Politics 29 April 2013 Samsung: all over the news, again Gotta hand it to their PR team. Sign up for our weekly email * Print HTML Another day and another set of positive Samsung stories, wherever you look. A special mention goes to the consultants IDC. Last week when Samsung released a strong set of first quarter results – another quarterly record profit – IDC reported that Samsung shipped more smartphones than the next four vendors combined. Even better for Samsung was confirmation that of the top 5 vendors globally, only Apple suffered a drop in market share; LG, Huawei and ZTE made small gains while Samsung’s market share soared. Although Apple grew sales volume by around 6 percent to 37m phones, its market share fell sharply from 23 per cent to 17 per cent. By contrast, Samsung’s mobile sales skyrocketed by 60 per cent to 70.7m for a 32.7 per cent market share, up from 28.8 per cent ayear ago. There was a time, not so long ago, when mobile phones were used just to make calls and send texts? It seems a long time ago. In the UK, 31.7m (out of a total of UK mobile phone audience of 49.5m) are smartphones. UK smartphone penetration stands at 64 per cent and rising. In December, 82 per cent of all phones acquired were smartphones. There is a common misconception that the digital drive is being driven by 20 and 30 somethings, with nothing better to spend their money on than the latest gadget. Wrong. In December 2012, 71 per cent of new devices acquired by Brits aged 55 plus were smartphones, according to the consultant’s comScore. For aficionados of the Samsung v Apple battle, interest has just ramped up with the Samsung flagship handset, the Galaxy S4, which hit the shops over the weekend. Except, those cunning PR sorts at Samsung were busy dampening expectations – or trying to create a false sense of excitement depending on your point of view - by warning of possible S4 shortages. Demand for the S4 will be so fierce, according to vested interests by the names of Carphonewarehouse and Phones4U that they may not be able to keep up with demand. The cool and sensible response to the media frenzy resulting from the release of the S4 is to rise above it; better still, ignore it. Better to stick to one’s existing, trusty and reliable handset. On the other hand: the writer’s existing handset, a Samsung S3, is already fully 12 months old. It has perhaps, just perhaps, been slowing down just a tad. It is after all, an essential tool for work these days. There is also not the slightest danger of anyone – even close friends or family – accusing the writer of being cool, about anything. It is even a rare luxury to answer to the charge of being sensible. After an appropriate period – there is no point hurrying or appearing to be a tech anorak so we are talking a few days at least – the S3 can be replaced by a S4. Vague efforts will be made, with little success, to exclude from regular vocabulary words such as flagship, thinner, lighter, faster processor, best Android ever, eye recognition and smart screen. › Obama amuses us again, but why can't British politicians do humour? Photograph: Getty Images Douglas Blakey is the editor of Retail Banker International Subscribe from just £1 per issue More Related articles Jeremy Corbyn has found a vulnerable spot on Theresa May and trade Politicians are worried that their pensions are destroying the planet. Is yours? Nap Store: Where did all these new mattress start-ups come from?