Samsung’s M-series smartphones are essentially affordable devices with a hefty battery and a decent set of specifications and now, the company wants you to pay attention to the lineup as it aims to make the Galaxy M-series a $1 billion brand. The Galaxy M-series is quite popular in the country, but only after the mid-range Galaxy A-series, and has sold more than 42 million handsets in the country since its launch in 2019. In an exclusive interview with ABP Live, Aditya Babbar, Senior Director and Head of Product Marketing, Samsung India explains why Samsung has set an ambitious target of $1 billion in revenue with the Galaxy M-series and how the lineup stands out with segment-first features.
“The M-series was launched in 2019 and focused on India. We have already touched a 42 million happy consumer mark in a span of just three years. That’s how big and different the journey of the M-series has been. We have 42 million happy consumers and now we have set ourselves a very aggressive target of $1 billion. We want to make M-series a billion-dollar brand,” Babbar told ABP Live.
Samsung has just made two new additions to the Galaxy M-series with the M13 and M13 5G. The Galaxy M13 features a 6000mAh battery and a unique feature called auto data switching, which, is one of the differentiating factors in this price category while the Galaxy M13 5G comes with up to 12GB of RAM with a nifty feature called RAM plus.
Explaining the auto data switch feature, the top Samsung executive said: ” We are adding our high-end features like auto data switching to the M-series. So if there is no network coming from SIM 1, the auto data switching automatically switches to SIM 2 for data so that you are connected all the time. It is a segment first feature.”
Samsung’s go-to-market strategy for Galaxy M-series
According to Samsung, it is important to have four basic hygiene of GTM for any of its devices with the first and foremost being adding product value for the consumer. “In M-series, you have got a different feature attached to it. With the M13 and M13 5G, the former has a 6000mAh battery and auto data switching which are adding value for the consumer,” Babbar explained.
How is Galaxy M-series different from Galaxy A-series?
It should be noted that the Galaxy M series essentially offers budget devices, but some models are present in the price segment where Samsung’s own Galaxy A-series sits as a competition. Asked what makes the Galaxy M series different from Samsung’s most popular Galaxy A-series, Babbar answered, “To be honest, both the series have been designed keeping a very, very differentiated experience in mind. So the promise of the A series is awesome for everyone. So A-series’ principle has been the democratisation of technology whereas M-series has been the segment’s best features.”
According to the top Samsung executive, both the lineups cater to very different audience sets. While one is a power user or a feature-heavy buyer the other lineup caters to the experience-heavy buyer.