Samsung targets mid-market segment with Galaxy A series

Samsung Electronics Gulf is targeting consumers in the mid-market segment in the UAE, with the launch of the 2017 Galaxy A series smartphones.
The new series was unveiled at the newly opened Samsung Experience Store in Media City on Wednesday, and includes the 5.7-inch A7, 5.2-inch A5 and the 4.7-inch A3 smartphones, with refinements that deliver a beautiful design, powerful performance, and ultimate convenience.
As the UAE is a key market for Samsung, the brand recently opened the Samsung Experienced Store in Media City. The new store provides Samsung with an enhanced opportunity to improve customer satisfaction by providing an improved service for consumers from the surrounding areas of Dubai Media City. The store also features the latest range of wearables, audio visual and mobile products.
The Galaxy A will be available at all major retailers in the UAE starting at Dh1,149 for the Galaxy A3; Dh1,449 for the Galaxy A5; and Dh1,749 for the Galaxy A7. The phones are available in three stylish colors including Black Sky, Gold Sand and Blue Mist. For the first time on the Galaxy A series, the smartphone offers IP68 water and dust resistance, allowing it to withstand the elements, including rain, sweat, sand and dust, making the device suitable for nearly any activity or situation. In addition, the Galaxy A provides a larger memory, as well as expandable storage with microSD support up to 256GB.
"At Samsung we are committed to our customers, and continue on our innovation story to ensure that every Samsung product is the most advanced on the market," said Tarek Sabbagh, head of the IT & Mobile (IM) Division at Samsung Gulf Electronics. "The latest Galaxy A series is a testament to our unwavering commitment. We have incorporated our unique approach to the design with features that our customers have come to know and love through the Galaxy S7 and S7 edge. These added features ensure that Galaxy A 2017 users have a premium experience and added performance without compromising on style."
Speaking to Khaleej Times after the launch, Sabbagh said: "Our main focus is to regain consumer trust and confidence, and that is why our approach is through investing in research and development from the design stage to the production stage. At Samsung, we also focus on what innovation we can give to our customers. On average Samsung spends $12 billion on innovation, and this shows you our commitment in giving our customers what they want - that will always be our priority."
Sabbagh also revealed that there is a lot of untapped opportunity in the mobile market. "More and more, mobiles are becoming the main piece of technology that consumers are using in their everyday lives. Today, with the availability of affordable smartphones such as the new Samsung A series, this segment will create opportunities for the mobile segment and for operators."
He added: "We are very comfortable with where we are right now; 2016 was a good year, we had our ups and downs, but we ended up in a good way. We closed Q3 of 2016 with a market share of 44 per cent in the UAE mobile segment. When you look at the mid-market range, we had a market share of 55 per cent."
Asked what features will prove to be popular with consumers, he pointed to the enhanced camera. Sabbagh also revealed that the device had a 'food mode' that was especially designed for consumers that liked to take pictures of their meals and put them on social media. He predicted that the mode would prove popular with food bloggers in the region.
"When we designed the 16MP camera, we wanted to provide users with a camera that can take great quality pictures even at night. In addition, another feature that will be a strong selling point will be the extra storage that millennials are sure to appreciate. Two other features that are sure to be appreciated are the longer battery life and fast charging options," he added.
Speaking about the wearables segment and how it has grown in the UAE in recent months, Sabbagh revealed that the segment in the UAE had grown by 63 per cent in Q1 of 2016 over the same quarter in 2015. "This was even before the launch of the Samsung Gear S3. When we launched the S3 two months ago, we have recorded double the number of sales on a daily basis. Also, I would like to say that the Gear S3 is now compatible with iOS, so iPhone users with iOS 9.0 or above now have full compatibility. The service is available on the App store, and is part of our efforts to give Apple users the freedom to choose what they want."
- rohma@khaleejtimes.com
 

Users trying out the new Samsung A 2017 Series during its launch on Wednesday.