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Samsung has gradually become the most innovative HDTVbrand. Early in 2013 the company announced that all itsnext-generation TVs would allow customers to use voice orgesture control to get to content.277
Whether you are new to the game or a wise old sage, thisrecipe will help evolve your ideas so they always remainrelevant.
1. Make It Easy
Make it easy for your existing customers to experience thelatest technology. At the Consumer Electronics Show inJanuary 2013, Samsung announced that its Evolution Kitwould allow existing Smart TV customers to enjoy the latestinteractive services without having to purchase a new TV.278
2. Increase Happiness
Keep delighting customers by understanding what mattersmost to them and improving their experience tomatch theirexpectations. Samsung realizes that innovation means newinteraction models that customers will need to familiarizethemselves with, so the company invested many hours cre-ating a delightful onboarding journey to make the learningand content-discovery experience an amazing and memo-rable one.279
3. Improve vs. Differentiate
Be better than everyone else. Samsung the world’s largestcommercial ultrahigh-definitionTVbuilt, the award-winningS9000. The TV uses new LED technology to deliver thebrightest pictures ever, and it set a new industry standardfor picture quality.280
4. Time It Right
Samsung Ventures invested $5 million in TV ecommerceplatform Delivery Agent.281 Delivery Agent’s developmentof apps for TVs and tablets fits well with Samsung’s currentand future smartphone, tablet, and television product plans.
Partner upwith someonewhowillmake youmore awesome.Leverage each other’s strengths to fill in gaps that wouldhave been difficult for you to fill on your own. InNovember2012, Yahoo! and Samsung formed a multiyear partnershipto deliver interactive TV,282 allowing Samsung Smart TVowners to receive real-time, actionable content alongside TVshows and commercials.
6. Know What Competitors Are Up To
Don’t let anyone beat you to it. If you believe competitorsare not playing ball, do what’s needed to set things right.Samsung filed an injunction against LG, accusing it of engi-neering leaks.283
Tips on How to Apply This Recipe
Make adoption of future experiences as easy and painlessas possible. You may have a world-changing idea, but if itis hard to understand and customers aren’t motivatedenough to want to adopt it, it will fail. Start by trying some-thing new based on what has already been successful, andmake it better in at least one way.
Public relations is very important, and it can be anythingfrom low-cost viral marketing, where customer advocateshelp spread the word about what you are doing, to havinga stand at important industry events to promote your newproduct or service. Whatever your budget or method, makesure it’s timely and appropriate—but most importantly,make sure it’s done.
Partnering up, purchasing a third-party capability, or beingacquired yourself are all options to help you evolve. If thefocus is to enable a good idea to become more readilyavailable to a larger target audience in a shorter time frame,then you really need to consider these seriously. After all, asuccessful evolution means staying alive.
