Samsung is revamping mid-range phones to grab the lion's share
What's the story
In 2018, global smartphone sales declined for the first time ever, earmarking a landmark event in history. Why, you ask? On one hand, the prices of flagship devices kept increasing, on the other there were no exemplary mid-range smartphones. Now, as more users gravitate towards cheaper options, Samsung has started introducing cutting-edge technology on its mid-range smartphones to grab the lion's share. Here's what it means.
Race for #1
Threat from Chinese OEMs: Devil is in the details
If last year was unpleasant for Samsung and Apple, it was one of the best for Huawei and Xiaomi. While Samsung's sale fell from 317.5 million in 2017 to 291.3 million in 2018, Huawei grew by 35% by selling 205.8 million phones. Moreover, in terms of annual shipments, the Chinese tech giant toppled Apple as the second largest smartphone brand in the world, next only to Samsung.
Data
Closer home, Samsung has to fight with Xiaomi and OnePlus
In Q2 2017, Xiaomi defeated Samsung as the number one smartphone brand in India and dominated the market with its cost-friendly devices. In Q2 2018, OnePlus recorded a massive growth of over 446% to topple Samsung which had a 34% share of the premium market.
Fight back
It's 2019, and Samsung has new tricks up its sleeves
Now, if Samsung has to survive, it needs better strategy. And, the tech giant knows it. As part of its India-centric approach, Samsung has revamped Galaxy A series and M series. It has already launched six budget and mid-range phones priced between Rs. 8,000-23,000, under the same. It is luring younger audiences with the latest Infinity-V and Infinity-U designs, sharper displays, multiple cameras, and bigger batteries.
The wow phones
In China, Samsung is taking on competitors with bolder designs
Evidently, the Chinese smartphone market is saturated with all kinds of smartphones. Hence, for Samsung to take on the likes of Huawei, it has to come up with some "wow phones" - like the Galaxy A90 with a sliding and rotating camera. Samsung is planning to launch lower-cost premium smartphones with AMOLED screens, in-display fingerprint sensors, multiple cameras, and most importantly, bolder designs.
Future
Samsung has no option but to innovate, innovate and innovate
The rising price tags of flagship devices are surely making consumers wait longer between upgrades. Moreover, as mid-range devices are getting more attractive and capable, users will naturally move towards these options. Hence, for a company like Samsung, which isn't into services and relies solely upon hardware to attract customers, it has no option but to incessantly innovate, innovate and innovate.