Samsung to bring top features to mid-range phones to bring in more millennials

News Wireless Global 4 SEP 2018
Samsung to bring top features to mid-range phones to bring in more millennials
Amid a slowdown in the handset market, Samsung plans to adjust its strategy for mid-range devices in order to appeal to more millennials, the company’s mobile CEO told CNBC. DJ Koh said the company will bring cutting-edge features first to its cheaper models instead of only its flagship Galaxy S and Note series. Koh also said that Samsung could release the mid-priced models more often than just once a year. 

Sales in its mobile division fell 20 percent year-on-year in the second quarter, with the decline attributed to lower-than-expected sales for Samsung’s high-end Galaxy S9 device. Meanwhile, Chinese players Huawei, Oppo, Vivo and Xiaomi are delivering high-spec devices at cheaper prices.

Koh also hinted that Samsung is preparing a foldable smartphone. While the exact timing of the launch is still unknown, Koh said "it's time to deliver" on such a device, and Samsung is working to differentiate the model from the tablet experience. 

The CEO hinted that more details of the device could be unveiled this year at the Samsung Developer Conference in November in San Francisco. The mobile CEO admitted that while the development process is "complicated," the company has "nearly concluded" it.

Categories:

Mobile

Companies:

Samsung

Regions:

Global

Tags:

Product specifications & quality, Handsets, Corporate strategy

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