Fewer smartphones and strengthening of the offer on the low price range. This is Samsung's strategy to defeat the wave of Chinese competition: the Korean electronics giant has reflected on the losses in positions suffered in recent quarters and announced a strategic shift that analysts have been waiting for for some time.
And it has thus decided, after having outclassed Apple on the high range, to also aim to cover the medium-low price range which is increasingly becoming the prerogative of Chinese manufacturers, in particular Huawei and Lenovo. The change of direction, which will now take place mainly from 2015, was confirmed by the head of investor relations, Robert Yi during a conference in New York, according to what was later confirmed by a spokesman for the Korean company.
All this after in the third quarter Samsung suffered a new heavy decline in net profits, practically halved compared to the same period a year earlier. According to research firm IDC, Samsung's share of the sector has dropped to 23 percent from the 35 percent it held in 2013, while Apple, which has always focused on higher-end models with the iPhone, various Galaxy of the Korean house, holds a 12 percent.
Now the group is preparing to counter the assault that in the last two years has been launched, in this highly contested market segment, by Chinese manufacturers such as Huawei, Lenovo and Xiaomi, strengthening its range on new entry smartphones.
