Mobile World Congress

In the smartphone business, following the money leads right to Samsung Electronics Co. (005930.SE, SSNHY).Outspent by rival Apple Inc. (AAPL) more than three to one in advertising for mobile phones in the U.S. in 2011, Samsung responded with a marketing blitz on TV, billboards, the Internet and print media that moved the South Korean company into the pole position last year.In 2012, Samsung spent $401 million advertising its phones in the U.S. to Apple's $333 million, according to ad-research and consulting firm Kantar Media. The onslaught--including ads that poked fun at Apple while dubbing Samsung devices "The Next Big Thing"--has helped Samsung open a huge lead in the global smartphone race.The willingness to spend heavily could prove even more important as the technology gap between rivals narrows."They understand how to build a strong product .. and have been willing to invest to drive their success," said Michael Sievert, chief marketing officer of T-Mobile USA Inc., a unit of De...

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