( CNN ) -- This summer , Earls Court in London will be the venue for Olympic volleyball , but last night Samsung hired this vast space to launch a single product -- its new flagship phone , the Galaxy S III . ( We really liked it incidentally , check out our hands-on preview here ) . Hiring such a large space and filling it full of tech heads from all over the world was a sign of extreme confidence from the Korean electronics giant , and you only have to take a look at its last set of figures to see where the bravado is coming from . Net profit for the quarter was 5.05tn won , up 81 % , and the main driver for this success was Samsung 's Galaxy range of phones . The Galaxy range has certainly been selling like hot cakes . This week , trend-watchers IDC put the company ahead of the competition in its latest state of the market analysis . What 's interesting to me is how different Samsung 's strategy is to its other major smartphone competitor , Apple . There is only one iPhone released every year , and design-wise , each one has been broadly the same as the previous model , with the same size screen . Read more : Samsung unveils Galaxy S III smartphone with face , voice recognition . In contrast , Samsung has a bewildering number of different models that , viewed together , make almost no sense at all to the casual observer . This might seem like a recipe for confusion , but it also means that that Samsung has a phone to suit pretty much every potential customer . Want something pocketable that 's cheap ? There 's a Samsung Galaxy for that . Need lots of power , a massive screen and a stylus to draw pictures with ? Samsung Galaxy can help . And on it goes . Apple is fantastic at making a product that 's very aspirational , and it makes an enormous amount of money on every iPhone , but in terms of simply shifting a lot of phones and achieving huge scale , it 's Samsung that has the winning strategy . Both Apple and Samsung are so successful in fact , the battle for the top smartphone slot is starting to look like a two-horse race . But it wo n't necessarily always be this way . HTC was the darling of the mobile industry a while back until Samsung arrived to eat its lunch . The transformation in the company 's fortunes was rapid , and there 's every possibility that Samsung could see an equally rapid turnaround at some point in the future -- in mobiles , you 're only as good as your last hit product . There 's also a chance that Samsung 's scale could turn out to be a weakness as well as a strength . In some respects , Samsung reminds me of Sony in the years before it all went wrong . There are lots of divisions that do n't appear to communicate with each other very well , making a vast number of different products , most of which are decent , but not outstanding . Read more : New Samsung 'not for everyone ' There 's a desire to be the number one player in every category Samsung is in , which is laudable , but probably unachievable . Does Samsung really need to be the number one maker of cameras in the world ? Or MP3 players ? Probably not . I ca n't help but wonder whether its smartphone profits are covering up some deeper organizational problems . Then again , it seems to be working for now , so it may all turn out fine . If a company was to snatch the smartphone crown from Samsung , which would it be ? One answer might be Nokia , which may seem like a crazy thing to say following its latest set of disastrous financial results . But there is still a chance that it might not be game over . Nokia 's flagship mobile running Microsoft 's Windows Phone , the Lumia 900 , has recently appeared in America to decent critical acclaim . In the U.S. , Android does n't have quite the same grip on the market that it does in the UK in particular , so there 's an outside chance Nokia could sell enough handsets to convince developers deal with the platform 's biggest problem -- a lack of apps . If that happens , the launch of Windows Phone 8 could open the whole field up again . The opinions expressed in this commentary are solely those of Jason Jenkins .
Note : Samsung 's strategy different to its main competitor , Apple . The South Korean company has a phone to reach pretty much every potential customer . But Samsung 's strategy could turn out to be a weakness as well as a strength , says Jenkins . ` ` In some respects , Samsung reminds me of Sony in the years before it all went wrong ''