Samsung eyes sub-₹14,000 range for new smartphone launches

Abhishek Law Kolkata | Updated on May 22, 2018 Published on May 22, 2018

Manu Sharma, Vice-President, Product Marketing, Samsung India

Korean brand will be present ‘across all segments’

Samsung is looking at more smartphone launches focussing on the sub-₹14,000 range as it hopes to cement its position in the category.

With a string of launches under the “infinity design” (where there is a near 15 per cent more screen display) that include models such as Galaxy J6, j8, A6 and A6+, the device-maker is expecting a near 5 percentage point increase in market share.

Samsung currently has a 41 per cent market share in the smartphone market (by value) and the new launches should help it cement its share to 46 per cent “soon”.

According to Manu Sharma, Vice-President, Product Marketing, Samsung India, will address “every addressable segment” across smartphones, feature phones and tablet PCs.

“We will be there across all segments. We continue to play across the spectrum and as long as there is a segment user, we will be there,” he told BusinessLine.

According to market sources, ₹10,000–20,000 segment – also called the mid to mid-premium range – has been witnessing the highest growth amongst all price points.

“Clearly, we have a strong portfolio at the less than ₹14,000 segment. However, apart from the new flagship that is expected to be launched this year, you will also have more products in the less than ₹15,000 range,” he added.

As Sharma points out, there is a huge user base who are looking to upgrade to a smartphone (from a feature phone) and within smartphones, there are users who would look at upgrading to a higher version (from mid-range to mid-premium ones and so on).

Aggressive expansion

Despite a portfolio beginning from as low as ₹6,600 and going up to ₹60,000 plus; Samsung has seen stiff competition from Chinese brand, Mi.

Samsung, apart from Mi, are the top two players in the Indian smartphone market. Mi as a strategy has a strong online presence and is ramping up offline too.

The Korean brand Samsung, on the other hand, is looking at furthering its distribution or retail network, while ensuring an aggressive play online.

Published on May 22, 2018
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