Samsung advances its launch to beat rival Apple

The Korean major has advanced two crucial launches ahead of Apple's iPhone 6S & 6S Plus in October

The rivalry between the top two smartphone giants, Samsung and Apple, captures the attention of industry experts and analysts every time the companies come up with new handsets in the premium segment. Apple had been considered to have an edge over its rival Samsung, which offers products in every price category. The leader in smartphones, Samsung, this year had worked on a strategy to beat the iPhone 6S and 6S Plus sales in India with new products, a stronger distribution channel and promotional strategy.

Hyun Chil Hong, president & CEO of Samsung India Electronics, has been crisscrossing the country to meet its retailers and distributors in tier-II and III towns, apart from metro cities. The company launched two premium handsets in the past one month before iPhone 6S and 6S Plus due in October. According to analysts, Samsung preponed the launches of Galaxy S6 Edge Plus and Galaxy Note5 to take advantage of pre-festive season sales.

However, Manu Sharma, director mobile, Samsung India, when speaking to Business Standard, played down the company's strategy of launching ahead of Apple, "We don't launch products based on what other companies are doing". But company executives have confirmed to Business Standard that Apple's big bang launch in October was not lost on Samsung.

According to the same official, out of the 150,000 retail outlets through which Samsung offers its products, the two new premium smartphones will be available from most of them.

"Our new phones will be sold through 2,155 exclusive brand stores, apart from most of the outlets that we are currently present in," he said.

"To nail the hype that Apple creates every time they launch a new iPhone, Samsung heightened its activities in distribution channel for past few months," said an executive from a rival smartphone company. Also, Samsung is offering Galaxy S6 Edge Plus and Note5 through all e-commerce sites, instead of having an exclusive online partner.

Faisal Khawoosa lead analyst, telecom at CyberMedia Research, said, "Since, Apple rides on its brand value more than solely on its product hardware, how much of these efforts will help Samsung eat up market share of iPhones in India, remains to be seen."

Samsung, after launching Galaxy S6 Edge Plus in India last month, has started a pre-booking scheme for its Note5 smartphone from Monday.

LAUNCH STRATEGY

• The Korean major has advanced two crucial launches ahead of Apple's iPhone 6S & 6S Plus in October
• This year, Samsung has worked on a strategy to beat iPhone 6S Plus sales in India, with new products, a stronger distribution channel and promotion strategy
• Samsung is offering Galaxy S6 Edge Plus and Note5 through all e-commerce sites, instead of having an exclusive online partner