Samsung eyes 40% share in mid to high-end smartphone mkt by year end

Leans on revamped Galaxy A-Series; current market share is upwards of 25 per cent in the Rs 20,000-45,000 segment

South Korean smartphone major, Samsung, is eyeing a 40 per cent market share in India in the mid to high-end segment by the end of 2022 with the launch of a revamped Galaxy A-Series.

Raju Pullan, Senior Vice President, Mobile Business, Samsung India, said, “Our target is by the end of this year, we should be at a 40 per cent market share with the launch of the largest number of 5G phones across the segment.”

Pullan said, as per analysts, Samsung’s market share is upwards of 25 per cent in the Rs 20,000-45,000 segment. “We are the number one brand in the segment,” he added.

Samsung on Tuesday announced the addition of five new models to its portfolio taking the total number of 5G models to 16. Of the five models that were unveiled, three are 5G. With the launch, Pullan said, Samsung would have the largest 5G portfolio in the country.

Samsung’s target of garnering a 40 per cent market share largely rests on the expectation that consumers will upgrade.

The biggest programme that is more enticing for the consumer is the trade-in programme, said Pullan. “There is a huge potential out there within India to upgrade customers and that will happen only when we bring flagship-like features in the mid-end segment,” he added.

The flagship S22, launched in March, starts from Rs 70,000 and has had record pre-bookings. It has been a tremendous success, said Pullan.

The new Galaxy A Series models are in the Rs 15,000-45,000 segment.  

Pullan said, “At Samsung, we believe in openness with the Galaxy experience powering endless possibilities. The Galaxy A series epitomises that belief by making flagship-like features accessible at an affordable price point.”

The Galaxy A73 5G has flagship inspired features like Object Eraser and AI Photo Remaster.

To up its market share, Samsung is also planning marketing investments in India. “We are creating excitement through very strong marketing investments in India and we will be ensuring that it is available across all the consumer touch points whether it is online or offline,” Pullan said.