Sam­sung set to high­light premium Note, new Fold

The Korea Times - - BUSINESS - By Kim Yoo-chul yckim@ko­re­atimes.co.kr

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.

AP-Yon­hap

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.

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