Samsung Will Launch An Online-Exclusive Line Of Smartphones In India
Samsung will soon launch a line of budget smartphones specifically for the online consumers. This new lineup will directly compete with Xiaomi and its dominant lineup in the sub-15K category. Samsung’s new smartphones will also enter the Rs. 5000-Rs. 15000 price bracket.
According to IDC, Samsung and Xiaomi were the top two smartphone brands in India for the first time in Q3, 2017. The companies had a market share of 23.5% each, earning them the top spot in the Indian market with over 9.2 million smartphones. However, the top three smartphones sold during the July-September quarter were by Xiaomi. The majority of these sales happened through online channels and that is what Samsung intends to target with these new smartphones.
At this point in time, Samsung online-exclusive line of smartphones is its On series while the recently launched Samsung Galaxy A8+ is also an Amazon-exclusive for now. According to Counterpoint Technology Market Research, a Hong Kong-based research firm, Xiaomi’s rise in India is due to the absence of competition in the online space. According to the MD of Xiaomi India, the brand has almost 50% share of online smartphone sales in India.
A Samsung Executive has said:
Samsung wants to extend its lead with Xiaomi which is possible by expanding e-commerce sales while consolidating its presence in offline channels. It will ensure that the 1.5 lakh brick-and-mortar stores selling its handsets are not neglected since Samsung knows it will take time for Xiaomi to build such a vast offline network.
What smartphones Samsung will launch at this price category is yet to be seen but, they will have to have extremely solid specifications to deter Xiaomi’s top-selling devices in the price category. Furthermore, Xiaomi will soon launch the Redmi Note 5 in India, which will succeed the highly popular Redmi Note 4 and will be priced at around Rs. 11,000.