Samsung: Galaxy Z Flip3 – from girly toy to fitness tool for all

Samsung, a tech brand, redefined its newly launched Flip phone from being a girly accessory to a game-changing fitness tool for everyone.

Summary

The first Flip had the market cornered: as a fashion statement for women.

But when Samsung needed to scale it — we found we'd done TOO good a job. Half the market was alienated, and the problem was worse than we thought — even women thought men would look ridiculous with the Flip.

Trying to sell a $1000 phone to a broader audience who both see it as having no real utility and totally embarrassing to be seen with felt like an impossible task.

Luckily the Flip has hidden depths.

With unique functionality that takes being active to the...

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