Samsung’s Galaxy S series is a test of brand strength in a weak market

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Samsung’s Galaxy S series is a test of brand strength in a weak market


Samsung Electronics unveiled its latest smartphones with a focus on their powerful cameras on Wednesday, in a test of its brand strength as it enters the market for emergency-powered smartphones.

Analysts say the Galaxy S23 smartphone, with its cameras and faster chips than its predecessor, could still face weak demand as consumers cut spending on the rise. prices in the world economy.

Acknowledging that challenge, Samsung’s head of mobile experience, or MX Business, told reporters in a statement after the event that there was a “significant increase in the special sector” in the development and growth of the market. “We intend to focus on the sector specifically in developing markets as well as in some countries where we see strong growth,” he said.

The phone maker revealed the performance of the S23 Ultra at the Samsung Unpacked event in San Francisco with images of two films, “Behold” by Ridley Scott, director of “Gladiator” and “The Martian ,” and “Faith” by South Korean leader Na. Hong-jin recorded everything using a Galaxy smartphone.

It’s Samsung’s first 200-megapixel camera, and the series uses Qualcomm Inc’s Snapdragon 8 Gen 2 smartphone. Qualcomm said that the S23 series, 100% of the production used will be from Qualcomm.

In the event, executives from Samsung, Qualcomm and Alphabet Inc. Google gathered on stage to confirm their partnership in the XR space, which includes reality and augmentation.

Anshel Sag, an analyst at Moor Insights & Strategy, said the three worked together in the XR space about ten years ago, but the renewal of the partnership this time comes a Apple Inc is expected to launch its mixed reality headset this year.

“I think it’s designed to give Samsung and Google a little more credibility in the XR space, because they’ve both been absent on the hardware side for a while,” Sag said.

In the United States, the base Galaxy S23 will cost from $799 and two higher specifications, the S23 Plus and S23 Ultra, from $999 and $1,199. Samsung kept the prices at the same level as last year’s model despite the increase in component costs.

However, global mobile phone shipments showed the biggest drop in the first quarter in the October-December period, after falling 18.3% on the previous year to 300.3 million units. , according to data provided by research firm IDC last month. The figures cast doubt on the predictions for a positive recovery in the mobile phone market this year.

In that tough environment, analysts said Samsung’s mobile strategy will focus on profits through special offerings, including the S series and foldables. .

“Samsung can no longer focus on expanding the voice,” said Liz Lee, assistant director at research firm Counterpoint.

“Low and mid-range products should be boldly simplified, the segments of the market where there are many Chinese competitors.”

Samsung said on Tuesday that the decline in low and mid-range smartphone sales in the fourth quarter was more than expected.


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