Why does Samsung's flagship Galaxy S9 have problems? It was
not what Samsung or its investors hoped for. The company's electronics division
has just seen a drop in recent net profit - and says the flagship Galaxy S9
smartphone's "lower than expected revenue" is to blame.
The handset started a mixed reception in February. Critics
praised some of their new camera tricks, including the way important moments in
super-slow-motion videos could be captured relatively easily. However, they
also doubt whether the company has given consumers enough reasons to upgrade.
What does Samsung say?
Despite speculation that sales of the S9 since the S3 are the
weakest in the series, the company has not disclosed exact figures. The next
step was to confirm that the responsible business had suffered a 20% decline in
sales. However, in a teleconference calling for a "stagnant high-end
market," executives tackled the matter directly. "With smartphones
becoming more sophisticated and product differentiation increasingly unclear,
the global mobile phone replacement cycles are getting longer," said one
representative. "Moreover, the higher price points of premium products
seem to boost market resilience."
In other words, Samsung believes that the S9 is
indistinguishable from other high-end handsets, but at the same time too
expensive for many consumers.
Why is it difficult for
S9 to stand out from the crowd?
With a few exceptions, most smartphones now look very
similar: the flat glass is attached to the back of the curved metal and the
edge is kept to a minimum. In particular, the physical differences between the
appearance of S8 and S9 are very small and the examiner is confused about the
small changes in the position of the fingerprint sensor.
Another important hardware replacement is the dual aperture
lens of the S9. For photographers who already have a dedicated camera, however,
this has proved to be difficult to sell. Roberta Cozza of technology
consultancy Gartner said, "This is a very good phone, but I do not think
there are enough differences." "Today's differentiation is based on
creating a compelling experience, I think Samsung is doing that, not enough -
for example, Bixby's artificial intelligence assistant has not achieved the
hoped-for success." Samsung is far from being the only manufacturer of
mobile phones The most radical changes in two years and the adaptation of the
intermediate model is rather limited, but another expert said that this
strategy has become a problem: "The changes that have occurred in the last
18 months Ben Stanton, a technical analyst at Canalys, said, "The
commoditization has become faster in terms of the speed at which specifications
and design features are copied from one brand to another." Market came; it
was a groundbreaking product without appearance.
Is Samsung too worried
about Apple?
Samsung is as innovative as its Android competitors and could
use it for marketing. But some people wonder if it makes sense to do this. It
is particularly noteworthy that his recent efforts to face the shadow of Apple
in the United States have been criticized. It started in May, suggesting that
the speed of the iPhone is lagging behind its phone. Recently, the iPhone X was
mocked because of a missing headphone slot and an SD card slot.
What has Samsung done
to solve this problem?
In the short term, Samsung has announced that it has launched
the Galaxy Note 9, which will make its debut in New York on August 9th. In
addition, Samsung wants to expand its low-end phones with new features to
increase its attractiveness. "We will also strengthen our price
competitiveness," added Kyeong Tae Lee, head of the company's mobile
business, which sounds like a lower price. In the long term, Samsung said that
the introduction of flexible smartphones should bring "new vitality"
to its lineup. "We've been researching and developing collapsible
smartphones for many years," an unidentified executive told a conference
call. "We work with parts companies to achieve stability and durability.
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