“Fold 2·Z flip can be used up to 100 days and refundable” Samsung US launches foldable

[아시아경제 조슬기나 기자] Samsung Electronics is launching an unprecedented marketing campaign that allows users to use the foldable smartphones’Galaxy Fold 2’and’Galaxy Z Flip 5G’ for up to 100 days in the US market and refund without reason. It is interpreted as a strategy to accelerate the so-called’foldable popularization’ period by allowing more consumers to experience the’folding phone’.

The US subsidiary of Samsung Electronics announced on its official website on the 24th (local time) that it will carry out the’Buy and Try’ promotion with this content until April 1st.

Target smartphones are the Galaxy Fold 2 and Galaxy Z Flip 5G, which were released in the second half of last year. Consumers who purchase through this promotion can use their smartphone for a refund at any time within 100 days. Considering that the refund period is usually less than two weeks, it is evaluated as unconventional. The promotional price is $1199 for Z-flip 5G and $1999 for Fold 2, which is lower than the factory price, but it is more expensive than the lowest price with a discount on the site. Instead, the US subsidiary of Samsung Electronics pays up to $500 in trade-in credit and $200 in accessory credit.

This promotion is interpreted as a strategy to attract customers who still hesitate to purchase foldable phones because Samsung Electronics is relatively expensive before strengthening its foldable phone lineup. Rather than slightly lowering the actual purchase price through subsidy and discount competition, it was judged that it was important to experience a new form factor, foldable phone. It is in line with the strategy of’popularizing foldable phones in 2021′ announced by Noh Tae-moon, head of Samsung Electronics’ wireless business division at the beginning of the year.

Foldable phones are showing growth every year. According to counterpoint research, a market research firm, it was estimated that last year’s global foldable phone shipments will reach 2.8 million units. In particular, Samsung Electronics accounts for 73% of the total shipments and is positioned as a leader in foldable phones. This year, more than three foldable new products, such as the follow-up model of the Galaxy Z Flip and the Galaxy Z Fold 3, are expected to launch in the summer. In the industry, the global foldable phone market is expected to grow to 5.6 million units this year and 17 million units next year.

Reporter Seul-Kina Jo [email protected]

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