In Thailand they call it iPhone fatigue:
“IPhones are like Louis Vuitton handbags,” said marketing manager Narisara Konglua in Bangkok, who uses a Galaxy SIII. “It’s become so commonplace to see people with iPads and iPhones so you lose your cool edge having one.”
In the Indonesian capital Jakarta, an assistant manager at Coca Cola’s local venture, Gatot Hadipratomo, agrees. The iPhone “used to be a cool gadget, but now more and more people use it.”
There is another influence at play: Hip Korea. Korean pop music, movies and TV are hugely popular around the region and Samsung is riding that wave. And while the impact is more visible in Hong Kong and Singapore, it also translates directly to places like Thailand.
“Thais are not very brand-loyal,” says Akkaradert Bumrungmuang, 24, a student at Mahidol University in Bangkok. “That’s why whatever is hot or the in-thing to have is adopted quickly here. We follow Korea, so whatever is fashionable in Korea will be a big hit.”
Works for them, I guess.