Samsung Electronics Co., Ltd. (LON:BC94) (KRX:005930) has apparently given up going after Apple Inc. (NASDAQ:AAPL) and is now targeting Research In Motion Limited (USA) (NASDAQ:RIMM) (TSE:RIM) in its latest ad campaign. The 90-second YouTube video which targets the Canadian smartphone maker features workers in a variety of conversations, with users of phones made by Samsung Electronics apparently having some sort of special knowledge about what makes a phone great.
The ad basically makes BlackBerry phones look like they’re from the Stone Age. It’s set at an app making company that’s in the process of making a new mobile game called Unicorn Apocalypse. The company’s big announcement at the beginning of the ad is its new policy to allow employees to use any smartphone they want for work.
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Many employees at the company still use Research In Motion Limited (NASDAQ:RIMM) (TSE:RIM)’s BlackBerry phones, but users of Samsung Electronics Co., Ltd. (LON:BC94) (KRX:005930)’s phones appear to be doing more, like “closing deals with clients and watching the business.” They emphasize the fact that Samsung’s phones are secure and call Samsung’s Galaxy “the next big thing for business.” The ad also pokes fun of people who have two different phones—a BlackBerry for work and then a Samsung phone for home.
The ad comes just in time for Samsung Electronics Co., Ltd. (LON:BC94) (KRX:005930) to take a pot shot at Research In Motion Limited right before the new BlackBerry 10 is unveiled. The unveiling is set for Jan. 30, and early reports on the BlackBerry 10 indicate that it will make it easier for employees who use smartphones at work to segregate their data, keeping work information separate from personal information. There is also evidence that RIM will enable BlackBerry email on Android devices and the iPhone.
Meanwhile shares of Research In Motion Limited (NASDAQ:RIMM) (TSE:RIM) are soaring today on speculation that the company could get bought out. The stock rose more than 11 percent in early afternoon trading in New York.