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Samsung makes changes to deal with declining phone sales
Over the years, Samsung has become one of the leading smartphone brands ruling the world. But recently the company has faced some decline in the sales of its phones. To combat these declining phone sales, Samsung has made some upmarket changes.
Soon after the Korean company showed investors a downbeat review of its global smartphone market this year, it gave a cheerful presentation to the media to launch its latest flagship smartphone series – Samsung Galaxy S23.
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According to analysts, the reports of dilution and anti-innovation did not describe hype or false optimism about the new hardware but it shows that Samsung is trying to maintain market share by doubling down on the premium end of the market.
Daniel Araujo, Samsung’s vice president in Seoul, said on the fourth-quarter earnings call where the company provided details behind its lowest quarterly profit in eight years (Via Financial Times) – “Amid prolonging geopolitical issues, continued inflation and the continued economic slowdown, we expect the smartphone market to contract in 2023, with the mass market impacted the most.”
In the meantime, TM Roh, the head of Samsung’s mobile business at the Galaxy launch event in San Francisco said – “We intend to focus on the premium segment in developed markets as well as some of the countries where we are seeing solid growth.” He added that he had seen a “noticeable shift” to luxury models in developing markets.
Samsung’s renewed focus on the Galaxy S23 smartphone, featuring advanced camera improvements and longer battery life, suggets that it struggles to compete with Chinese rivals in the low-to-mid-end smartphone market, while premium-focused Apple has outperformed the market with record service revenue in its last quarter from its software ecosystem.
Samsung aims to stay on top and achieve higher average selling prices with the premium Galaxy S23 phones and foldables. The company will also drop some mid-range models to better deal with an increasingly polarized market.
In addition, Samsung lifted the cover last week on its renewed interest in mixed-reality offerings for smartphone users, in partnership with Google and Qualcomm.
Bryan Ma, an analyst at IDC said, “Samsung is focusing on the high end not only because of the better margins but also because it is more resilient than the rest of the market.” He noted that global smartphone shipments fell 11% overall last year to 1.2bn units, the lowest since 2013, yet smartphones costing more than $600 only slipped about 1%.
The IDC report claims that Samsung was able to increase its market share from 20% last year to 21.6% in 2021 despite economic constraints, with sales from its Chinese rivals suffering from the COVID-19 lockdown.
With the new changes made for declining smartphone sales, Samsung hopes to regain lost ground in China where its market share has fallen to about 1%, by launching a specially designed foldable model for Chinese consumers this year. However, analysts are unsure about the chances of a significant recovery.
On May 4th, Samsung revealed that it has partnered with GP Explorer, a Formula 4 competition. The race is making a comeback on September 9 with 12 teams competing in Le Mans. Today, Samsung announced that it will be partaking in GP Explorer 2023 with a Galaxy-themed team and Formula 4 car.
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According to the information, the second edition of the GP Explorer created by Squeezie, of which Samsung is a major partner, will make its big comeback on September 9 with twelve teams competing on the Bugatti Circuit at Le Mans.
Among these stables, a Samsung mystery stable was unveiled today. At the wheel of the Formula 4 in the colors of the brand, two pilots whose identity is still kept secret will share training and behind the scenes of the competition, thanks to the Galaxy S23 Ultra and Galaxy Z Flip4.
Thanks to the excellent photo and video quality of Samsung’s Galaxy S23 Ultra and its super-powerful zoom, the general public will be housed in the front row to follow training, preparation, and behind-the-scenes of the competition.
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Samsung has not yet started the One UI 5 Watch Beta Program. As there are still two days remaining in the month, the company may begin the trial anytime for Galaxy Watch 4 and 5. Well, we are sharing a cool trick using which you can cancel sending diagnostic data to Samsung during One UI 5 Watch Beta.
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In order to participate in the Samsung One UI 5 Watch Beta program, you will need to agree to send diagnostic data at the subscription stage. Without ticking the sign, you won’t be able to sign up for the Beta activity, leading you to wait until late 2023 to get new features of the OS.
However, you can turn this setting off by following the path in the Galaxy Wearable app: Watch settings > Watch information > Legal information > Sending diagnostic data to Samsung. Even with this setting set as OFF, you can still keep and use Beta software.
Regardless, the company recommends setting it as ON, because the diagnostic data is only used for finding problems and improvement points of Beta software. Now, it’s up to you whether you want to share the device’s diagnostic data with Samsung or not.
More on One UI 5 Watch Beta:
Earlier this year, the MX Division revealed a plan to develop XR devices, which Samsung sees as a new cash cow on top of smartphones. KEDGlobal sources are claiming that the Samsung Exynos XR device chip market plan is now taking concrete shape.
The company has been taking steps to develop XR (extended reality) chips to challenge Qualcomm and Google in the fast-growing market. Samsung is reportedly considering developing new processing units for XR (extended reality) products or modifying the existing Exynos line.
Samsung’s System LSI Division, the chip giant’s only fabless division, produces the Exynos series of processors embedded in smartphones, cars and wearable devices. A processor acts as the brain or a central processing unit, but SoCs are not designed for XR gadgets.
XR devices like smart glasses create immersive experiences, enabling three-dimensional virtual meetings and offering live translated captions of foreign languages. Their CPUs gather and process sensor data; measure and track a user’s body and eye movements; and estimate the user’s location.
Qualcomm is at the forefront of the XR device chip development. However, Samsung said earlier this year that it would collaborate with Qualcomm and Google to develop XR devices, independently of its System LSI Division within the company.
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