Jon Russell, TechCrunch:
The Galaxy S6 and Galaxy S6 Edge go on sale in Japan on April 23, but customers won’t find Samsung’s logo on the devices as usual, instead they will be co-marketed with carrier partners as the ‘Docomo Galaxy’ and ‘au Galaxy’.
This rebrand goes beyond the company’s products. Samsung has also renamed its Facebook Page in Japan to ‘Galaxy Mobile Japan’ — against removing reference to ‘Samsung’ — while the marketing visuals for its new phones are also bereft of its name.
Not much of a gamble here — if you believe Counterpoint, even Fujitsu is a more prominent name in smartphones in Japan than Samsung is. It makes sense to try a new tactic there, but Japan is also a notoriously tricky market. If it’s successful in Japan, this might be the next logical step for Samsung’s smartphone brand worldwide two or three years from now.