Why Samsung sees its new Galaxy A-series broadening the ‘premium’ mid-range smartphone segment in India

“We need to give the buyer a alternative to decide on no matter is greatest for them,”  Aditya Babbar, Senior Director & Head of Advertising, Samsung India, tells indianexpress.com forward of the digital launch of the brand new Galaxy A-series within the nation. Babbar says the thought behind the up to date Galaxy A-series is to supply a lineup of smartphones that facilities round premium options at a lower cost level. 

Babbar says each smartphone sequence Samsung provides available in the market cater to a selected use case and due to this fact are priced accordingly. As an illustration, the Galaxy S22 Extremely has a core viewers who need an S-Pen and the perfect cameras on a flagship smartphone. The Galaxy M-series is all concerning the huge battery and the worth. The Galaxy A-series combines lots of options you’ll get on a flagship Samsung smartphone, like a high-refresh display screen and a number of cameras however at a barely lower cost level. 

Babbar says the thought behind the up to date Galaxy A-series is to supply a lineup of smartphones that facilities round premium options at a lower cost level. (Picture credit score: Anuj Bhatia/Indian Categorical)

“The demand for the ‘greatest’ is rising,” he stated, including that the best way a mean client sees a smartphone has modified and it’s making Samsung rethink how one can trickle down premium options that had been beforehand restricted to its flagship smartphones to extra accessible value factors. 

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For Samsung, the Galaxy A-series exists as a result of there may be potential to develop and the corporate’s confidence is backed up by the best way Indian customers are prepared to shell out extra for a smartphone. “The demand cycle could be very optimistic when it comes to client adoption and going greater on the ASP,” he stated. Samsung hopes to seize 40 per cent of the market share within the premium mid-range phase with the most recent Galaxy A-series. In response to Counterpoint Analysis, Samsung led the smartphone phase ranging between Rs 20,000 and Rs 45,000 with a market share of 28 per cent in India in 2021. 

Out of 5 new Galaxy A-series smartphones, the star of the present is the Galaxy A53 5G, a telephone that has the potential to turn into a preferred providing within the smartphone market in India. Design-wise, it’s arduous to differentiate between the Galaxy A53 and Galaxy S21 FE, the latter costing within the neighborhood of Rs50,000. Beginning at Rs 34,499, the Galaxy A53 has a display screen that’s practically edge-to-edge with a punch gap minimize out for a selfie digicam. The display screen boasts a 120Hz excessive refresh charge, a mid-range Exynos 1280 chipset powers the system and you will see that 4 cameras on the again. It additionally helps 5G, which makes it future proof. Samsung may also market the Galaxy A73 5G, a smartphone that comes with a 108MP digicam and clever software program options like RAM Plus, object eraser and AI Photograph remaster. 

Samsung Galaxy A53 5G begins at Rs 34,499. (Picture credit score: Anuj Bhatia/Indian Categorical)

Samsung’s greatest rival within the smartphone house, Apple, can be taking the premium mid-range telephone house critically with the third-generation iPhone SE. However the Cupertino tech big and Samsung have a special imaginative and prescient for a premium mid-range smartphone. Whereas the iPhone SE is designed for the primary time iPhone customers who desire a smartphone for fundamental duties and haven’t any funds for a flagship iPhone,  the Galaxy A53 5G will enchantment to those that desire a smartphone that appears like a flagship however is priced like a mid-range telephone. The iPhone SE, by comparability, neither has a cutting-edge 120Hz show nor a number of cameras. Although it does have the most recent A15 Bionic chipset, the identical processor that powers flagship the iPhone 13 sequence and helps 5G. 

Although Samsung and Apple have distinguished methods to go after aspirational customers, one factor is evident: each see the demand for an “reasonably priced flagship” available in the market. Babbar says on the finish “the whole lot has been considered holding customers in thoughts and serving to them make the choice of shopping for a smartphone simpler.”