Confirming previous reports, Samsung Mobile boss, DJ Koh, claims the Korean giant is changing its mobile strategy from a flagship-focus to mid-range handsets.
Speaking to CNBC, Koh asserts future Samsung phones will debut new capabilities on mid-range handsets, rather than reserving features for flagship devices.
The transition claims to accommodate cash-strapped millennials.
“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 claims the first device to follow the strategy swap is the 2018 Samsung ‘Galaxy A’.
The news comes as the global smartphone market continues to constrict, specifically in the premium market.
Research claims a lack of innovation (and product differentiation) has failed to trigger replacement demand.
As previously reported, both Samsung and Apple have faced criticism for new product releases that closely mirror predecessing hardware – e.g. the Galaxy S8 vs Galaxy S9, and iPhone 7 versus iPhone 8.
Samsung has reportedly restructured its R&D mobile team to support the strategy shift.