Samsung's brilliant strategy has pushed Korean consumers to turn to Galaxy Fold

As a manufacturer of high quality devices, Samsung must restore the prestige of its brand and consumer perception to persuade its customers to buy its Galaxy Fold smartphone after its first problems. The Galaxy Fold was launched for the first time in South Korea, where the first batch of pre-orders was quickly sold out.

It is the age of tumult and Samsung knows it very well. As a result, he strictly controlled the supply to increase the demand for his folding smartphone in South Korea. Local reports indicate that customers who were not able to pre-order the phone now pay 20% to 25% more simply to buy the Galaxy Fold from distributors. Scarcity is a tactic commonly used not only to increase sales but also to spark outcry around the product. Shoe manufacturers are best placed to adopt this strategy.

The Galaxy Fold is always mysterious. It does not look like any other smartphone on the market. Customers have not had the opportunity to physically connect to the device since Samsung revealed it earlier this year. Add to that scarcity even after launching the phone in South Korea, which explains the high demand for Galaxy Fold so far.

Since the pre-orders for the second batch of the phone are not yet open, some customers who managed to get one in the first batch are now reselling their units online. The Galaxy Fold officially costs the equivalent of 2012 USD in South Korea, but distributors get the equivalent of 2515 USD for the same device.

Samsung reportedly launched between 1,000 and 2,000 Galaxy Fold units in South Korea last week. The second pre-order payment is expected to be offered on September 18th and units will be shipped from September 26th. It will be interesting to know if Samsung will use the same strategy elsewhere.