Prabhu RamKorean handset major is preparing a bigger plan to reclaim its lost crown from its Chinese rival Xiaomi by refreshing its multi-channel focused handset series, A series, which is expected to contribute $4 billion (over Rs28,000 crore) in sales by the end of 2019. The multi-channel series launch by Samsung follows the recent tightening of the FDI policy in e-commerce that kicked in on February 1.
Samsung‘s new A-series of smartphones will be targeted at ‘millennials’, and will see launches of multiple smartphones between Rs 10,000-Rs 50,000 price band with availability across offline channels and all major online platforms, including its own e-commerce site, helping the company drive volumes.
Prabhu Ram, head-industry intelligence group at market research firm CyberMedia Research said that Samsung has shown an aggressive and positive instinct in India this year to reclaim its lost leadership mantle. It aimed to strengthen its positioning in the entry and mid-level smartphone segment this year.
“With its recent M series, that was online focused, Samsung took the first steps towards consolidating its presence online catering to millennials. With the A series, Samsung would be looking to capitalize on its traditional strengths of offline retail channels,” he added.
