Top Executive Reshuffle At Samsung Mobile In India: Report

by CXOtoday News Desk    Mar 24, 2017


To revamp sales of Samsung mobile phones, the Korean electronics giant has shuffled roles of senior executives. The move is aimed at countering its Chinese competitors who have gulped a large share of the smartphone market, as per an ET report.

While official announcements are yet to be made, the company has promoted Mohandeep Singh as senior vice -president for the mobile phone business. He will shoulder responsibility of sales and retail marketing for all significant operations for the business.

Asim Warsi, a senior vice president, has been brought back to the mobile phone arm. Since last year he was given responsibility for creating the online product portfolio and product plans for all categories. He will now head the mobile phones business marketing team which manoeuvres all launches.

Manu Sharma is heading sales for North and East, previously he was the vice president of product marketing at Samsung’s mobile business. These changes are expected to be announced in the next few days.

“Mohandeep Singh has de facto become the Indian chief for Samsung’s mobile business, filling a role which was left vacant for almost three years since erstwhile chief Vineet Taneja exited. A Korean expat of course will continue to lead. Singh will be directly responsible for driving both revenue and marketing activities, while Warsi will focus on product planning, launch and activations,” ET quoted an industry executive as saying. 

The ET report relates Samsung’s management rejig with the ongoing intense competition in the Indian market wherein Chinese brands have grown at a fast pace. According to recent market share data by Counterpoint, in Q4 2016, Chinese brands accounted for 46 per cent rankings of the total smartphone market, up from 14 per cent a year ago. For the first time, no Indian brand featured in the top five smartphone rankings. Brands such as Vivo, Oppo, Lenovo and Xiaomi dominated the Indian smartphone market especially during the holiday season.

Read more: Chinese Smartphones Ruling The India Market: Research

Samsung, however, maintains the lead in the market with market share of 25 percent in CY 2016 whereas its market share stood at 24 percent in Q4, 2016. “Chinese brands OPPO, Vivo, Lenovo and Xiaomi continued to grow at the expense of Samsung and Indian brands.”

The success of the Chinese phones attributable to a variety of factors including strong marketing and channel push, as well as better access to components that were in limited supply,” said the Counterpoint report

Read more: Can Samsung Pay Boost Mobile Payments In India?

The report comes shortly after Samsung launched its digital payment solution, Samsung Pay, in India. The feature is in sync with the the ongoing Digital India movement in the country. It allows users to make payments at conventional PoS terminals without requiring them to physically swipe the card. The service was rolled out last week with select Samsung handsets. Samsung plans to expand the service to more devices with more new features in the country.