will just implement these kind of features in the next iteration of Android.
The upcoming BlackBerry 10 devices are focused on business users as well as casual users. Let’s see how they take the market by storm. Let us know your thoughts in the comment section below.

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