How might we create a differentiated digital service portfolio for consumers and SMEs?

Inspirational Insight | Futureproof Innovation | Innovation Teams | Consumer Insights Teams

Samsung’s smartphone market share grew by 27.13%


Samsung case study post it

The Challenge

Samsung, known for being a fast follower in the cellphone market, aimed to become a market leader by defining and leading the mobile service experience. Sense Worldwide was brought in to help Samsung envision the future and create a differentiated digital service portfolio for consumers and SMEs.


Our Approach

To understand the mobile landscape, we adopted a mobile-centric approach. We traveled across Europe in a mobile workshop space (a Fiat camper van), engaging with extraordinary members of The Sense Network, including high-tech mavens, perpetually mobile entrepreneurs, people who lived without a cellphone, and even an explorer.

By bringing them together with Samsung’s talented mobile design team, we embarked on a collaborative journey to explore new ways cellphones could enhance our lives. The insights and perspectives gathered from The Sense Network played a crucial role in shaping Samsung’s mobile innovation roadmap and development strategies.


Camper Van on the beach


The Result

Our collaborative efforts resulted in a comprehensive roadmap of technologies that would power Samsung’s cellphone strategy for the next three years. As a result, Samsung experienced significant growth in market share within the cellphone space, increasing by 27.13% from 2013 to 2016 (from 25.47% to 32.38%). This positive reception affirmed Samsung’s commitment to innovation and positioned them as a leader in the industry.


Phones are life and death to explorers. So when Sense Worldwide asked me to work with one of their clients to design a better one, I had a lot to say. Exploring is all about publicising yourself, wherever you are. I have a load of hacks for doing that-hopefully you’ll see some soon in your next phone.



Nike: House Of Innovation

How might we create the most innovative direct to consumer experience in the world?

Nike shop

Sonos: The Future of Voice Control

If we can't outspend Amazon, Google and Apple how might we out-think them?

Sonos speaker

Converse: The Chuck II

How might we innovate to make the world's best-selling sneaker better?

Converse Chuck II


How might we innovate to create the next billion-dollar beverage brand?

3x Pepsi LIFE WTR bottles

Almond Breeze: Five Year Roadmap

How might we establish a lean and agile innovation function overnight?

Almond breeze products

Bupa: Designing for Future Customers

How might we leverage in-house analysis to develop a breakthrough proposition?

Bupa book

Pfizer: Nicorette Innovation Pipeline

How might we work more collaboratively to accelerate our speed of execution?


Blue Diamond: The Future of Almonds

How might we give the business foresight into future growth opportunities?

The future of Almonds poster

Barclays: The Future of Banking

How might we create the go-to retail bank of the future?

Barclays bank

General Electric: The Future of Refrigerators

Extreme Consumers. How might we discover our next competitive advantage?

Opal Ice Maker

Cambia Health: The Future of Healthcare

How might we become the champion of America’s Quality of Life?

Cambia presenting findings
Nike Logo
Converse logo
PepsiCo logo
Almond Breeze Logo
Bupa Logo
Pfizer 2021 logo
Blue Diamond Logo
Barclays Logo
General Electric Logo
Cambia Health Logo