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SAN FRANCISCO, Feb. 21 – Samsung Electronics Co. Ltd. unveiled yesterday a folding smartphone of US $ 2,000 (RMB 8,000) in an effort to overtake the technology of Apple Inc. and its Chinese rivals and revive the world of energy. consumer interest in the face of falling sales.
The Galaxy Fold will go on sale April 26 and will take advantage of the new 5G faster mobile networks. The device looks like a classic smartphone, but then opens as a book to reveal a screen the size of a small tablet to 18.5 cm (7.3 inches).
The device "responds to skeptics who said that everything that could be done had been done," said DJ Koh, general manager of Samsung Electronics, at an event in San Francisco. "We are here to prove them wrong."
Samsung remains the world's largest smartphone maker with nearly a fifth of global unit sales, but underperformed the down-and-out market last year. Its Chinese rival Huawei Technologies Co Ltd – whose series of Mate phones are also selling at great prices – has gained market share. Other Chinese manufacturers, like Xiaomi Corp., have also increased their prices, leaving Samsung to defend its territory against impending rivals, in addition to its long-time enemy, Apple.
With the foldable phone, Samsung goes on the offensive on two fronts in the race for smartphones: it offers an attractive new feature with its large tiltable display and the first 5G connection of a premium phone, a feature that the analysts do not wait. Apple to match until 2020.
Samsung is also making improvements to its flagship Galaxy S devices and plans to offer a 4G version of its foldable phone.
This also calls into question the cost concept of a phone, starting at almost twice the price of current high-end models from Apple and Samsung.
Patrick Moorhead, founder of Moor Insights & Strategy, said the new folding device could help Samsung stay on top and attract consumers to upgrade devices that looked a lot like five years ago.
"Samsung and Apple come and go" to lead the high-end smartphone market, said Moorhead. "I think it's an opportunity for Samsung to recover the crown of innovation."
And even if the starting price of US $ 1,980 is high, some Samsung fans have pledged to pay for it. Navneet Kumar Singh, an Indian Samsung enthusiast who went to San Francisco to attend the launch, is ready to place his order.
"The prices of the flagship models have been a little aggressive in India," he said. "But in the end, if you invest money, you will have a different experience."
Samsung has also introduced several accessories to compete with Apple, including a wireless headset called Galaxy Buds. Headphones include wireless charging, a feature that Apple has promised to incorporate into competing AirPods, but that has not been released yet.
Samsung also said that its new Galaxy phones would be able to wirelessly charge its headphones and its new smart watches by setting the accessories on the back of the phone.
10 times faster
In addition to the foldable phone, Samsung has also added new cameras and a 5G version to its series of Galaxy phones.
Verizon Communications Inc. will be the first operator to offer service for Samsung 5G phones. Networks should be 10 times faster than current networks, improving the visualization of live news and sports events.
With the 5G versions of its flagship products, the Korean electronics maker seems to have beaten its Chinese competitors in the 5G race, although the device only works on the small number of networks that will be launched later this year. Apple should not release a 5G smartphone before the end of 2020.
The new networks are not yet available in many places, but will be deployed this year and next year. Consumers who want to keep their phone for several years before upgrading might be tempted to buy a 5G phone now so that they can take advantage of these networks later, said Bob O'Donnell of TECHnalysis Research. Some buyers of Apple could thus turn to Samsung and other manufacturers of Android with 5G devices.
"People will think, can I use that in a year? In two years? Three years? He said.
Rival smartphone makers are expected to announce 5G models at Mobile World Congress, the largest annual event in the industry in Spain. Samsung has announced that its 5G phone will be available early in the summer.
The Galaxy 10 series should appeal to consumers reluctant to upgrade for incremental technological improvements.
All hard phones in the Galaxy series, with the exception of 5G, will be available from March 8th. The S10 + is offered from 1,000 USD, the S10 900 USD and the smallest S10e 750 USD.
The S10 of the main line compares with 999 USD for the Apple iPhone XS and 858 USD for the Mate 20 Pro from Huawei. – Reuters
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