It’s a marked strategy change from Samsung
The mid-range market is one of the most competitive spaces right now when it comes to mobile devices, and it’s no secret that Samsung has been looking for a way to entice more customers to buy their wares. While the Korean firm is still the top dog, its sales have slumped – second-quarter sales are down 20% year-over-year.
Samsung’s president of mobile communications, DJ Koh is looking to change up their strategy by introducing new innovations to its mid-range lineup. This will allow consumers to enjoy top-tier features without having to shell out tons of money to get it.
“In the past, I brought the new technology and differentiation to the flagship model and then moved to the mid-end. But I have changed my strategy from this year to bring technology and differentiation points starting from the mid-end,” Koh said.
Koh has already started to make the necessary changes internally in Samsung, and he hopes that their new direction will be able to entice customers that have ditched their brand and gone with other manufacturers.
