As the Indian smartphone market witnessed a modest 8 per cent (Year-on-Year) growth in 2019, Samsung registered declining shipments among the top five brands. Chinese smartphone brands captured 72 per cent of the Indian market in 2019 compared to 60 per cent in 2018.
Samsung faced defeat as smartphones became more affordable with each passing year, and players like Xiaomi and Vivo captured the affordable to mid-premium segments, forcing the company to launch online exclusive M-series in the budget segment and revamping the ‘A’ series in the mid-segment, which have so far been successful attempts.
In 2020 Samsung is looking forward for its ‘Lite’ devices of its successful premium brands - along with taking positive strides in the 5G and foldable space. They expect smartphone revenues to rise on improved product mix with the launch of new flagship models and foldable devices.
In India, the company now seems to be back on its premium strategy, with launching ‘Lite’ version of S10 and Note10 Lite.
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