Samsung to try bringing cutting edge features to mid-range phones before flagships

By | 5th September 2018
Samsung logo packaging

In addition to teasing the impending debut of Samsung's foldable smartphone, Samsung Mobile CEO DJ Koh recently dropped a bit of info on his company's upcoming mobile strategy.

Koh plans to change how it approaches the mobile market in an effort to appeal to millennials. In an interview with CNBC, he explained that Samsung will look into bringing cutting edge features to its more affordable mid-range phones first. The first device that'll be part of this new strategy will launch later in 2018.

"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 said. "So we are very much focusing on millennials who cannot afford the flagship. But how can I deliver meaningful innovation to our millennials? That's the reason I'm trying to differentiate the mid-section."

Typically, flagship smartphones are the first to get exciting new mobile features, like portrait mode and dual rear camera setups, and then those features trickle down to the mid-range. Not everyone can afford those expensive flagships, though, and so Samsung is hoping to bring more attention to its mid-range models by giving them the new features first. What do you think of this strategy?