Big change at Samsung: new features to appear first on mid-range models instead of Galaxy S and Note

Big change at Samsung: new features to appear first on mid-range models instead of Galaxy S and Note
Samsung's president of mobile communications, DJ Koh, spoke with CNBC last week about Samsung's plans to make some major changes to its mid-range line of smartphones. The executive said that instead of introducing new features first on its high-end Galaxy S and Galaxy Note lines, new innovations might be first deployed on its mid-range models. The idea is to attract more millennials to these phones.

Despite its current long reign as the world's largest smartphone manufacturer, Samsung is in the midst of a slump that saw second quarter sales of its connected handsets decline 20% year-over-year. Partially to blame are tepid sales of the Samsung Galaxy S9 and Samsung Galaxy S9+. The company last month launched its high powered, high-spec'd and high priced Samsung Galaxy Note 9, and it is still too early to make any calls on that model.

While Samsung is floundering, Huawei is on the rise. Currently the second largest smartphone manufacturer in the world, even without a carrier deal in the U.S., its consumer products chief Richard Yu has already set a 2021 target for Huawei to take over the top spot from Samsung. And while Huawei's high-end phones are pricey, other Chinese outfits like Xiaomi, Oppo and Vivo are offering innovative high-end handsets at a more affordable cost.


Samsung's Koh says that his new focus is on getting innovations to its mid-range models so that those who cannot afford the price of a high-end phone can purchase a mid-range device and still get exciting new features. To that end, Koh has already making the internal changes inside Samsung to make this happen. The Galaxy Note 9 is priced at $999 for the 128GB version while the 512GB variant costs $1,299.

source: CNBC

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28 Comments

1. tiara6918

Posts: 2263; Member since: Apr 26, 2012

Without xiaomi, huawei, oppo and vivo. Samsung wouldn't even have bothered putting hd displays or snapdragon processors on their low to midrange phones. These features they will bring might be more gimmicks on the software

5. Well-Manicured-Man

Posts: 653; Member since: Jun 16, 2015

I think Samsung is following the wrong strategy. They should offer the flagships of the last two years at mid range prices instead and kill the mid range lineup. The Galaxy S8 cost around 430€ right now. It’s screen is better than anything available on the mid range class. Hardware is still fine.

8. middlehead

Posts: 434; Member since: May 12, 2014

That works for a little while after each cycle, but at some point the newer versions of the mid-range processors are going to be designed and built on newer processes that make it worth using them over the older, high end units.

15. worldpeace

Posts: 3092; Member since: Apr 15, 2016

It's not all about processor, take a look at S7 (you can get it under $300 right now), it got OIS, dual-pixel AF, HRsensor+SPO2, QHD panel, Samsung Pay, wireless charging, water-resistant, and flagship grade build quality. And it's processor still faster than SD636 (that's usually found in this price-range), and it's GPU is much faster than SD636. Downside: it stuck with Oreo, but you can get Pie if you're fine with custom ROM

26. Mixkhata1

Posts: 161; Member since: Feb 26, 2017

I have S7 Edge and am perfectly content with it. No need to change unless it gets broken.

11. Dr.Phil

Posts: 2250; Member since: Feb 14, 2011

They’re following the wrong strategy by releasing too many devices. How can you expect to dominate the mid and low tier markets when you have 20 devices that cover that range while only two cover the high end? They need to just have 2 low end and 2 mid tier devices and stop trying to ram a product into every crevice they can find.

10. strategic_developer

Posts: 1627; Member since: Jul 17, 2018

The one and only reason Samsung uses the Snapdragon is for full LTE compatibility in the US for carriers like Verizon and Sprint. If the US has only GSM carriers they would only use the Exynos

2. bkel123

Posts: 1; Member since: Jul 20, 2018

This story doesn't even make sense. Samsung is going to introduce all there new innovations on midrange phones first. I haven't seen a S-Pen on any Samsung Midrange phone yet?

4. DolmioMan

Posts: 291; Member since: Jan 08, 2018

Your comment makes no sense. This is supposed to be a future plan so obviously you won’t have seen it yet.

9. sleepypandaeyes

Posts: 341; Member since: Apr 12, 2015

The note 3 neo is the only mid ranger to receive the Spen.

16. andynaija

Posts: 1247; Member since: Sep 08, 2012

*their

18. L0n3n1nja

Posts: 1511; Member since: Jul 12, 2016

When did the S PEN become a new unreleased feature?

3. ColinW

Posts: 412; Member since: Jun 04, 2014

What was the worlds first HD screen on a smartphone then? I believe it was the Galaxy SII HD LTE in 2011, before you had probably even heard of xiaomi, huawei, oppo and vivo.

22. worldpeace

Posts: 3092; Member since: Apr 15, 2016

Motorola, HTC, and Samsung used to be the "first" in new tech on that era. But now it's Chinese companies that's taking the risk and implement any bleeding edge tech they can find, even if it's hurt their profit, they'll still did that to be the "first".

6. darkkjedii

Posts: 30786; Member since: Feb 05, 2011

I can dig it Samsung.

7. MarvzIsFallen

Posts: 646; Member since: Aug 11, 2017

This is what happens when a company is trying so hard to be apple. Now that their sales are tanking then they are doing this strategy. Too bad, chinese iphone knockoffs are selling well due to the fact that its an iphone look-a-like, with features found in flagship model, and for a very cheap price. This is the end of Samsung, they will lose hard in high, mid and low tier markets. Sooner when their mobile division suffers really bad, then their high end phones will be price along with mid tier phones. This is great for android consumers, they will get Samsung for a cheap price. Hence, leaving  solely in the high end market. Good job  and chinese phones. We will remember Samsung just like nokia, blackberry, htc, motorola, lg and sony.

12. cmdacos

Posts: 3818; Member since: Nov 01, 2016

Lmao, you try too hard and know too little. Stick to your child's toy phone.

14. MarvzIsFallen

Posts: 646; Member since: Aug 11, 2017

Stick to your garbage cheap phone.

13. biagnosis

Posts: 106; Member since: Nov 19, 2012

Trying hard to be apple? Lol.you mean Samsung copying the notch?

19. L0n3n1nja

Posts: 1511; Member since: Jul 12, 2016

I really wonder what drugs make you so delusional.

23. worldpeace

Posts: 3092; Member since: Apr 15, 2016

Daily dose of Tim's juice.

21. DRS1977

Posts: 678; Member since: May 27, 2015

You are too poor to afford a Samsung and Samsung mobile division will be here long after you are dead and buried 6-feet underground. Please give them your grave site address, so they can laugh at you.

28. sissy246

Posts: 6959; Member since: Mar 04, 2015

LMAO, I love getting a good laugh at you dumb posts every day.

20. hjl2345

Posts: 73; Member since: Aug 11, 2018

While I do understand people have their own opinions, I still think in certain areas the A series is a good buy. I live in Korea, where the only phone choices you have here is Sammy, LG, Apple and Sony. Of course I can always import a Xiaomi phone, but if anything wrong happens to it, I have no means of getting official repairs. iPhones are very popular, but I couldn't help but feel a bit uncomfortable with the limitations of iOS. I guess I am an Android guy. So my only option is Sammy or LG. Their A series, the A8 to be exact, has all the flagship features (Samsung Pay, waterproofing, 18.5 by 9 screen) and is reletively inexpensive compared to other flagships. I am only a student, so paying 90 dollars or more monthly is a huge strain. So I opted for the A8, and overall has been happy about my choice. Sure it is a bit slower, but it seems to be a great value, at least in Korea.

24. murtaxarzv

Posts: 58; Member since: Sep 13, 2017

samsung is driving tech innovation and largest manufacturer of smartphones and have biggest and complete electronics devcies portfolio with IoT and AI and coming with FOLDABLE DEVICE meaningful and 5G and monster GALAXY S10 .

25. AfterShock

Posts: 4146; Member since: Nov 02, 2012

Mid range market belongs to Chinese, good luck your majesty.

27. sissy246

Posts: 6959; Member since: Mar 04, 2015

Why would they give all the new tech to mid phones, people would have no reason to buy the S phones for higher price. I just don't see it happening that way.

29. tokuzumi

Posts: 1800; Member since: Aug 27, 2009

This is how it should be. The flagships should be all about a stable software/hardware experience. Let the low volume mid/low range devices try out experimental features, while Samsung stabilizes the technology. Then you put it on the flagships. It's the same method Apple uses. Apple lets technology mature, and then uses that tech on their phones.

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