Smartphone Competition Means Market Expansion for Samsung Electronics


There is a good amount of competition brewing between Xiaomi and Samsung within the smartphone market- both vying for customers after the fiscal quarter in 2017.

Samsung Electronics has dominated the Indian market for the last six years with the smartphone; however, towards the end of last year, the company lost a significant margin to Xiaomi. According to the Canalys report, during the last fiscal quarter, the Chinese company shipped close to 8.2 million smartphones whereas Samsung shipped 7.3 million. Overall, the South Korean tech giant still remained dominant for 2017 for its share of the Indian market, coming in at 24 percent, which was reported by International Data Corporation (IDC). However, according to the Mobilytiks report from CyberMedia Research (CMR), there was only 15.3 percent of smartphones sold by Samsung compared to Xiaomi’s 31.2 percent. CMR also reported that the sales contributed to Xiaomi’s additional Mi Home Experience store, which opened in January 2018.

With the latest introduction of Samsung’s Galaxy S9 and S9 Plus, Vice President Asim Warsi for Samsung India recently gave an indication that there would be a strategy to compete with the growing competition within the smartphone market, especially when it comes to key players. “If you look at 2017’s overall basis and previous five years before that, Samsung has been consistently leading the Indian handset market from six years in a row,” said Warsi. Many smartphones presented at the Mobile World Congress event in May 2018 will give a glimpse of what can be expected.

All indications show that the Indian market will be tailored to have price-points that include anything from flagships to basic entry-level smartphones. Currently, Samsung is in a partnership with Reliance Jio along with Bharti Airtel that’s being called “LTE Carrier Aggregation”, which is a way of maintaining the spectrum with all notable bands infused together in order to increase bandwidth through a single duct, causing faster streamlining and quicker download capability. Essentially, this process results in Samsung smartphones being the fastest for users on a 4G network throughout the entire region of India.

That is a great amount of confidence that Warsi sees as a benefit and a strategy to continue to build upon through research and development for maximizing its market share. Samsung has invested $14 billion in research and development globally. The company has five centers based directly in India with funds earmarked exclusively for that purpose and expanding its market share.


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