The South Korean, stalled, presented Sunday at Barcelona’s new high-end smartphone with a new design and a battery that can not be removed. It will be available in France on April 10.
The smartphone manufacturers fate fluctuates rapidly than spend modes. Sunday in Barcelona, Samsung unveiled the Galaxy S6, which will be available on April 10. “This is the product that has asked team the most important work in the history of the company,” assured JK Shin, head of mobile at Samsung Electronics. It is also the most anticipated. After three years of frank domination, South Korea in 2014 suffered a series against-performance concern. Its market share has declined for the first time while the operating profit of its mobile division fell by almost two thirds. Mechanics, which propelled the world leader in mobile, is seized.
The bad pass from Samsung comes in part from the poor performance of the Galaxy S5, announced last year in Barcelona. This smartphone has suffered from the arrival of the iPhone 6 Apple and the rise of Chinese manufacturers such as Xiaomi, able to provide role models for performance comparable to two times cheaper. Samsung has several dozen other models in its catalog, but the Galaxy series is crucial for him. Positioned around 650 euros, it allows it to achieve the best margins. Supported by significant marketing investments, it also has a ripple effect on the rest of the range.
A new design
Photo credits: LLUIS GENE / AFP
With the Galaxy S6, presented in the introduction of the International Mobile World Congress, Samsung plays the recipe that made his success: stick quickly to the latest trends, while allowing himself some risk taking. While its smartphones were criticized for their plastic material, consistent with their low price positioning, he made the choice of metal cladding and glass, precious. The resemblance to the iPhone 6 is sometimes disturbing. Anxious not to revive the copier image, which earned him a trial in the United States, Samsung nevertheless distinguishes Apple introducing a second version of the smartphone, most expensive, whose screen extends over the edge on both sides.
The new Samsung smartphone reaffirms upscale positioning. “No other smartphone can not compete with the Galaxy S6,” commented JK Shin. One of the goals for 2015 is to increase the average price of its phones sold, as Apple has managed to do with the iPhone 6. For this, Samsung is working to differentiate itself from other Android smartphone manufacturers. It revised its software to be easier to use, responding to recurrent criticisms. It includes a mobile payment system, Samsung Pay, now used in 90% of stores in the United States. Samsung also emphasized the security of enterprise use, thanks to its protected environment, Knox.
A non-removable battery
Two other notable changes are within the phone. For the first time in a Galaxy smartphone, the battery is not removable. Samsung had already tried it with the A5 and A7 series. That allows him to gain a few millimeters in the design of their phone. To compensate, the battery of the Galaxy S6 is able to load in record time (10 minutes of charging for 4 hours of battery life). It can also be recharged wireless, like on Nokia smartphones. Autonomy is twelve hours in 4G or WiFi.
Galaxy smartphones S6 will also be driven by Samsung’s own processor, not those of the US Qualcomm. This business conglomerate is expanding. The operating profit of this division was multiplied by four in one year, and approach those of the mobile division. It has the advantage of not only depend on the fate of Galaxy smartphones, and bypass the trade wars. According to several sources in Asia, Samsung again become the main manufacturer of the next generation iPhone processor.
The Galaxy S6 presentation conference lasted three quarters of an hour. Sign of the weight of this launch, Samsung has remained entirely focused on the Galaxy S6, not permitting any digression in the connected watches or tablets, as was his habit lately. “I am very proud of this company and the team behind it,” said JK Shin. A message also addressed internally, while rumors of reorganization waved Samsung last fall, and which is reflected even in the slogan – “Tomorrow is now” – chosen for the Galaxy S6. As if it were forgotten as soon as the setbacks in recent months to forge ahead.
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