Samsung has developed a very good-looking, very hi-tech phone that it sells through most of the phone companies.   The phone acts as a phone, MP3 player, video camera; it can surf the internet and has GPS. It has built-in software that is a "finder" feature if the phone gets misplaced ... The phone can then call you from the nearest land line.    In addition, the phone can be hooked up to an HD TV so the user can play movies/videos that he/she downloads from the internet. There is a reminder feature for grocery lists and bill paying. You can even program important birthdays into the phone and it will automatically dial or text the person on their birthday.

Now the Samsung marketing group must create an advertising campaign for the phone. They want to position the phone as the most unique and up-to-date phone on the market.

What should they choose as the overall positioning statement?

What are the significant differentiation factors they should incorporate?