Samsung focuses on mid-tier segment to take on Xiaomi in smartphone biz

Samsung plans to revamp its presence in e-commerce channels that generate over 35 per cent of sales in the industry

Samsung India, the country’s largest handset manufacturer by revenue, is going full throttle to overtake market leader (by volume) Xiaomi in the smartphones segment, and has charted a new growth strategy for the purpose. 

The plan, encompassing online presence, product features and positioning, has been chalked out in line with the overarching guidelines from its global management.

The move comes a year after trailing its Chinese rival Xiaomi that clinched the top spot in the smartphone market from the Korean chaebol in the late 2017s. 

Xiaomi, unlike Samsung, identified product segments and targeted consumers in those areas. The firm, now