Reportedly, Samsung plans to overhaul its Mid-range smartphones strategy in order to appeal more users. The CEO of Samsung mobile division DJ Koh said the company is now trying a different approach to focus more on differentiating the Mid-range phones ahead of the flagships phone. More clearly he points out they are changing its strategy of Mid-priced Galaxy A smartphones series amongst slowdown in the handset market.


“In the past, I brought the new technology and differentiation to the flagship model and then moved to the mid-end. But I have changed my strategy from this year to bring technology and differentiation points starting from the mid-end,” Koh told CNBC in an interview last week.

Koh said that he has already informed the Samsung mobile development team to prepare for the strategy shift. Instead of bringing a new device Samsung is putting one of its good features into cheaper models, and it will come later this year. As mentioned, the first phone to follow this strategy is Galaxy A series which will be priced around $400, it puts them below the Flagship phones like S9 and Note 9 but these are well above the mid-range budgeted phones.

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“So we are very much focusing on millennials who cannot afford the flagship. But how can I deliver meaningful innovation to our millennials? That’s the reason I’m trying to differentiate the mid-section,” Koh said.

Over the past couple of years, Samsung revenues have been sliding down only the US market is doing well with the high-end phones while the rest of them are far more sensitive but still wants high-end features. On the other hand, Chinese smartphone manufacturer Oppo, Huawei, Vivo, and Xiaomi are offering high-end features at cheap prices, which is also putting pressure on the Samsung and makes it difficult for them to dominate in the market.