samsung:  As it fights Apple, Samsung pulls in Rs 1,500 crore in sales from flagship S22 series - Times of India

samsung: As it fights Apple, Samsung pulls in Rs 1,500 crore in sales from flagship S22 series – Times of India

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NEW DELHI: In a sign of strong traction in the premium end of the smartphone market, Samsung sold devices worth Rs 1,500 crore of its flagship Galaxy S series in just 15 days of its launch at a time when it takes rival Apple head-on for a share of the premium customers.
Samsung, which has been facing a stiff competition from Apple and Chinese One Plus in the premium category, has been focusing heavily on flagship models such as the Fold, Note and the Galaxy S Series as they contribute nearly 20% to its overall India phone sales.
The S22 series of phones, which cost between Rs 71,000 and Rs 1.1 lakh, were unveiled on February 22 this year, and deliveries of the devices will begin from March 11.
Raju Pullan, senior VP and head of sales and retail for Samsung’s Mobile Business, said that demand remains robust, and added that the company is confident of meeting delivery targets despite the industry witnessing shortage of semiconductors.
He said that the share of premium in Samsung’s sales remains strong, and the push has been exacerbated with the focus on 5G devices. “Overall sales for Samsung had grown by double digit in 2021, and we expect a stronger momentum through this year. We expect to be ahead of the broader market due to a strong traction for premium devices such as the Fold and the Galaxy S Series.”
5G is one area that the company is heavily focusing on and Aditya Babbar, head of product marketing at Samsung said the majority of smartphones above the Rs 20,000 price bracket would be based on the latest telecom technology.
“The customer has been steadily moving towards the 5G eco-system. The speed and performance of the devices is better, and they are future-ready phones which are prepared for the next phase of advanced telephony.”
However, just as Samsung expands, rivals Apple and others such as OnePlus, Xiaomi, Oppo and Vivo have also been getting aggressive with new products and offerings. Samsung has seen pressure on its market share and has been trying to ring-fence business through addition of new devices.
The challenge from Apple in the premium category has been particularly tough for Samsung as its American rival increases its focus on India by growing its manufacturing eco-system and product line-up.
Apple has increased the share of local manufacturing in India through its Taiwanese production partners, Foxconn, Wistron and now Pegatron, which has helped the company price its devices aggressively. Also, the company has started sales through its self-owned online store, apart from expanding retail presence through partners such as Unicorn and Aptronix.
Pullan said that Samsung will continue with aggressive new launch plans in 2022 as well, and will focus on creating a digital eco-system by bundling the devices with its watches and hearables.



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