Samsung's mobile division will try to change its strategy next year to focus more on product competitiveness and less on cost cutting. The company hopes to stay ahead of the curve with this drastic change in philosophy Applema secures its leading position.
The Korean tech giant held a management meeting with the DX (Device Experience) division and according to available messages Samsung Electronics Vice Chairman Han Jong-hee ordered this division to "thought of ways to make smartphones more competitive without getting carried away by cutting costs." And it's kind of ironic considering that the company recently downsized business expenses and all foreign trips of this division.
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Samsung wants to be a top OEM manufacturer, which means it has to effectively fight with Applem, and not imitate what competitors from China are doing, i.e. develop features that are supposed to look good only on paper, as well as year after year produce disposable phones with inconsistent design and useless feature set. All company departments should focus on strengthening competitiveness, and not spend so much time and resources on developing cost reduction strategies.
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Greater focus on user experience and competitiveness
One of the ways that Samsung's mobile division has achieved significant profitability since the mid-2010s has been through the development of a range of Galaxy A. But more than anything else, this strategy was created as a way for Samsung to compete with Chinese OEMs for market share. In 2023, Samsung should focus on trying to reach an imaginary peak, when it will develop truly competitive smartphones that will allow it to compete more successfully for the first place with the only truly important rival - Applem. So Samsung wants to focus its fight against Apple and care less about what its smaller rivals are doing.
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This strategy is apparently already reflected in the company's decision to use it for the entire range next year Galaxy Qualcomm's S23 chipset instead of splitting the market between Snapdragon and Exynos, which it was doing now probably precisely because of cost reduction. This will also allow the company's new team to develop a competitive proprietary chipset that can be launched for Samsung's flagship smartphones in 2025.
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If all goes as expected, they should be Galaxy S23, Galaxy From Flip5 and Galaxy Z Fold5 better than ever, although it could mean that the series Galaxy On the contrary, it will suffer somewhat. But that honestly wouldn't be a bad thing, given how cluttered Samsung's mid-range smartphone portfolio actually is right now.
How can 2023 be Samsung's fight against Apple? We already know that from the leaks Galaxy The S23 will pretty much just be a "renamed" S22, except for a few minor details. Unless Samsung surprised and put an improved photo system in the basic S23 series and worked on the battery, optimization. As far as I can see, the basic iP13/14 vs S22 (and probably also S23) unfortunately beats Samsung both in terms of photo/video quality and battery life. Which is quite a shame, especially when the S22 has better parameters on paper than iPhones...
btw: But still, I follow and root for Samsung and Pixel! I hope the time will come when I go back to Androidat….