Iris > Case Studies > Samsung's Knox Security Platform: A Case Study on Positioning in the Enterprise Mobility Market

Samsung's Knox Security Platform: A Case Study on Positioning in the Enterprise Mobility Market

Technology Category

Platform as a Service (PaaS) - Application Development Platforms
Robots - Wheeled Robots

Applicable Industries

National Security & Defense
Telecommunications

Applicable Functions

Sales & Marketing

Use Cases

Tamper Detection

About The Customer

The customer in this case study is Samsung, a multinational conglomerate known for its wide range of electronic devices. In this particular scenario, Samsung was looking to position its Knox security platform as a leading choice for enterprise mobility among European business leaders. The company needed to stand out in a market dominated by other global brands and reach a diverse audience, including customers, system integrators, software partners, IT re-sellers, and mobile operators.

The Challenge

Samsung was faced with the challenge of positioning its defense-grade security platform, Knox, at the forefront of European business leaders’ minds when considering enterprise mobility. The market was already fiercely competitive, with global brands like Apple, Microsoft, and Google as major players. Samsung needed to build relevance across a complex map of customers, system integrators, software partners, IT re-sellers, and mobile operators. The goal was to demonstrate how Knox enables businesses to defy barriers and unlock the limitless potential for mobile computing.

The Solution

Samsung adopted an experiential marketing strategy, creating a thought leadership platform called ‘The Open Economy’. This platform ignited a debate about security being the enabler of new ways of working. The report was supported by a live-streamed expert panel event at a launch attended by pan-European media. It was further amplified through secondary qualitative research, organic social, film content, educational editorial, and partner toolkits. This strategy successfully positioned Samsung as a thought-leader in the business space, reaching C-level executives. Due to its success, Samsung is currently developing plans to launch ‘The Open Economy 2’.

Operational Impact

The operational results of Samsung's strategy were significant. The creation of 'The Open Economy' thought leadership platform sparked a debate about the role of security in enabling new ways of working, positioning Samsung as a thought leader in the enterprise mobility space. The platform's success in reaching C-level executives led to plans for a second iteration, 'The Open Economy 2'. The strategy also resulted in a significant increase in social media mentions and media coverage, further enhancing Samsung's visibility and relevance in the market.

Quantitative Benefit