Fire Alarms Systems

Analysts say

digital giants "advertising spending will be on a scale never seen" out "of the presidential election

Microsoft, Apple and leading manufacturers of Samsung smartphones and tablets in triggering the snowstorm $ 5 billion on advertising in the run up to Christmas, analysts predict.

The battle for the hearts and wallets of consumers began this weekend with Microsoft prepares to launch its biggest corporate life product. The software giant has earmarked an estimated $ 1.8 billion to $ 1.5 billion for the launch of Windows 8, according to analysts, a sum that media analyst Robert Enderle said, "is of a magnitude never seen outside the presidential elections. "

Microsoft has always been big on advertising, but now they are joining young titans like Google that use digital smell rely on traditional media, having enriched by clicks and links and word of mouth.

Jeff Bezos

described advertising as "the price to pay for a mediocre product", but the founder of Amazon, has clearly had a change of heart. With tablets and e-readers to sale, its budget has more than doubled, from $ 593 million in 2009 to $ 1.4 billion in 2011.

password Google has tripled to $ 1.4 billion over three years. Add in the marketing budget of the rapid growth of Motorola, Google now owns, and the total expenditure last year was £ 2.1 billion.

annual reports of eight of the biggest advertisers in technology, the chip maker Intel to Sony, Samsung, Nokia, Apple and Google show that spent a total of $ 15 billion to be known in their the most recent fiscal year. Samsung, whose budget for 2011 was $ 2.7 billion, spent a portion of these dollars to promote television and telephone, and a large part of the reserve of $ 4.5 billion for the marketing of their Hollywood movies. Sony

But with budgets to promote growth of over 50% per year in some societies, the total expenditure is likely to be much higher this year. Add to spend to promote the arrival of 4G network by the various operators, including environmental assessment in the United Kingdom, and Benedict Evans of Enders Analysis research now shows the total expenditures for all things mobile could reach 5 billion dollars over the last three months of 2012.

"A year and a half million to Windows 8 looks like a lot of money, but in the context of these companies seems reasonable and appropriate," said Evans. "Microsoft needs to communicate a change fundamental in its platform that is strategically important for them in terms of managing your business mobile. "

With PC sales decline, the software giant is determined to join the party mobile computing. Windows 8, reinvented for touch screen in the most radical redesign since the release of Windows 95, will go on sale this Friday, with the tablet Microsoft Surface. On 29 October, the smartphone software goes live, followed by a new HTC Windows, Nokia and others.

phone manufacturers such as Nokia and HTC will also benefit from the generosity of Microsoft marketing. Having decided to kill its own operating platform and replace it with Windows Phone, Nokia has won since October last year for $ 250th quarter from using "platform" money to help promote their phones.

charges are beyond you may have to pay Microsoft to use Windows, and HTC is understood to benefit from a similar treatment. Money is essential for small players must take power marketing joint Apple and Samsung, and offer the opportunity to establish itself as a platform for Windows operating against third Android and Apple iOS.

have to start. During the first six months of this year, approximately 300 meters Android phones were sold, Apple has changed 115m iPhones, and 10 million Windows Phones were sold relatively insignificant.

Samsung and Apple used its superior firepower to keep marketing the first two places. Group launches major South Korea have already taken place in 2012, but the phone Galaxy S III, which is now available in a "mini" size and 4G compatible version, it will give you the hard sell, tablets of different sizes . Samsung could be ordered to pay Apple $ 1 billion in damages for infringement of a patent for the iPhone, but the legal bill will be more than offset by the media costs.

Apple will not be far behind. Your spending doubled from $ 500 million in 2009 to $ 933m last year, and the Christmas quarter will push the global launch of the iPhone 5, new iPad and iPad imminent launch so-called mini.

"We have an unprecedented number of major releases of the major global players in a short period of time and the combination of these three things is the creation of this tsunami of publicity," said Shaun Collins research specialized mobile CCS Insight. "This is the fourth so great that we've seen. commitment level of each of these players are ready to leave behind the launch of a mobile show how it would be if they do fine. "

The big spenders

Microsoft

annual advertising expenditures: $ 2.7 billion

promotion: Galaxy SIII smartphone, Galaxy SIII mini smartphone, Galaxy Tab2

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