Samsung Targets Mid-Range Handset Market
With the J2 and JMax on their platter amongst this year’s launches, Samsung has set its focus on the mid-range mobile handset market. Through the launch of these two smartphones, the 26.6 per cent market share is being looked at to expand the company’s fortunes. Since the mid-segment seems to be the most competitive, with 9 out of 10 smartphones sold in the price segment INR 10,000-15,000, Samsung will be launching the ‘J’ series handsets priced at INR 9,750 (J2, 2016 edition) and INR 13,400 (Jmax). This launch shall take on the Chinese rivals like LeTv, Xiaomi, and Motorola (owned by Lenovo).
The mid segment, i.e. INR 10,000-15,000 range of smartphones, have seen several new Chinese entrants making a mark amongst Indian buyers. LeTv, Oppo, Xiaomi, and even the Lenovo owned Motorola has several offerings in the segment, which indirectly stalls Samsung’s growth prospects. Earlier, Indian brands such as Micromax and Intex were known to be the primary players but India’s neighboring country, China, has many companies stepping in for market share, though still not close to Samsung’s overall presence. To ensure the price competitiveness, Samsung has mentioned that the new J series phones have been locally sourced and produced, which help in competing with the other Chinese brands.
India has seen a large number of application downloads, and other avenues of internet use, including banking services, video interactions, etc. which has made many device makers come up with lower cost 4G options. Within the last couple of years, almost all devices have been 4G ready, though issues like weak networks, and device capabilities like battery power, etc. have been hindrances to users taking up more 4G connections, or actively use it. However, Samsung still remains India’s number 1 4G device maker, and the J-series fits into the lower price band of these devices. Hence, Samsung is looking to work on technologies that would combat user-end issues like connectivity, device heating, and battery consumption, including the new J-Series.
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