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Samsung Galaxy family: four novelties. Change of strategy in the Android phone market

The first question that I'm sure a lot of people might ask themselves. Why Samsung is announcing four smartphones at once before the Mobile World Congress in Barcelona, ​​which is a few weeks away. Logic suggests that at the exhibition you can show the entire line of devices and give a look at each of them. But the company decided for some reason to launch these models now. Why?

Another question creeps into your head when you get acquainted with the characteristics of new products. Of the four models of the Galaxy series, two pairs emerge, they are similar in hardware, but differ in design. You find out the prices and whistle in surprise. Expensive. Very expensive for each of the models. Each device has its own strengths compared to its competitors, but it is simply impossible to call them optimal in terms of price / quality ratio. The puzzle does not add up to the big picture, if you do not know that in 2011 Samsung is changing its strategy in the Android phone market, and this series of devices is the first sign. Let's figure out together what is happening and give answers to the questions posed.

Samsung's strategy for Android smartphones in 2011

In 2010, Samsung bet on Android, even sacrificing its own Bada in favor of Google's OS. In the coming years, priority will be given to Android, in which Samsung sees its future. According to the results of 2011, the company plans to sell 60 million smartphones, of which about 40 million will be for Android. Impressive figures, especially if you take into account the low start that the company has made. In 2009, it sold almost no Android, a year later it put 20 million smartphones on the market, of which only the Galaxy S sold about 10 million copies (taking into account various carrier versions). For a top model, the result is stunning, it is one of the company's most successful products, has the highest margin and generates significant profits for Samsung.

But in the segment of ordinary, affordable Android phones, the company did not have any significant success. In the middle of 2010 inexpensive Galaxy i550, Galaxy i580 come out. They have rather modest characteristics, against the background of competitors they are much more expensive. It is impossible to say that they repeat the success of the Galaxy S. Sales are moderate, the models are niche. On the other hand, the company is satisfied with their sales in terms of margin, profit.

And here we are faced with the first riddle. What is Samsung focusing on when it compares its plans for the Android phone market to the overall phone market? The answer is obvious, this segment of the market should bring maximum profit, we see this in all the actions of the company. A player that carefully measures its performance against competitors in other segments, seeking not only profit, but also market share, in the Android segment limits its sales, sacrificing them for the sake of profit. Why?

The answer is called Nokia. This brand is not present in the Android market. The market leader in unit terms has long lost it in terms of money. And for Samsung, there is a different task - to earn more in order to be able to invest in next-generation technologies. Moreover, Symbian, which leads the smartphone market, has not been perceived as an operating system for smartphones for a long time. The main sales come from products such as Nokia 5230, Nokia 5228. They are chosen by users as devices from Nokia - they have brand confidence, as well as devices with touch screens. In fact, a weak attempt to compete with the very successful and inexpensive touch phones from Korean companies. It was Samsung and LG who created the sensor boom in the mass market and were able to ride the wave, but Nokia missed it. And today Nokia is desperately dumping, sacrificing its profits in order to stay on the market of smartphones and conventional phones. At the same time, Samsung establishes parity in the market of touch phones, conventional models for calls, budget solutions. They win, and significantly, in terms of price / quality ratio, due to which the company's share is growing by leaps and bounds, and top managers boldly say that they will remove Nokia from the first place in three years. But in the smartphone market, there is no need to focus on Nokia, the company in this segment is nothing. You can ignore her.

And here we come to another aspect of the question. Low prices for Android phones, what will they give Samsung? The obvious answer is sales growth. And it can be measured in orders. But let's look at the issue more broadly. And what will Samsung lose? Most likely, the loss will occur in the segment of touch phones, which Samsung will lose their competitive advantages. Samsung's unique position is that as long as there is demand for regular touchscreen phones, the company can't put Android phones on a par with them. A very simple strategy emerges. Regular sensors are the cheapest, followed by Bada models, which are slightly more expensive, and Android phones are a little more expensive.

Therefore, Samsung is betting on flagship models, such as the Samsung Galaxy S. In this market segment, the company is able to get the maximum profit, but most importantly, there is no competition with its products. Another thing is the middle segment. HTC, Motorola, LG, a number of second-tier companies are present here, and each is trying to bite off its piece from the Android market. A price war ensues as each company attempts to boost its own sales by sacrificing profits. A clear example of such a strategy is LG, for example, LG Optimus One sold 1 million copies in 40 days due to its low price. We're talking about LG deliberately forgoing profits in order to gain market share. Is this a winning strategy or not?

In the short term, this strategy is focused on gaining market share. But can the company keep it? This issue requires separate consideration. It can, if there is no strong offer from other players. It should be noted here that Android sales in 2010 compared to 2009 increased by 1000 percent for all players. The pace of growth will slow down in 2011, but it will still be staggering. For example, the research company Canalys predicts that Android will grow faster than iOS, Blackberry in 2011. Everyone has pretty rosy ideas about this market segment. And this brings us to a very important point - the Android phone market will be undersupply in 2011, as a result, the price war strategy to gain maximum market share is meaningless.

So we found an explanation for Samsung's "illogical" actions. The company plans to increase sales of Android phones, but is not chasing market share. The company sees any increase in sales as positive. At the same time, they plan to get the maximum profit from each phone sold.

What does this mean for users? The obvious answer is that in the middle price segments, where the price of the model plays a role, Samsung products will not look so attractive and will lose competition with similar solutions from other companies. But there is another not so obvious consequence, the life cycle of such models becomes minimal.

It is foolish to sell a model that is not optimal in terms of price / quality ratio for more than 6 months, its popularity will quickly fade. Let me remind you that any new product has a surge in sales in the first few months, and only then the market understands it, and it either sells steadily or collects dust on the shelves. To prevent this from happening to Android phones, Samsung is planning Men\'s Sneakers increase the speed of their update. Once every six months, similar models will appear, in which they will improve certain characteristics, but leave a comparable cost. At the same time, old devices will leave the market. Few companies can afford such a high rate of renewal, Samsung is one of them.

And here we come to another important conclusion - according to Samsung, the Android phone market in 2011 is turning into a mass market. That is, buyers of such solutions will focus not only on the technical characteristics of the devices, but also on the brand of the manufacturer. In the absence of Nokia, Samsung has a huge opportunity. This makes it possible to sell suboptimal phones.

One more touch to the market situation. If you have the impression that Samsung will always focus on the maximum profit in the middle price segment, then this is not so. The company expects to show dynamics, namely, to improve the price / quality ratio with each subsequent generation of devices (once every six months). This will keep the positive trend, the growth in sales of Android devices.

In terms of strategy, the company has the most balanced approach to the market of all the players in the Android segment, using both its weaknesses and strengths. From the point of view of consumers who understand the issue, Samsung models are positioned above the market, they are not the most affordable, they are not always optimal in terms of price / quality ratio.

Galaxy family - four updates

Remember that the Galaxy i550/i580 models came out without too much fanfare, they did not attract much attention. Samsung decided to furnish the appearance of four new devices of this family with more hype in order to attract attention to them and increase their sales. Based on the successful experience of the Samsung Galaxy S, we can say for sure that the new items will receive attention from the general public, as well as fairly moderate sales. These are niche models, in particular, the fact that in Russia each of the models will be available in only one retail chain speaks in favor of this. The limitation of the distributors' market always speaks of price fixing at a high level, its stability. But at the same time, the retail chain (or the operator in the case of European sales) guarantees to sell a certain volume. That is, we see that Samsung's strategy is effective in this case.

Technically novelties can be divided by hardware stuffing. The Galaxy Ace and Galaxy Gio models use HVGA screens (320x480 pixels), a processor with a frequency of 800 MHz. The Galaxy Fit and Galaxy mini devices have a 600 MHz processor and QVGA displays (240x320 pixels), but with a diagonal of more than 3 inches, which has not been seen on the market.

Surprisingly, QVGA resolution is not optimal for Android, it was practically not seen until recently (for example, the first Samsung model with this resolution was the Galaxy i550). In total, you can find about a dozen models with this screen resolution on the market. But their number is growing, for example, some of the most affordable models from ZTE come out with just such a screen resolution. In fact, we describe the lower price segment of Android phones with such models.

Samsung's Galaxy family has a number of common features - Wi-Fi b/g/n, the presence of 160 MB of internal memory, 3.5 mm jack on the case, FM radio, Swype, GPS (hardware everywhere), the presence of an integrated chip, responsible for music - DNSe, digital compass, software for editing office files ThinkFree, Android 2.2, a battery of 1200 mAh and above. Samsung has added a task manager to the standard delivery of devices, it is running by default, you can see what is loaded in memory, close both all and individual programs.

Below is a table with the characteristics for each of the devices, as well as their images. At the end of the material you will find a plate with delivery times, as well as prices for devices. You can read the first look at the Samsung Ace as well as the Galaxy Fit here.

Back to news »

Samsung Galaxy family: four novelties. Change of strategy in the Android phone market

The first question that I'm sure a lot of people might ask themselves. Why Samsung is announcing four smartphones at once before the Mobile World Congress in Barcelona, ​​which is a few weeks away. Logic suggests that at the exhibition you can show the entire line of devices and give a look at each of them. But the company decided for some reason to launch these models now. Why?

Another question creeps into your head when you get acquainted with the characteristics of new products. Of the four models of the Galaxy series, two pairs emerge, they are similar in hardware, but differ in design. You find out the prices and whistle in surprise. Expensive. Very expensive for each of the models. Each device has its own strengths compared to its competitors, but it is simply impossible to call them optimal in terms of price / quality ratio. The puzzle does not add up to the big picture, if you do not know that in 2011 Samsung is changing its strategy in the Android phone market, and this series of devices is the first sign. Let's figure out together what is happening and give answers to the questions posed.

Samsung's strategy for Android smartphones in 2011

In 2010, Samsung bet on Android, even sacrificing its own Bada in favor of Google's OS. In the coming years, priority will be given to Android, in which Samsung sees its future. According to the results of 2011, the company plans to sell 60 million smartphones, of which about 40 million will be for Android. Impressive figures, especially if you take into account the low start that the company has made. In 2009, it sold almost no Android, a year later it put 20 million smartphones on the market, of which only the Galaxy S sold about 10 million copies (taking into account various carrier versions). For a top model, the result is stunning, it is one of the company's most successful products, has the highest margin and generates significant profits for Samsung.

But in the segment of ordinary, affordable Android phones, the company did not have any significant success. In the middle of 2010 inexpensive Galaxy i550, Galaxy i580 come out. They have rather modest characteristics, against the background of competitors they are much more expensive. It is impossible to say that they repeat the success of the Galaxy S. Sales are moderate, the models are niche. On the other hand, the company is satisfied with their sales in terms of margin, profit.

And here we are faced with the first riddle. What is Samsung focusing on when it compares its plans for the Android phone market to the overall phone market? The answer is obvious, this segment of the market should bring maximum profit, we see this in all the actions of the company. A player that carefully measures its performance against competitors in other segments, seeking not only profit, but also market share, in the Android segment limits its sales, sacrificing them for the sake of profit. Why?

The answer is called Nokia. This brand is not present in the Android market. The market leader in unit terms has long lost it in terms of money. And for Samsung, there is a different task - to earn more in order to be able to invest in next-generation technologies. Moreover, Symbian, which leads the smartphone market, has not been perceived as an operating system for smartphones for a long time. The main sales come from products such as Nokia 5230, Nokia 5228. They are chosen by users as devices from Nokia - they have brand confidence, as well as devices with touch screens. In fact, a weak attempt to compete with the very successful and inexpensive touch phones from Korean companies. It was Samsung and LG who created the sensor boom in the mass market and were able to ride the wave, but Nokia missed it. And today Nokia is desperately dumping, sacrificing its profits in order to stay on the market of smartphones and conventional phones. At the same time, Samsung establishes parity in the market of touch phones, conventional models for calls, budget solutions. They win, and significantly, in terms of price / quality ratio, due to which the company's share is growing by leaps and bounds, and top managers boldly say that they will remove Nokia from the first place in three years. But in the smartphone market, there is no need to focus on Nokia, the company in this segment is nothing. You can ignore her.

And here we come to another aspect of the question. Low prices for Android phones, what will they give Samsung? The obvious answer is sales growth. And it can be measured in orders. But let's look at the issue more broadly. And what will Samsung lose? Most likely, the loss will occur in the segment of touch phones, which Samsung will lose their competitive advantages. Samsung's unique position is that as long as there is demand for regular touchscreen phones, the company can't put Android phones on a par with them. A very simple strategy emerges. Regular sensors are the cheapest, followed by Bada models, which are slightly more expensive, and Android phones are a little more expensive.

Therefore, Samsung is betting on flagship models, such as the Samsung Galaxy S. In this market segment, the company is able to get the maximum profit, but most importantly, there is no competition with its products. Another thing is the middle segment. HTC, Motorola, LG, a number of second-tier companies are present here, and each is trying to bite off its piece from the Android market. A price war ensues as each company attempts to boost its own sales by sacrificing profits. A clear example of such a strategy is LG, for example, LG Optimus One sold 1 million copies in 40 days due to its low price. We're talking about LG deliberately forgoing profits in order to gain market share. Is this a winning strategy or not?

In the short term, this strategy is focused on gaining market share. But can the company keep it? This issue requires separate consideration. It can, if there is no strong offer from other players. It should be noted here that Android sales in 2010 compared to 2009 increased by 1000 percent for all players. The pace of growth will slow down in 2011, but it will still be staggering. For example, the research company Canalys predicts that Android will grow faster than iOS, Blackberry in 2011. Everyone has pretty rosy ideas about this market segment. And this brings us to a very important point - the Android phone market will be undersupply in 2011, as a result, the price war strategy to gain maximum market share is meaningless.

So we found an explanation for Samsung's "illogical" actions. The company plans to increase sales of Android phones, but is not chasing market share. The company sees any increase in sales as positive. At the same time, they plan to get the maximum profit from each phone sold.

What does this mean for users? The obvious answer is that in the middle price segments, where the price of the model plays a role, Samsung products will not look so attractive and will lose competition with similar solutions from other companies. But there is another not so obvious consequence, the life cycle of such models becomes minimal.

It is foolish to sell a model that is not optimal in terms of price / quality ratio for more than 6 months, its popularity will quickly fade. Let me remind you that any new product has a surge in sales in the first few months, and only then the market understands it, and it either sells steadily or collects dust on the shelves. To prevent this from happening to Android phones, Samsung is planning Men\'s Sneakers increase the speed of their update. Once every six months, similar models will appear, in which they will improve certain characteristics, but leave a comparable cost. At the same time, old devices will leave the market. Few companies can afford such a high rate of renewal, Samsung is one of them.

And here we come to another important conclusion - according to Samsung, the Android phone market in 2011 is turning into a mass market. That is, buyers of such solutions will focus not only on the technical characteristics of the devices, but also on the brand of the manufacturer. In the absence of Nokia, Samsung has a huge opportunity. This makes it possible to sell suboptimal phones.

One more touch to the market situation. If you have the impression that Samsung will always focus on the maximum profit in the middle price segment, then this is not so. The company expects to show dynamics, namely, to improve the price / quality ratio with each subsequent generation of devices (once every six months). This will keep the positive trend, the growth in sales of Android devices.

In terms of strategy, the company has the most balanced approach to the market of all the players in the Android segment, using both its weaknesses and strengths. From the point of view of consumers who understand the issue, Samsung models are positioned above the market, they are not the most affordable, they are not always optimal in terms of price / quality ratio.

Galaxy family - four updates

Remember that the Galaxy i550/i580 models came out without too much fanfare, they did not attract much attention. Samsung decided to furnish the appearance of four new devices of this family with more hype in order to attract attention to them and increase their sales. Based on the successful experience of the Samsung Galaxy S, we can say for sure that the new items will receive attention from the general public, as well as fairly moderate sales. These are niche models, in particular, the fact that in Russia each of the models will be available in only one retail chain speaks in favor of this. The limitation of the distributors' market always speaks of price fixing at a high level, its stability. But at the same time, the retail chain (or the operator in the case of European sales) guarantees to sell a certain volume. That is, we see that Samsung's strategy is effective in this case.

Technically novelties can be divided by hardware stuffing. The Galaxy Ace and Galaxy Gio models use HVGA screens (320x480 pixels), a processor with a frequency of 800 MHz. The Galaxy Fit and Galaxy mini devices have a 600 MHz processor and QVGA displays (240x320 pixels), but with a diagonal of more than 3 inches, which has not been seen on the market.

Surprisingly, QVGA resolution is not optimal for Android, it was practically not seen until recently (for example, the first Samsung model with this resolution was the Galaxy i550). In total, you can find about a dozen models with this screen resolution on the market. But their number is growing, for example, some of the most affordable models from ZTE come out with just such a screen resolution. In fact, we describe the lower price segment of Android phones with such models.

Samsung's Galaxy family has a number of common features - Wi-Fi b/g/n, the presence of 160 MB of internal memory, 3.5 mm jack on the case, FM radio, Swype, GPS (hardware everywhere), the presence of an integrated chip, responsible for music - DNSe, digital compass, software for editing office files ThinkFree, Android 2.2, a battery of 1200 mAh and above. Samsung has added a task manager to the standard delivery of devices, it is running by default, you can see what is loaded in memory, close both all and individual programs.

Below is a table with the characteristics for each of the devices, as well as their images. At the end of the material you will find a plate with delivery times, as well as prices for devices. You can read the first look at the Samsung Ace as well as the Galaxy Fit here.

Back to news »

Samsung Galaxy family: four novelties. Change of strategy in the Android phone market

The first question that I'm sure a lot of people might ask themselves. Why Samsung is announcing four smartphones at once before the Mobile World Congress in Barcelona, ​​which is a few weeks away. Logic suggests that at the exhibition you can show the entire line of devices and give a look at each of them. But the company decided for some reason to launch these models now. Why?

Another question creeps into your head when you get acquainted with the characteristics of new products. Of the four models of the Galaxy series, two pairs emerge, they are similar in hardware, but differ in design. You find out the prices and whistle in surprise. Expensive. Very expensive for each of the models. Each device has its own strengths compared to its competitors, but it is simply impossible to call them optimal in terms of price / quality ratio. The puzzle does not add up to the big picture, if you do not know that in 2011 Samsung is changing its strategy in the Android phone market, and this series of devices is the first sign. Let's figure out together what is happening and give answers to the questions posed.

Samsung's strategy for Android smartphones in 2011

In 2010, Samsung bet on Android, even sacrificing its own Bada to please Google's OS. In the coming years, priority will be given to Android, in which Samsung sees its future. According to the results of 2011, the company plans to sell 60 million smartphones, of which about 40 million will be for Android. Impressive figures, especially if you take into account the low start that the company has made. In 2009, it sold almost no Android, a year later it put 20 million smartphones on the market, of which only the Galaxy S sold about 10 million copies (taking into account various carrier versions). For a top-of-the-line model, the result is stunning, one of the company's most successful products, boasting the highest margins and generating significant profits for Samsung.

But in the segment of ordinary, affordable Android phones, the company did not have any significant success. In the middle of 2010 inexpensive Galaxy i550, Galaxy i580 come out. They have rather modest characteristics, against the background of competitors they are much more expensive. It is impossible to say that they repeat the success of the Galaxy S. Sales are moderate, the models are niche. On the other hand, the company is satisfied with their sales in terms of margin, profit.

And here we are faced with the first riddle. What is Samsung focusing on when it compares its plans for the Android phone market to the overall phone market? The answer is obvious, this segment of the market should bring maximum profit, we see this in all the actions of the company. A player that carefully measures its performance against competitors in other segments, seeking not only profit, but also market share, in the Android segment limits its sales, sacrificing them for the sake of profit. Why?

The answer is called Nokia. This brand is not present in the Android market. The market leader in unit terms has long lost it in terms of money. And for Samsung, there is a different task - to earn more in order to be able to invest in next-generation technologies. Moreover, Symbian, which leads the smartphone market, has not been perceived as an operating system for smartphones for a long time. The main sales come from products such as Nokia 5230, Nokia 5228. They are chosen by users as devices from Nokia - they have brand confidence, as well as devices with touch screens. In fact, a weak attempt to compete with the very successful and inexpensive touch phones from Korean companies. It was Samsung and LG who created the sensor boom in the mass market and were able to ride the wave, but Nokia missed it. And today Nokia is desperately dumping, sacrificing its profits in order to stay on the market of smartphones and conventional phones. At the same time, Samsung establishes parity in the market of touch phones, conventional models for calls, budget solutions. They win, and significantly, in terms of price / quality ratio, due to which the company's share is growing by leaps and bounds, and top managers boldly say that they will remove Nokia from the first place in three years. But in the smartphone market, there is no need to focus on Nokia, the company in this segment is nothing. You can ignore her.

And here we come to another aspect of the question. Low prices for Android phones, what will they give Samsung? The obvious answer is sales growth. And it can be measured in orders. But let's look at the issue more broadly. And what will Samsung lose? Most likely, the loss will occur in the segment of touch phones, which Samsung will lose their competitive advantages. Samsung's unique position is that as long as there is demand for regular touchscreen phones, the company can't put Android phones on a par with them. A very simple strategy emerges. Regular sensors are the cheapest, followed by Bada models, which are slightly more expensive, and Android phones are a little more expensive.

Therefore, Samsung is betting on flagship models, such as the Samsung Galaxy S. In this market segment, the company is able to get the maximum profit, but most importantly, there is no competition with its products. Another thing is the middle segment. HTC, Motorola, LG, a number of second-tier companies are present here, and each is trying to bite off its piece from the Android market. A price war ensues as each company attempts to boost its own sales by sacrificing profits. A clear example of such a strategy is LG, for example, LG Optimus One sold 1 million copies in 40 days due to its low price. We're talking about LG deliberately forgoing profits in order to gain market share. Is this a winning strategy or not?

In the short term, this strategy is focused on gaining market share. But can the company keep it? This issue requires separate consideration. It can, if there is no strong offer from other players. It should be noted here that Android sales in 2010 compared to 2009 increased by 1000 percent for all players. The pace of growth will slow down in 2011, but it will still be staggering. For example, the research company Canalys predicts that Android will grow faster than iOS, Blackberry in 2011. Everyone has pretty rosy ideas about this market segment. And this brings us to a very important point - the Android phone market will be undersupply in 2011, as a result, the price war strategy to gain maximum market share is meaningless.

So we found an explanation for Samsung's "illogical" actions. The company plans to increase sales of Android phones, but is not chasing market share. The company sees any increase in sales as positive. At the same time, they plan to get the maximum profit from each phone sold.

What does this mean for users? The obvious answer is that in the middle price segments, where the price of the model plays a role, Samsung products will not look so attractive and will lose competition with similar solutions from other companies. But there is another not so obvious consequence, the life cycle of such models becomes minimal.

It is foolish to sell a model that is not optimal in terms of price / quality ratio for more than 6 months, its popularity will quickly fade. Let me remind you that any new product has a surge in sales in the first few months, and only then the market understands it, and it either sells steadily or collects dust on the shelves. To prevent this from happening to Android phones, Samsung is planning Men\'s Sneakers increase the speed of their update. Once every six months, similar models will appear, in which they will improve certain characteristics, but leave a comparable cost. At the same time, old devices will leave the market. Few companies can afford such a high rate of renewal, Samsung is one of them.

And here we come to another important conclusion - according to Samsung, the Android phone market in 2011 is turning into a mass market. That is, buyers of such solutions will focus not only on the technical characteristics of the devices, but also on the brand of the manufacturer. In the absence of Nokia, Samsung has a huge opportunity. This makes it possible to sell suboptimal phones.

One more touch to the market situation. If you have the impression that Samsung will always focus on the maximum profit in the middle price segment, then this is not so. The company expects to show dynamics, namely, to improve the price / quality ratio with each subsequent generation of devices (once every six months). This will keep the positive trend, the growth in sales of Android devices.

In terms of strategy, the company has the most balanced approach to the market of all the players in the Android segment, using both its weaknesses and strengths. From the point of view of consumers who understand the issue, Samsung models are positioned above the market, they are not the most affordable, they are not always optimal in terms of price / quality ratio.

Galaxy family - four updates

Remember that the Galaxy i550/i580 models came out without too much fanfare, they did not attract much attention. Samsung decided to furnish the appearance of four new devices of this family with more hype in order to attract attention to them and increase their sales. Based on the successful experience of the Samsung Galaxy S, we can say for sure that the new items will receive attention from the general public, as well as fairly moderate sales. These are niche models, in particular, the fact that in Russia each of the models will be available in only one retail chain speaks in favor of this. The limitation of the distributors' market always speaks of price fixing at a high level, its stability. But at the same time, the retail chain (or the operator in the case of European sales) guarantees to sell a certain volume. That is, we see that Samsung's strategy is effective in this case.

Technically novelties can be divided by hardware stuffing. The Galaxy Ace and Galaxy Gio models use HVGA screens (320x480 pixels), a processor with a frequency of 800 MHz. The Galaxy Fit and Galaxy mini devices have a 600 MHz processor and QVGA displays (240x320 pixels), but with a diagonal of more than 3 inches, which has not been seen on the market.

Surprisingly, QVGA resolution is not optimal for Android, it was practically not seen until recently (for example, the first Samsung model with this resolution was the Galaxy i550). In total, you can find about a dozen models with this screen resolution on the market. But their number is growing, for example, some of the most affordable models from ZTE come out with just such a screen resolution. In fact, we describe the lower price segment of Android phones with such models.

Samsung's Galaxy family has a number of common features - Wi-Fi b/g/n, the presence of 160 MB of internal memory, 3.5 mm jack on the case, FM radio, Swype, GPS (hardware everywhere), the presence of an integrated chip, responsible for music - DNSe, digital compass, software for editing office files ThinkFree, Android 2.2, a battery of 1200 mAh and above. Samsung has added a task manager to the standard delivery of devices, it is running by default, you can see what is loaded in memory, close both all and individual programs.

Below is a table with the characteristics for each of the devices, as well as their images. At the end of the material you will find a plate with delivery times, as well as prices for devices. You can read the first look at the Samsung Ace as well as the Galaxy Fit here.

Back to news »

Samsung Galaxy family: four novelties. Change of strategy in the Android phone market

The first question that I'm sure a lot of people might ask themselves. Why Samsung is announcing four smartphones at once before the Mobile World Congress in Barcelona, ​​which is a few weeks away. Logic suggests that at the exhibition you can show the entire line of devices and give a look at each of them. But the company decided for some reason to launch these models now. Why?

Another question creeps into your head when you get acquainted with the characteristics of new products. Of the four models of the Galaxy series, two pairs emerge, they are similar in hardware, but differ in design. You find out the prices and whistle in surprise. Expensive. Very expensive for each of the models. Each device has its own strengths compared to its competitors, but it is simply impossible to call them optimal in terms of price / quality ratio. The puzzle does not add up to the big picture, if you do not know that in 2011 Samsung is changing its strategy in the Android phone market, and this series of devices is the first sign. Let's figure out together what is happening and give answers to the questions posed.

Samsung's strategy for Android smartphones in 2011

In 2010, Samsung bet on Android, even sacrificing its own Bada in favor of Google's OS. In the coming years, priority will be given to Android, in which Samsung sees its future. According to the results of 2011, the company plans to sell 60 million smartphones, of which about 40 million will be for Android. Impressive figures, especially if you take into account the low start that the company has made. In 2009, it sold almost no Android, a year later it put 20 million smartphones on the market, of which only the Galaxy S sold about 10 million copies (taking into account various carrier versions). For a top model, the result is stunning, it is one of the company's most successful products, has the highest margin and generates significant profits for Samsung.

But in the segment of ordinary, affordable Android phones, the company did not have any significant success. In the middle of 2010 inexpensive Galaxy i550, Galaxy i580 come out. They have rather modest characteristics, against the background of competitors they are much more expensive. It is impossible to say that they repeat the success of the Galaxy S. Sales are moderate, the models are niche. On the other hand, the company is satisfied with their sales in terms of margin, profit.

And here we are faced with the first riddle. What is Samsung focusing on when it compares its plans for the Android phone market to the overall phone market? The answer is obvious, this segment of the market should bring maximum profit, we see this in all the actions of the company. A player that carefully measures its performance against competitors in other segments, seeking not only profit, but also market share, in the Android segment limits its sales, sacrificing them for the sake of profit. Why?

The answer is called Nokia. This brand is not present in the Android market. The market leader in unit terms has long lost it in terms of money. And for Samsung, there is a different task - to earn more in order to be able to invest in next-generation technologies. Moreover, Symbian, which leads the smartphone market, has not been perceived as an operating system for smartphones for a long time. The main sales come from products such as Nokia 5230, Nokia 5228. They are chosen by users as devices from Nokia - they have brand confidence, as well as devices with touch screens. In fact, a weak attempt to compete with the very successful and inexpensive touch phones from Korean companies. It was Samsung and LG who created the sensor boom in the mass market and were able to ride the wave, but Nokia missed it. And today Nokia is desperately dumping, sacrificing its profits in order to stay on the market of smartphones and conventional phones. At the same time, Samsung establishes parity in the market of touch phones, conventional models for calls, budget solutions. They win, and significantly, in terms of price / quality ratio, due to which the company's share is growing by leaps and bounds, and top managers boldly say that they will remove Nokia from the first place in three years. But in the smartphone market, there is no need to focus on Nokia, the company in this segment is nothing. You can ignore her.

And here we come to another aspect of the question. Low prices for Android phones, what will they give Samsung? The obvious answer is sales growth. And it can be measured in orders. But let's look at the issue more broadly. And what will Samsung lose? Most likely, the loss will occur in the segment of touch phones, which Samsung will lose their competitive advantages. Samsung's unique position is that as long as there is demand for regular touchscreen phones, the company can't put Android phones on a par with them. A very simple strategy emerges. Regular sensors are the cheapest, followed by Bada models, which are slightly more expensive, and Android phones are a little more expensive.

Therefore, Samsung is betting on flagship models, such as the Samsung Galaxy S. In this market segment, the company is able to get the maximum profit, but most importantly, there is no competition with its products. Another thing is the middle segment. HTC, Motorola, LG, a number of second-tier companies are present here, and each is trying to bite off its piece from the Android market. A price war ensues as each company attempts to boost its own sales by sacrificing profits. A clear example of such a strategy is LG, for example, LG Optimus One sold 1 million copies in 40 days due to its low price. We're talking about LG deliberately forgoing profits in order to gain market share. Is this a winning strategy or not?

In the short term, this strategy is focused on gaining market share. But can the company keep it? This issue requires separate consideration. It can, if there is no strong offer from other players. It should be noted here that Android sales in 2010 compared to 2009 increased by 1000 percent for all players. The pace of growth will slow down in 2011, but it will still be staggering. For example, the research company Canalys predicts that Android will grow faster than iOS, Blackberry in 2011. Everyone has pretty rosy ideas about this market segment. And this brings us to a very important point - the Android phone market will be undersupply in 2011, as a result, the price war strategy to gain maximum market share is meaningless.

So we found an explanation for Samsung's "illogical" actions. The company plans to increase sales of Android phones, but is not chasing market share. The company sees any increase in sales as positive. At the same time, they plan to get the maximum profit from each phone sold.

What does this mean for users? The obvious answer is that in the middle price segments, where the price of the model plays a role, Samsung products will not look so attractive and will lose competition with similar solutions from other companies. But there is another not so obvious consequence, the life cycle of such models becomes minimal.

It is foolish to sell a model that is not optimal in terms of price / quality ratio for more than 6 months, its popularity will quickly fade. Let me remind you that any new product has a surge in sales in the first few months, and only then the market understands it, and it either sells steadily or collects dust on the shelves. To prevent this from happening to Android phones, Samsung is planning Men\'s Sneakers to increase their update rate. Once every six months, similar models will appear, in which they will improve certain characteristics, but leave a comparable cost. At the same time, old devices will leave the market. Few companies can afford such a high rate of renewal, Samsung is one of them.

It is foolish to sell a model that is not optimal in terms of price / quality ratio for more than 6 months, its popularity will quickly fade. Let me remind you that any new product has a surge in sales in the first few months, and only then the market understands it, and it either sells steadily or collects dust on the shelves. To prevent this from happening with Android phones, Samsung is planning Men\'s Sneakers Men's Sneakers increase their update rate. Once every six months, similar models will appear, in which they will improve certain characteristics, but leave a comparable cost. At the same time, old devices will leave the market. Few companies can afford such a high rate of renewal, Samsung is one of them.

And here we come to another important conclusion - according to Samsung, the Android phone market in 2011 is turning into a mass market. That is, buyers of such solutions will focus not only on the technical characteristics of the devices, but also on the brand of the manufacturer. In the absence of Nokia, Samsung has a huge opportunity. This makes it possible to sell suboptimal phones.

One more touch to the market situation. If you have the impression that Samsung will always focus on the maximum profit in the middle price segment, then this is not so. The company expects to show dynamics, namely, to improve the price / quality ratio with each subsequent generation of devices (once every six months). This will keep the positive trend, the growth in sales of Android devices.

In terms of strategy, the company has the most balanced approach to the market of all the players in the Android segment, using both its weaknesses and strengths. From the point of view of consumers who understand the issue, Samsung models are positioned above the market, they are not the most affordable, they are not always optimal in terms of price / quality ratio.

Galaxy family - four updates

Remember that the Galaxy i550/i580 models came out without too much fanfare, they did not attract much attention. Samsung decided to furnish the appearance of four new devices of this family with more hype in order to attract attention to them and increase their sales. Based on the successful experience of the Samsung Galaxy S, we can say for sure that the new items will receive attention from the general public, as well as fairly moderate sales. These are niche models, in particular, the fact that in Russia each of the models will be available in only one retail chain speaks in favor of this. The limitation of the distributors' market always speaks of price fixing at a high level, its stability. But at the same time, the retail chain (or the operator in the case of European sales) guarantees to sell a certain volume. That is, we see that Samsung's strategy is effective in this case.

Technically novelties can be divided by hardware stuffing. The Galaxy Ace and Galaxy Gio models use HVGA screens (320x480 pixels), a processor with a frequency of 800 MHz. Galaxy Fit and Galaxy mini devices have a 600 MHz processor and QVGA displays (240x320 pixels), but with a diagonal of more than 3 inches, which is not seen on the market.

Surprisingly, QVGA resolution is not optimal for Android, it was practically not seen until recently (for example, the first Samsung model with this resolution was the Galaxy i550). In total, you can find about a dozen models with this screen resolution on the market. But their number is growing, for example, some of the most affordable models from ZTE come out with just such a screen resolution. In fact, we describe the lower price segment of Android phones with such models.

Samsung's Galaxy family has a number of common features - Wi-Fi b/g/n, the presence of 160 MB of internal memory, a 3.5 mm jack on the case, FM radio, Swype, GPS (hardware everywhere), the presence of a built-in chip, responsible for music - DNSe, digital compass, software for editing office files ThinkFree, Android 2.2, a battery of 1200 mAh and above. Samsung has added a task manager to the standard delivery of devices, it is running by default, you can see what is loaded in memory, close both all and individual programs.

Below is a table with the characteristics for each of the devices, as well as their images. At the end of the material you will find a plate with delivery times, as well as prices for devices. You can read the first look at the Samsung Ace as well as the Galaxy Fit here.