Samsung Changes Its Smartphone Strategy for Indian Market

Samsung has changed its smartphone strategy for Indian market to counter the increasing competition from teir-2 and teir-3 players such as Huawei, Xiaomi, and OPPO in the budget and mid-segment.

“In the flagship models, we are quite strong and dominant in the Indian market but in mid and mass segment, the competition is very tough… that is the reason, earlier this February, I changed the strategy,” Samsung mobile chief DJ Koh said.

Koh explained that previously, the strategy was to bring the technology of flagship models to mid and mass categories, but now that has been totally changed.

“This October-December, we will launch new products which will be differentiated in features, functions and technologies, regardless of whether flagship or not,” he said, adding that the company is also engaging extensively with its distributor partners in India.

These strategic changes were revealed by Koh during unveiling of its latest flagship ‘Note 9’ in India. Note 9 will be priced at Rs 67,900 onwards and shipping will begin from August 24.

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