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Samsung Electronics AmericaAt a time when Samsung’s fledgling digital camera business was used to selling low-end, budget cameras through KMart and Walmart, our “Columbus” project sought to bring the front facing LCD camera to market. Based on our consumer research insights (remember this was back in 2008!), we felt that the rise of social media and selfie photography was a great way to bring a new innovation to an otherwise undifferentiated competitive landscape.
It was highly controversial (both internally and by 3rd party reviewers) because it was our first “premium” camera at a $399 price point. Was it gimmicky or a real innovation? My opinion was that it was its value proposition was instantaneous recognized by consumers. It also allowed Samsung a strategic entry point into Best Buy’s crowded shelf space and became one of the best-selling compact DSC camera of 2008.