Samsung set to highlight premium Note, new Fold
After months of expectation and numerous leaks, Samsung plans to release its latest Galaxy series smartphones, Wednesday.
Its unpacked event will be streamed live and also broadcast on Samsung Newsroom and Samsung’s YouTube channel.
As previously leaked and teased, Samsung will unveil the Galaxy Note 20, Galaxy Z Fold 2, Galaxy Tab S7, bean-shaped Galaxy Buds Live and Galaxy Watch 3. At the event, mobile chief Noh Tae-moon will offer a keynote speech on the meanings and backgrounds of the new Samsung variants with the company’s senior product designers and developers explaining the specifics of each Samsung product.
Gamer Myth, singer-songwriter Khalid and K-pop boy band BTS are set to appear on the sidelines of the event telling viewers about their experiences with the promoted Samsung products.
But the key focus is how Samsung will promote itself as a premium brand as a way to differentiate itself from emerging smartphone vendors such as China’s Huawei.
That’s because Huawei trumped Samsung for the first time in the global smartphone market in the second quarter of this year by shipping 55.8 million devices over the three-month period, with Samsung shipping 53.7 million smartphones during the same period.
While market watchers interpret Huawei’s recent performance as quite impressive in terms of showcasing its brand strength to local consumers, component suppliers and developers amid the pandemic, Samsung plans to continue its “adjusted brand positioning strategies,” — taking on a few strategic models and bringing in premium brands to reduce risks.
For example, Samsung executives are set to highlight the advanced features of the new products during the event which the company believes are “new form factors” not present in other smartphones by its rivals.
The Note 20 is expected to have a 6.9-inch display with 120Hz refresh rate and a 108 megapixel camera with 50x zoom.
Plus, the new Note should feature a faster Qualcomm Snapdragon 865 processor, an upgraded triple-camera setup and a bigger battery.
Also, specifically, Samsung plans to focus more on demonstrating its capability to handle ultra-high-premium phones during the event as its new foldable phone will come with an enhanced outer display, improved durable thin glass and a hinge with less of a gap.
Samsung has a typical pattern of releasing its “strategic models” two times a year — a flagship Galaxy mobile in the first half and Note and back-up devices in the second half. Its dual-track strategy has been paying off in terms of profit contribution and market share.
Samsung’s long-time bitter rival Apple is scheduled to release its new iPhone — tentatively named the iPhone 12 — in the fourth quarter of this year possibly due to expectations that spring’s back-toschool season will awaken idling demand for premium handheld gadgets.
Visitors wearing masks to curb the spread of the coronavirus look at the latest products at a Huawei store in Beijing in this Wednesday, July 15, 2020 file photo.