John Hauser, professor of marketing at the MIT Sloan School of Management, claims that Samsung clearly benefited from the use of features covered by Apple’s patents.
“The features that were enabled by the patents at issue in this case have a measurable impact on consumer demand for Samsung devices,” Hauser said during his testimony Tuesday.
Hauser based his opinion on a survey that queried hundreds of Samsung device owners to determine which features appeal most to these customers. He examined Apple’s patented features, like slide-to-unlock, as well as hardware options such as screen size, camera and GPS. He then calculated how much each consumer would pay for Apple’s patented features, a figure that climbed to $2 billion.
Samsung attorney Bill Price questioned the validity of Hauser’s survey, noting that the marketing expert did not consider brand, operating system, battery life, or LTE connectivity as factors that contribute a consumer’s decision to buy a phone. Price focused on these admissions during cross-examination, pointing out that brand and operating system are the two most important factors a consumer considers when shopping for a new device.
In the first patent trial between Samsung and Apple, Samsung was order to pay Apple $890 million in damages for infringing on Apple’s patents. This latest suit focuses on a different set of patents and new devices including the Galaxy S III, Galaxy Note II, Galaxy Tab 10.1, the iPhone 4/4s/5, the iPad 2/3/4, the iPad mini, and others.
Apple is nearing the end of its infringement case, with Samsung up next to present its own infringement allegations against Apple, in which the Korean company is asking for $7 million in damages. The trial is expected to continue until the end of April, at which point the jury will begin deliberations.Like this post? Share it!