On 10 April 2015, Samsung launched a lot of communication new appliance supposed restart on the high end, the Galaxy S6. The device however failed to recover the sales of the manufacturer.
When marketing in Europe of the Galaxy S6 and its curved version of the Edge S6, April 10, 2015, the vice president of the mobile arm of the conglomerate, Lee Sang-chul, said wait “ sales record “in the history of the group. Which placed the bar beyond the 70 million handsets sold, a figure reached by the Galaxy S4, released in 2013.For the Korean was pressure. Its predecessor, the S5, already disappointed, helping to bring down the group’s results. The Galaxy S6 is therefore presented this time with strong arguments. An aluminum design with the “Apple”, a remarkable screen quality and a cleaner interface
Yet at launch, users S6 criticized the irremovable battery and lack of microSD card slot, which can increase the phone’s memory. Yet it was precisely the factors differentiating against Apple. Second complaint: the high price of the phone, from 849 euros to 1049 euros for the Edge model, even more expensive than iPhone 6 at the time. An upmarket strategy that diverted some aficionados of the brand to more accessible devices.
A start winded
A month after
its launch, 16 May, 10 million phones only had been delivered (and therefore not necessarily sold), against 11 million in sales during the first month of S5. And after a quarter, Samsung ended up with a large stock of arms. And conversely, a shortage Edge models, it acclaimed by customers. To clear stocks, the manufacturer had no choice but to lower prices … and undermining his own upmarket strategy.
Samsung ended the year with sales of mobile by timid 2.1% increase over 2015. Not good for a “revival” as expected. On the same year Apple has it seen its smartphone sales increase of 20.2% and 44.3% of Huawei according to IDC. Samsung has even lost 1.8 points of market share. Sales of its mobile division fell 7.3% and profits by 30%. Apple stuck with a hand on the high end and on the other, competition increasingly tough for Chinese manufacturers on the environment and the entry level, Samsung is struggling to find its place.
with the Galaxy S7 launched on 11 March in France, Samsung has he learned from the relative failure of the S6? Despite improvements in the unit prices have been revised downwards, particularly in Asia where Samsung wants to win back market share (in France as the S7 Edge starts at 799 euros, a decrease of 6%).
He also chose to advance its launch a month, to cut the grass under the feet of Apple, whose keynote was held on March 21 and Chinese competitors Huawei and HTC with their new models expected in April. The brand can not help bragging and announced even before the launch of the “ record pre-orders [...] two and a half times greater than those of previous models “. It has in any case not learned caution.
Samsung he retains the lead in sales of smartphones? Is the cloud the French disaster? Questions by writing Clubic Pro in our new series “One year after.” See you next week for a new number.
Edited on 04/08/2016 at 15:57
No comments:
Post a Comment