Samsung Australia
Unpacked launch: from a full day to under 3 hours.
The problem
Samsung Australia's eCommerce division needed to have flagship products available for purchase on samsung.com immediately after the global device announcement. Retailers like Harvey Norman were consistently going live before Samsung's own site, costing them critical launch-day revenue.
The existing launch process consumed an entire working day. Over 30 individual tasks needed to be completed across multiple teams and agencies before a product could go live. Content, creative assets, product configurations, pricing, and promotional materials all had to be coordinated under strict embargo conditions.
The window between the global announcement and the first Australian customer being able to purchase was the most commercially important period for Samsung's online channel, and they were losing it to their own retailers.
The challenge
The target was to have products available for sale within hours of the device announcement, not the following day. The worst-case scenario was same-day availability. Additionally, all work had to comply with Samsung HQ's embargo requirements, meaning certain tasks could not begin until the announcement was made.
The scope was significant: 4 flagship phones, 2 tablets, 3 smartwatches, and multiple accessories across a single calendar year. Each launch had the same constraints.
What we did
Process audit
We itemised and analysed every one of the 30+ tasks in the launch workflow to identify bottlenecks, dependencies, and tasks that could be parallelised or completed in advance.
Checklist and accountability
We established a rigorous launch checklist with assigned owners and non-negotiable completion requirements for every step.
HQ collaboration
We worked directly with Samsung's global headquarters to understand their build requirements, streamline asset delivery, and develop long-term process improvements tailored to the Australian market.
Agency restructure
We restructured how agency resources were managed to eliminate initial dependencies. Where possible, we brought tasks in-house to increase speed and reduce handoff delays.
Task absorption
We absorbed tasks from the eCommerce and EDM teams to eliminate sequential bottlenecks and allow parallel execution.
Embargo workarounds
We identified technical and process-driven workarounds that allowed preparation work to happen in advance while maintaining full compliance with embargo NDAs.
The result
Devices were ready for sale in under 3 hours after the global launch announcement. All content, creative, product configurations, and promotional materials were live, tested, and fully functional.
The streamlined process became the new standard for all Samsung Australia product launches across mobile, wearables, and tablets. What was previously a chaotic, full-day scramble became a repeatable, reliable operation.
This project is a practical example of what our digital strategy service delivers: a clear audit of what is not working, a structured plan to fix it, and measurable commercial results.
"The strategy-first approach was the difference. We had websites built before. This was the first time someone actually thought about our customers."
Sarah K. - Principal, Accounting Practice
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Frequently asked questions
What was the Samsung Australia product launch problem?
Samsung Australia's eCommerce team needed flagship products available for purchase on samsung.com immediately after the global device announcement. Retailers were consistently going live before Samsung's own site, costing them critical launch-day revenue.
How did Digital Prime help Samsung Australia?
We audited the entire 30-plus task launch workflow, identified bottlenecks, restructured agency dependencies, brought key tasks in-house, and developed embargo-compliant workarounds that allowed preparation work to happen in advance.
What was the result for Samsung Australia?
Flagship devices were ready for sale in under 3 hours after the global announcement, down from a full working day. The new process became the standard across all Samsung Australia product launches.
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