Dive summary:

• The third quarter saw 18 million SIII smartphones shipped compared to 16.2 million iPhone 4S phones.
• Samsung has developed brand affinity similar to Apple.
• Advertising aimed around specific devices would be beneficial as the market becomes more fragmented.

From the article:

“I think that advertising on the Galaxy SIII presents an exciting opportunity,” TalkPoint’s Mr. (Dan) Roche said. “Normally going up against Apple would be rather daunting, but I think right now Samsung has an opportunity.

“This is the first realistic competition to the iPhone. The feedback and reviews of the phone have been stellar, and Samsung has clearly already acknowledged their target in their current advertising that mocks the fanboy side of the iPhone while pointing out the features the SIII boasts over the iPhone,” he said.