Shulou(Shulou.com)11/24 Report--

Thank CTOnews.com netizens Lunliu for the clue delivery! CTOnews.com, December 16 (Xinhua)-- Samsung Electronics will significantly change its smartphone strategy from next year to "focus on maximizing the Galaxy customer experience," according to a number of South Korean media reports.

Samsung is trying to avoid a profit-oriented misunderstanding, can no longer focus on reducing costs, and focuses on enhancing the features customers want by optimizing high-performance smartphone chips. Analysts believe that this reflects Samsung management's intention to narrow the gap with Apple in the high-end smartphone market and restore consumer trust.

Samsung's device experience (DX) division, which oversees smartphones and home appliances, held a two-day global business strategy meeting on Thursday to develop a new smartphone strategy. At the meeting, Samsung executives said they would explore ways to improve the performance of their folding screen phones, commercialize new forms of phones such as scroll screens, and streamline their smartphone line.

At the DX (device experience) department management meeting, Han Jong-hee, vice president of Samsung Electronics, ordered that "all departments should consider how to enhance the competitiveness of smartphones without reducing prices (reducing costs)."reducing costs is something that newcomers like Chinese companies can easily do."

He stressed:

Don't cut costs any more

To make Samsung phones more competitive

Maximize the development of semiconductor chips

According to reports, Samsung Electronics smartphone strategy has been focused on reducing costs to "ensure profitability", such as Galaxy A series represented by low-end mobile phones, but with the rise of Chinese manufacturers such as Xiaomi, OPPO, vivo, Samsung Electronics this selling point has weakened.

At the high end of the market, Samsung is no match for Apple at all. According to market research firm Counterpoint Research, apple's share of the global market for high-end phones (more than $400) was 57% in the third quarter, compared with 19% for Samsung electronics, and it is expected that Samsung electronics will cede the first market share of the entire smartphone market to apple (24.6% for apple and 20.2% for Samsung electronics) in the fourth quarter of this year.

Under the circumstances, Vice President Han Zhongxi ordered thinking about how the brand could enhance its product competitiveness, which was also reflected in Samsung Electronics's organizational restructuring and routine personnel changes earlier this month.

Last year, Samsung renamed its mobile business to Mobile eXperience (MX) to focus on user experience, focusing on high-end, high-performance phones. "Samsung hopes to regain consumer confidence by narrowing the gap with Apple," Samsung executives said.

CTOnews.com learned that the MX (Mobile Experience) department responsible for smartphones established a new AP (Application processor) solution Development Group through organizational restructuring on the 9th. In order to strengthen the investment in mobile phone chips, in an attempt to prevent Apple from constantly gaining ground in the high-end market.

In this reorganization, Cui Yuanjun, former head of the development department of MX, was appointed as the head of AP solutions. Cui Yuanjun is a senior semiconductor expert who worked for companies such as Qualcomm before joining Samsung Electronics in 2017.

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