Samsung to debut new features in mid-range models first – executive

Kyle Chua

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Samsung to debut new features in mid-range models first – executive
The company reportedly wants to boost sales of its mid-range devices as sales of flagships slow down

MANILA, Philippines – New and cutting-edge features are often introduced with flagship releases. Samsung may soon be changing this formula with an executive saying they will debut its latest features in mid-range models.

DJ Koh, head of Samsung’s mobile division told CNBC that this will start with the upcoming Galaxy A series of smartphones set to launch later this year.

“In the past, I brought the new technology and differentiation to the flagship model and then moved to the mid-end. But I have changed my strategy from this year to bring technology and differentiation points starting from the mid-end,” Koh said.

This overhauled strategy comes amid lagging sales of the company’s flagship Galaxy S and Note series of devices. Sales for the Galaxy S9 was reportedly much lower than expected.

Adding even more pressure, Chinese competitors Huawei, Oppo, Vivo, and Xiaomi are all said to be delivering high-end specs for cheaper prices.

Koh, meanwhile, said that the change is also an attempt to appeal to millennial consumers who probably want an affordable smartphone.

“So we are very much focusing on millennials who cannot afford the flagship. But how can I deliver meaningful innovation to our millennials? That’s the reason I’m trying to differentiate the mid-section,” he added. –

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