Samsung is gearing up to regain its lost market share in both smartphones and tablets space by unveiling a series of innovative devices.
The company is targeting significant increase in device sale in the current quarter. Samsung shipped about 95 million units of handsets in Q2, while tablet sales were about 8 million.
Samsung expects both handsets and tablet shipments to increase about 10 percent in Q3 quarter-on-quarter. The smartphone mix in the second quarter was 70 percent and in third quarter, that percent will increase to about 80 percent, said Samsung.
Samsung smartphones
Samsung does not want to give up to Apple when the American devices vendor launches iPhone 6 in the next couple of months. The main strategy of Samsung will be to leverage differentiated technologies and design.
Kim Hyunjoon, senior vice president – Mobile Communications Business, Samsung, said: “Regarding smartphones, we plan to launch a new Flash model in the large-screen category and a new premium model, along with new mid- to low-end models with more advanced features and more competitive price.”
Samsung will be releasing new high-end models including innovative flagship model and mid- to low-end product line up with improved design, spec and price competitiveness.
The Korean device player faced challenging conditions in China. This was mainly due to competition among vendors and weaker demand for 3G phones in anticipation of extensive 4G LTE rollout. On the other hand, Apple had good times in the Chinese phone market thanks to the 4G / LTE deal with China Mobile.
“In China, we will capitalize expected growth in the LTE market and actively respond to market growth in the second-half of the year by enhancing the competitiveness of not only our high-end smartphones, but also best market smartphones,” Hyunjoon added.
Samsung tablets
Samsung said it aims to increase the sales of Galaxy Tab 4 series launched in the second quarter and also increased the global sales of its high-end tablet Galaxy Tab S.
The company believes that there will be more demand in the LTE market — both LTE-A and Cat 6.
Samsung strategies
Samsung strategy in the mid to low end segment is to address both the product side of the competition as well as the price side of the competition. “We are planning on incorporating some of the key features offered in the high-end segment of our products to the mid to low end products, and also have a very competitive price policy as well,” Hyunjoon added.
In the second-half, Samsung plans to launch the Tab S which uses an OLED display and is differentiated from other products in terms of both design and functions. It will also be focusing on launching tablets that function as if a PC and also develop its B2B and other synergy markets.
