Samsung has unveiled the third generation Galaxy S, the Galaxy S III, and while the launch of a new Samsung has not quite taken on the proportions of an iPhone launch just yet, judging by the number of companies forming a queue to comment on it, its getting there.
The phone features a 4.8 inch HD Super AMOLED display, 8 Megapixel camera and 1.9 Megapixel front-facing camera, with face recognition. The device is powered by Android 4.0 Ice Cream Sandwich.
Other features include ‘S Voice,’ a natural language user interface which enables the Galaxy S III to listen and respond to the user’s voice for search, and device commands, such as putting the phone to sleep, playing music, sending texts and emails, and taking photos. The handset is also motion-responsive. If you are messaging someone but decide to call them instead, lift your phone to your ear and it will dial their number.
Another feature, ‘AllShare Cast’, enables the user to wirelessly connect the device with their TV to transfer smartphone content to the larger display. ‘AllShare Play’ can be used to instantly share any files between the Galaxy S III and DLNA-supported Tablet, PC, and TV. A ‘Group Cast’ feature also allows the user to share their screen among multiple friends on the same wi-fi network, with the ability to make comments and draw changes for real-time sharing with friends or co-workers.
“Our aim with the Galaxy S III was to develop the best smartphone ever made, and by focusing on creating a unique user experience through superior hardware and enhanced usability we believe we have done just that,” says Andy Griffiths, managing director, Samsung UK and Ireland. “The device has been created by keeping in mind our daily needs and capabilities as human beings.”
Malik Saadi, principal analyst at Informa Telecoms & Media, believes the phone will enable Samsung to reinforce its position as the leading vendor in the ‘super-phone’ category of smarpthones. He says: “What is unique about the Galaxy S III is the level of intelligence Samsung has created around its embedded features and sensors which takes smartphone innovation into another league. The device’s features are capable of communicating with each other and sharing information, enabling it to react intuitively and automatically to an action taken by the user. For example, the phone can recognise a face in a picture taken with the camera and will associate it with a contact saved in the address book. The phone will then automatically save the picture in a relevant file (e.g. family, friends, colleagues), tag it, and suggest you should upload it to facebook or Twitter. 
“While the Galaxy S III will be highly desirable for enthusiastic and advanced users, Samsung will have to build on the already popular Galaxy brand and push it hard to various distribution channels before the iPhone 5 is launched.”
He concludes, however, that: “Samsung will find it hard to convince and educate the typical mobile phone user to adopt and use all the advanced experiences enabled by this phone. In this specific segment, Samsung Galaxy S III is unlikely to meet with great success, at least in the early stages after launch.”
But Olof Schybergson, CEO of service design consultancy Fjord disagrees. He says: “The recent Samsung buzz, the advanced overall device experience, and the fact that Samsung will throw marketing muscle behind this device means that its likely to fly off shop shelves.
“In terms of the mobile market as a whole, Apple has long been dominating the headlines and has also collected the lion share of the profits, but Samsung is starting to grab meaningful pieces of both the buzz and the profits. The iPhone has been an amazing success story, but increasingly there are several good device alternatives available for consumers, often at lower prices. Devices like the Galaxy S3 offer people a great overall package, where considered design meets cutting-edge technology. Will it be a game changer? As style conscious consumers start to look for less ubiquitous alternatives than the iPhone, companies like Samsung could be well placed to reap the benefits, and the Galaxy S3 clearly has the potential to rival the iPhone.”
