When Samsung dubbed development of its latest smartphones "Project Zero," it was sounding a note of desperation as sales tumbled and it lost pole position in the crucial Chinese market to rivals Xiaomi and Apple.
The results of its overhaul, the flagship Galaxy S6 smartphone and its curved-edge version the S6 Edge, go on sale in 20 countries on Friday, with Samsung expecting record shipments.
Samsung, which said "Project Zero" signified starting from scratch, is hoping a revamped design, a more intuitive interface and less clutter will help claw back lost market share.
Positive reviews are also boosting expectations of brisk sales. Analysts project the demand for the curved S6 Edge will outpace that of the flat-screen model.
Meeting demand for the Galaxy S6 Edge, which features a screen that curves halfway down the sides, will be difficult because of a limited supply of the curved screens, CEO Shin Jong-kyun said.
Rethink is paying off
The Galaxy S6 smartphones are Samsung's first flagship products to hit shelves since its mobile business suffered a 40 per cent slump in earnings last year. It retained its position as the world's top selling smartphone maker last year, but was the only top-five smartphone maker to sell fewer phones. In the final quarter of 2014 it slipped marginally behind Apple in sales, according to Gartner, a market research firm.
The Galaxy S6 Edge curves on the left and right sides to create side displays. (Bebeto Matthews/Associated Press)
Consumers and media were head over heels over Apple's new iPhones with bigger screens, while the plastic foundation of Samsung's Galaxy models was increasingly derided as looking cheap. In China, Samsung was unprepared for the sudden popularity of cheaper smartphones made by local manufacturer Xiaomi.
As part of its rethink, Samsung replaced executives in its mobile team while keeping the CEO and streamlined its various moving parts. So far the changes seem to be paying off.
Pre-launch reviews praised Samsung's decision to ditch a plastic body and replace it with glass and metal for the new phones. The company also seemed to finally heed persistent complaints that its phones are too complicated and it trimmed the dauntingly long list of apps that cluttered screens.
Analysts said the Galaxy S6 and the S6 Edge will help Samsung regain some of its lost ground in China, the world's largest smartphone market, but probably won't propel it back to No. 1 nor outshine Apple in the high-end market.
Apple viewed as 'luxury' brand in China
Xiaohan Tay, a senior market analyst at market research firm IDC, said the cachet of the iPhone is its key selling point over Samsung in China.
"Apple is seen as a premium and luxury brand by Chinese consumers, and they are willing to pay a premium price for the iPhone," Tay said. "There are even some less-well-to-do consumers who will save up and spend a few months of their salary just on an iPhone."
"Samsung does not have that brand image in the eyes of Chinese consumers yet," she said.
JK Shin, CEO of Samsung's mobile division, showed the new Galaxy S6 and S6 Edge, during a Samsung Galaxy Unpacked 2015 event on the eve of this week's Mobile World Congress wireless show, in Barcelona, Spain, Sunday, March 1. (Manu Fernandez/Associated Press)
But Samsung appears confident that consumers will splurge.
In South Korea, the prices for the Galaxy S6 and the S6 Edge begin at $791 and $900, more expensive than their predecessors released in 2014. It plans to announce prices for China next week, when the phone will be launched there on April 17 but they are not expected to be much different.
Peter Yu, managing director at BNP Paribas Securities Korea Co., said price probably won't be a significant barrier in China. Mobile carriers will likely give generous subsidies to buyers of the S6 because there are few rival phone launches during Spring.
Yu thinks a fair number of people will switch to Samsung's new phones, both from other Android phones and Apple's iPhones.
"In China, I don't think Apple's ecosystem is as strong as in the U.S.," he said. "They are customers less bound by Apple's ecosystem."
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