Samsung targets Indian millennials

Millennials are our core target audience because they understand advanced technology which drive us to push the envelope and bring out devices with topnotch specifications, a top Samsung executive said. Focussed on the millennials, the company said it sold two million phones in its mid-price segment Galaxy A series in India in just 40 days starting March this year, earning a revenue of USD500 million.

“Millennials are a very important constituent for us which constitute over 34 per cent of India’s population. Nearly 70 per cent of the total household income being generated in the country are contributed by them.

“About 80 per cent of the collective Internet usage in the country comes from the Gen Z. They understand the technology so we are more than eager to meet their standards,” Ranjivjit Singh, Chief Marketing Officer and Senior Vice President-Mobile Business, Samsung India told IANS.

Earlier this year, the company launched ‘M’ series smartphones aimed specifically at the millennials, which, according to the company, sold out immediately as soon as they were on sale on Amazon.in.

“Our millennials thankfully recognise many of the world’s-first innovations that we have brought in our premium Galaxy S10 series,” Singh noted.

To cater to younger Indians, Samsung has launched a video-based campaign called “Ready India, Action”.

After losing out to Chinese smartphone maker OnePlus for three quarters in a row, Samsung regained the top spot in the Indian premium smartphone segment in the first quarter of 2019, said Counterpoint Research. The company is working hard to now build millennial-friendly capabilities like “Live Casting” in its devices, said Singh.