Pushing the Boundaries

New handset models sported features that captured imagination of Indian users and helped nudge the average selling values higher

Samsung India has come a long way. In a journey that started in 1995, the electronics behemoth has set new benchmarks time and again and has come to be seen as one of the trustworthy mobile brands in the country. If the first two decades saw the Korean major consolidate its position having set up the largest sales and service network in the country, the task seems fairly cut out for the next 20 years and beyond, particularly with the advent of data-led communications era.

Year 2015 was a somewhat mixed year for overall mobile handset sales in India, but for smartphones, it has been a remarkable period with shipment crossing the 100-million mark. In particular, Samsung maintained a pole position both in terms of market share and shipments. It not only shipped more handsets than other manufacturers and cemented its position further, but also widened the gap with the rest of the competition. In CY2015, for example, its total handset shipment share stood at 20 percent, while in smartphones it was 25 percent. Its leadership position was helped by product introductions across all segments from basic to premium brands throughout the year.

While historically India has been seen as a market where low-cost and cuttingedge technologies are at two extreme ends of the price spectrum, Samsung managed to break new grounds with handsets that are affordable yet don’t compromise on features. Notable in this regard was Galaxy J2, which strengthened its portfolio of 4G LTE smartphones allowing high internet speeds, or the Tizenpowered Samsung Z1 smartphones, which broke the record of 1 million shipments within six months of the launch. The easy-to-use smartphone was developed keeping the unique needs of Indian consumers in mind and was also designed and manufactured in India. This also confirmed the Korean major’s commitment to Make-for-India, much before the Make-in-India bug caught the fancy of mobile manufacturers.

It was the first company to introduce the bike mode, with Galaxy J3 devices. The dedicated feature for two-wheeler riders has helped in its uptake. However, technology is only one part. Samsung has also brought services closer to customers, and is also exploring avenues to ramp up footprint. Samsung became the first brand to open a Samsung Experience Store in Leh and was the only brand to have a direct distribution and service setup in the Leh-Ladakh region.

While retail consumers are its mainstay segment, the company also strengthened its position in the enterprise and business segments with the launch of Galaxy S7 and Galaxy S7 Edge phones. A slew of new security features and significant improvements in the processing power make it better suited for the diverse mobility needs of today’s enterprises. Features like water resistance also made it a device suited for field and outdoor conditions.

Samsung was also active on the CSR front and rolled out multiple programs including its flagship Samsung Smart Class, implemented in association with state governments. Since its introduction in 2013, Samsung Smart Class has been set up in over 373 schools across the country, reportedly benefitting over 1.8 lakh students.

Samsung managed to break new grounds with handsets that are affordable yet don’t compromise on features