Collaboration

Exclusive
and Practical

Collaborative Mobile Devices
Catch Three Birds with One Stone

In 2020, Samsung Electronics signed a partnership with Thom Browne and launched the ¡°Galaxy Z Fold 3 Thom Browne Edition.¡± The edition with Thom Browne¡¯s signature tricolor bands engraved on the mid-gray background sold out in less than five minutes of its release, causing a viral sensation. Collaborative edition mobile phones released after this have also gone viral. Why are customers raving about these collaboration editions?

Not Just Devices Anymore

When mobile phones first appeared, mobile devices were exclusive and distinctive in their own right. Over time, mobile phones became a necessity, and the exclusivity of the phone itself faded away and the appearance and functionality lost their uniqueness. As the mobile phone¡¯s design was standardized into a rectangular shape, people began to customize their mobile phones with various accessories such as phone cases, stickers, grip holders, etc. The user wished to give their mobile device a sense of individuality.

The desire for distinctiveness and exclusivity in mobile phones persists to this day. This tendency is prominently shown among the MZ generation, with a great yearning for self-expression. The desire to possess something distinctive and rare that not everyone has as a way of expressing one¡¯s identity through commodities: the collaboration edition jumped straight into this idea. Through collaboration, distinction and exclusivity were added at last.

Adding Exclusivity Through Collaboration

Collaboration editions are released after thorough evaluation by all parties involved, including the manufacturer, the carrier and the collaborative partnership. SK Telecom is a mobile phone carrier company that was among the pioneers in the world to collaborate with brands such as PXG, Mercedes-Benz, and Disney. SK Telecom officials said, ¡°The first step in our collaboration is determining the characteristics and the target market that the release model and the brand pursue.¡± They added, ¡°For instance, as for the Mercedes-Benz collaboration, the quality, luxury and power performance of the Mercedes-Benz were suitable to Samsung¡¯s top smartphone, the Galaxy S22 Ultra, and the 5G speed of SK Telecom at the time of the collaboration.¡±

Additionally, collaboration editions developed with quality, exclusivity and functionality in mind, as well as a wide range of other factors such as issues at the time of the launch, target market, brand marketing campaigns and collection mood. Basic components usually include phone cases, wireless chargers, straps and more. Also, the brand¡¯s customized items are sometimes included. SK Telecom said, ¡°Recently, we have collaborated with a golf brand as golf enthusiasts have been increasing among the MZ generation. We added functional items, such as high-end pouches and ball markers. The collaboration edition¡¯s components are extremely rare because they are limited edition items designed specifically for that edition by the collaborative brand.¡±

A Bright Future for Collaboration

In this regard, more instances of collaboration between mobile devices and global brands are expected in the future. Up until now, the collaboration was merely thought of as a manufacturing line where devices could be imprinted, adjusted and painted. However, the ¡°repackaging¡± that adds the brand¡¯s goods to smartphone devices enabled the company to launch the collaboration edition.

Furthermore, collaboration business fields will continue expanding. SK Telecom officials remarked after observing the outcome of the collaboration. ¡°We will collaborate with various brands from relatively undiscovered areas to provide customers novelty and innovation.¡±

Exclusivity, distinction and even functionality: with collaboration killing all three birds, collaborative editions seem to have a bright and promising future.