Samsung confirms shift to the mid-range

Samsung Moves To Mid-Range Phones For Mobile Growth

Samsung Moves To Mid-Range Phones For Mobile Growth

Samsung in 2011 revealed plans to make a folding phone in its keynote address; as recently as a year ago, it showed a folding phone prototype to some members of the media.

The outfit's CEO DJ Koh Samsung Electronics plans to overhaul its smartphone strategy at the mid-range price point to appeal more to millennials. Implementing a depth-sensing system into its new flagships would allow Samsung to deliver faster and more accurate (i.e. secure) facial recognition and improve the polarizing AR Emoji functionality of its current high-end product family. "But when you need to browse or see something, then you may need to unfold it", said Koh. Koh also said that the company could start to release mid-range handsets a couple of times a year. He said the "complicated" development process is "nearly concluded".

Quite a few of Samsung's smartphones come with dual cameras at the back (including the recently-launched Galaxy Note 9), and some even have two shooters at the front. For example, it has released the results of several consumer surveys that suggest that there is consumer appetite for one. Is this the Galaxy F, Samsung's first foldable display smartphone that we've been hearing about for quite some time now?

'Every device, every feature, every innovation should have a meaningful message to our end customer, ' Koh told CNBC.




While Koh did not reveal the name of the device, he did share a lot of details about the foldable form factor. Samsung understands that if the device just functions like any other tablet on the market when it's unfolded, users will not develop a strong reason to purchase it. When unfolded, the device will offer a different experience than a tablet.

The document shows a narrow Samsung device with a screen that bends and folds like an old-school flip phone handset, with a large hinge.

While Koh didn't go into specifics about the device, he did boast that it would wow consumers and that anyone who uses the device will immediately understand why Samsung made it.

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