Sam­sung rewrites S7 launch de­tails

China Daily (Canada) - - LIFE - By BLOOMBERG

Sam­sung Elec­tron­ics Co is de­ploy­ing a new strat­egy that’s be­ing cred­ited for mak­ing the Galaxy S7 smart­phone a sur­prise hit since its de­but inMarch: Re­leas­ing it sooner and pric­ing it cheaper.

Sales of the com­pany’s top-end lineup are es­ti­mated to reach 9 mil­lion units dur­ing their first month on the mar­ket — or triple those of the S6 mod­els in the same time frame last year. That’s prompt­ing an­a­lysts to raise their pro­jec­tions for op­er­at­ing profit and rev­enue when Sam­sung re­ports pre­lim­i­nary first-quar­ter earn­ings onThurs­day, even as its­mar­quee de­vice with a wrap­around screen is as much 8 per­cent cheaper than last year’s de­vice.

The world’s big­gest smart­phone maker scrapped its prac­tice of rais­ing prices with each new model, a ploy long used by Ap­ple Inc, as it tries to counter flat­ten­ing sales growth. While Sam­sung’s chip and dis­play busi­nesses prob­a­bly will suf­fer as a re­sult, sales of the S7 de­vices are be­ing en­er­gized by crit­i­cal praise, a lull in new mod­els from Chi­nese mak­ers and the lack of an iPhone 7 to sway up­graders and first-time buy­ers.

“With the high-end smart­phone mar­ket largely stag­nated, the is­sue is no longer about what ‘Wow’ fea­tures the new phone has,” said Claire Kim, a Seoul-based an­a­lyst at Daishin Se­cu­ri­ties Co. “Rather, it’s about who can bring out the phone quicker.”

The S7 line­up­was­re­leased March 11, about a month sooner than the S6 mod­els that went on sale in April 2015. The phones look sim­i­lar, one with a 5.1-inch screen and the other with a 5.5-inch screen wrap­ping around the edges, yet the new mod­els in­clude a mem­ory-card slot, wa­ter­proof­ing and a longer es­ti­mated bat­tery life.

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