In 2009, Samsung launched its first Galaxy smartphone, the GT-I7500. And since then, it has become the brand of all its smartphones, whether it is an entry-level model, or a folding smartphone for 2,000 euros. But 15 years later, Samsung would consider abandoning this brand. In any case, this is what Korean media relayed by the Sammobile site indicates. According to this rumor, Samsung is carrying out studies with a view to segmenting or even replacing the Galaxy brand for its smartphones.

For the moment, this is information that should be considered with extreme caution, given that it does not come from an official source. But, in essence, the idea behind this study would be to better position the manufacturer’s high-end models. Indeed, when we talk about iPhone, we immediately think of a high-end device. On the other hand, when we talk about the Galaxy brand, it can be an affordable device, a mid-range one, or a very high-end product, like folding smartphones.

Samsung’s new strategy could therefore be inspired by that of Hyundai, which preferred to use another brand, Genesis, for its luxury cars. This helps make it clear to consumers that the Genesis belongs to a completely different category from Hyundai brand models.

Segmentation, a strategy already used by competitors

It should also be noted that Samsung would not be the first player in the smartphone market to use a segmentation strategy to distinguish premium products from more affordable devices. Among the companies that use this strategy is Xiaomi. As a reminder, only high-end products from this company bear the Xiaomi brand (like the Xiaomi 14). More affordable devices, meanwhile, carry the Redmi brand. And the manufacturer has another brand, Poco, for certain smartphones focused on value for money or mobile gaming.

The fact that Samsung wants to emphasize the premium side of its most expensive models a little more would be logical in the current context. Indeed, we are witnessing what analysts call a “premiumization” of the smartphone market. In essence, more and more people prefer to buy a high-end device, with good features, that they can keep for longer.

  • Launched 15 years ago, Samsung’s Galaxy brand could face segmentation or even be discontinued, according to a new rumor
  • Studies are underway at the manufacturer and the idea would be to better position its high-end devices
  • Indeed, the Galaxy brand can just as easily refer to a low-cost product as to a folding smartphone that costs 2,000 euros

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