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September 3, 2018 09:44 pm

Samsung Plans To Overhaul Its Smartphone Strategy at the Mid-range Price Point

Samsung Electronics plans to overhaul its smartphone strategy at the mid-range price point in order to appeal more to millennials, the company's mobile CEO has told CNBC. From the report: DJ Koh said the South Korean giant is changing its smartphone strategy for its mid-priced Galaxy A series of smartphones amid a slowdown in the handset market. Instead of introducing new technology into the flagship Galaxy S and Note series of devices, Koh said Samsung will look to bring in cutting-edge features to its cheaper models first. The first of these devices will come later this year. "In the past, I brought the new technology and differentiation to the flagship model and then moved to the mid-end. But I have changed my strategy from this year to bring technology and differentiation points starting from the mid-end," Koh told CNBC in an exclusive interview last week. The move comes amid a global smartphone slowdown with Samsung feeling a bit of the pressure. Sales in its mobile division fell 20 percent year-on-year in the second quarter of 2018 with the company attributing it to lower-than-expected sales of its high-end Galaxy S9 device.

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