Why Samsung sees its new Galaxy A-series widening the ‘premium’ mid-range smartphone segment in India
Samsung wants people to pay attention to its new Galaxy A-series smartphones, which it says have been designed to mimic its high-end flagship S-lineup offers, but at an affordable price. With five new Galaxy A-series smartphones hitting retail shelves soon, including the Galaxy A53 and Galaxy A73, Samsung hopes these phones will drive the adoption of premium mid-range phones, a segment critical to the South Korean tech major in the world’s second-largest smartphone market.
“We want to give the consumer a choice to choose whatever is best for them,” Aditya Babbar, Senior Director & Head of Marketing, Samsung India, said ahead of the virtual launch of the new Galaxy A-series in the country. Babbar says the idea behind the updated Galaxy A-series is to offer a lineup of smartphones that centers around premium features at a lower price point.
For Samsung, the Galaxy A-series exists because there is potential to grow and the company is confident because of the way Indian consumers are willing to shell out more for a smartphone. “The demand cycle is very positive in terms of consumer adoption and going higher on the ASP,” he said. Samsung expects to grab 40 per cent of the market share in the premium mid-range segment with the latest Galaxy A-series. According to Counterpoint Research, Samsung led the smartphone segment ranging between Rs 20,000 and Rs 45,000 with a market share of 28 per cent in India in 2021.