Devices will play key role in manufacturer’s recovery after difficult 2014 in mobile
Samsung labelled the Galaxy S6 and S6 edge smartphones as the most advanced in the world, raising the bar for the rest of the industry to reach.
The claims were made by Samsung CEO JK Shin (pictured) as he revealed the devices at the manufacturer’s ‘Unpacked’ event to more than 4,000 people at the Centre de Convencions International de Barcelona on the evening of March 1.
Both devices, follow-ups to the Galaxy S5 from 12 months ago, will go on sale on April 10 in 20 countries, with dozens more added in the week’s following. All major UK mobile operators will stock them, but details on pricing have yet to be announced.
Speaking at the event, Shin said: “These are the most advanced smartphones in the world with capabilities nobody else can match. They have the best display, fastest processor and best cameras under all lighting conditions.
“We’ll listen to our customers, and learn from our successes and mistakes. Some companies set themselves apart through design and others through practicality, but people want both. They want the best in-class smartphone with the best in-class design
“That is what we have set out to build and we have delivered from the ground up. Our goal was simple: to build the most beautiful smartphones
in Samsung’s history.”
Pressure over sales
Samsung has come under increasing pressure over the past year due to lower than expected sales of the Galaxy S5 in particular, with Samsung senior vice president Kim Hyun-joon proclaiming in October that sales of Samsung’s high end smartphones have been “somewhat weak” in Q3 following a 60 per cent drop in profits.
Mobile News also revealed in September that Samsung had been overtaken by Apple as the UK’s leading and biggest smartphone manufacturer, a lead that had extended to nearly 18 per cent by the end of Q4 2014, according to Kantar Worldpanel ComTech.
Samsung’s sales share had fallen 9.5 per cent year-on-year to 24.5 per cent but in contrast Apple’s had risen by half to 42.4 per cent off the back of strong sales of the iPhone 6 and 6 Plus, which were released on September 19,.
Globally, Samsung is just about clinging to its number one position. Preliminary figures from analyst IDC for Q4 revealed Samsung’s share had fallen 8.82 per cent year-on-year to 20.1 per cent, whereas Apple’s had risen by 2.42 per cent to 19.85 per cent. Shin is convinced that its rivals will take notice of the Galaxy S6 and S6 Edge and will be forced to follow, due to the “relentless innovation” that has gone into making them.
Raising bar for industry
Samsung telecommunications America chief strategy officer and head of sales Justin Denison followed Chin, adding the devices “set the performance bar for the entire industry to reach”, claiming the processor, screen, battery, camera quality and Samsung Pay surpasses anything else currently available.
For example, he said the use of a 64-bit architecture chip used in the products is a “world’s first” in a smartphone, and is 20 per cent faster than the chip used on the Galaxy Note 4.
Denison added the screens were also the best available, as they are Super AMOLED quad-HD and contain 577 pixels per inch – 77 per cent more than in the Galaxy S5.
Battery easy to charge
He also lauded the battery, which is the first to be built into Samsung’s handset, claiming it charges faster than any other in a mobile phone, taking just 10 minutes to provide enough power for up to four hours use. The inclusion of an F1.9 lens in the products lets in 60 per cent more light compared to the Galaxy S5, he added.
“The very Galaxy S6 and S6 edge set the performance bar for the entire industry to reach,” said Denison.
“It has a next-level processor, best all-round display, a powerful battery that now supports wireless charging, the fastest and brightest camera on the market and convenient mobile payments.
“Excellent design is critical and when it is matched with powerful performance, you get something very unique.”