New Delhi: Samsung’s Galaxy A series has been the highest in demand for the company last year and the mid-rangers accounted for more than 50 per cent of Samsung’s smartphone sales, the company is now eyeing to capture a 40 per cent market share in the Rs 20,000-Rs 40,000 price segment in India. In an exclusive interview with ABP Live, Aditya Babbar, Senior Director and Head of Product Marketing, Samsung India explained how the company is betting big on the Galaxy A series, its go-to-market strategy and more.
“First thing is that we want to catch 40 per cent market share and be the No. 1 in Rs 20K to Rs 40K price segment. The Galaxy A series devices will play a very very important role in that,” Babbar told ABP Live.
Samsung Galaxy A series essentially includes devices in the mid-range, but some models also belong to the flagship entry-level bracket. The Galaxy A series also offers some features that Samsung’s flagship Galaxy S series offers, but at a lower price point. This lineup was the most in-demand for Samsung last year and accounted for 59 per cent of Samsung’s smartphone sales in the fourth quarter last year, according to Counterpoint Research.
“You know what we are bringing to the table today is democratising the flagship experience. What we are doing at the camera front is not only bringing the great hardware but also the great software,” Babbar noted while adding that the new Galaxy A series models will have features like “remaster” and “eraser” that we have seen in the newly-launched Galaxy S22 line.
Galaxy A line is also the biggest portfolio that Samsung has
“So yeah, you know, the Galaxy A series is one of our largest selling series in the range and it’s the biggest portfolio also we have around Samsung range,” Babbar informed.
Samsung launched five new models in the Galaxy A series today (on Tuesday) and with the new launch, the company now has 16 5G models in the lineup.
Samsung India’s GTM strategy and if more Galaxy A launches mean fewer launches in Galaxy F line
According to Samsung India, every device brings a differentiated experience, for example, the S series brings the best of both worlds and the Galaxy M and F line also have a clear role. “We recently launched an F series model and we talked about the evolution that how the ‘F revolution’ is unfolding with the segment. So, we believe in giving differentiated experiences to the consumer and bringing meaning for them for adoption,” the top Samsung executive noted.
“So, our the go-to-market strategy is also being very carefully crafted on every touchpoint of the consumer and we also see how we can add value to the consumer is being the biggest one,” added Babbar.
How Samsung India strengthened after-sales services amid pandemic
To recall, Samsung has one of the biggest service networks in India. When the COVID-19 pandemic began, the smartphone major introduced an untapped way of reaching out to consumers, which was through appointments that enabled home pickups and deliveries. “So we work around those things for consumers to enable their comfort at the doorstep. So there have been similar initiatives that have been introduced for service around the new behaviour which has emerged post-pandemic,” Babbar mentioned.
Currently, the company charges an amount of Rs 151 for the pickup and delivery of a faulty product from a consumer.