Samsung BMW iDrive musicphone

 

Fresh from their recent (and pretty disappointing) collaborative efforts with Bang and Olufsen, Samsung have announced they’re collaborating with BMW to integrate the Samsung SGH-i300 into BMW’s infamous iDrive interface. For those not in the know, the iDrive is BMW’s attempt to simplify the user interface of the billion+ gadgets it squeezes into its luxurious cars (expecting you, of course, to pay for each one). The Samsung SGH-i300 connects to the iDrive system via A2DP Bluetooth - allowing for music playback, hands-free calling, and operation of the handset
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According to SamsungHQ, Samsung are keen to achieve an iconic brand image comparable to that of BMW. Earlier this year, Samsung had also formed ties with Audi while testing similar mobile phone to vehicle solutions, and have worked with posh hi-fi manufacturer Bang and Olufsen in the design of the Serene posh (i.e. expensive and featureless) mobile phone. It seems Samsung are going for the high-ground, driving up-market and going for the posh sector. Sony Ericsson did this last year, with exceptional results and gloriously gadget-laden phones. Currently, however, all Samsung have to show for their efforts are a mobile phone that’s too posh for its own good (and expensive, and pretentious, and too old…), and a series of tie-ins with other manufacturers. Early days of course, and this could reap real rewards (and, more importantly, really cool phones!), but I really hope their new co-branding srtategy doesn’t end up like Motorola’s, where the products come second to the brand, and the consumer’s left with a really crap phone.