Jakarta –
Middle class mobile competition in Indonesia is very tough. Samsung reveal strategies to win against various Chinese smartphones.
This was stated by the President and Head of MX Business at Samsung Electronics, TM Roh in a special interview with detikINET in Jakarta, Monday (4/7/2022). He said that the mid-range smartphone market segment is very important.
He realizes that there is fierce competition from Samsung against various smartphones made in China in Indonesia. But, Samsung is ready with a lot of ammunition.
“The middle segment, our principle is to provide competitive prices. We don’t only sell the device but also the best experience. That’s the most important thing,” said TM Roh.
For this reason, according to TM Roh, Samsung issued the Samsung Galaxy A Series and M Series to answer the middle-class smartphone market in Indonesia. He said Samsung took 10 years to understand consumers in Indonesia, from which Samsung products were developed to answer consumer needs.
“Galaxy A series is loved by millennials, therefore it is important to bring out the specifications and features that are liked by them,” said TM Roh.
Another strategy from Samsung is to provide flagship-style advantages to the Galaxy A Series such as a large camera and memory, including security features.
TM Roh said that Indonesia’s middle class smartphone market, which is dominated by young people, cannot be underestimated. They are potential consumers of flagship class smartphones in the future.
“I saw a lot of young people initially looking for the Galaxy A Series, but later they will move to the flagship. So we see that later there will be demand from the mid-range series to the flagship,” concluded TM Roh.
The latest data from IDC for the first quarter of 2022, Samsung controls 23.3% of the HP market share in Indonesia by shipping 2.1 million cellphones to the country. This makes Samsung again the king of mobile phones in Indonesia.
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(fay/rns)
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