Samsung says mid-range phones may get features before flagships

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Samsung Mobile could be changing the way it introduces new features to its different smartphone tiers.

This according to a recent report from CNBC, which sat down with Samsung Mobile head DJ Koh, who explained that the company are looking to get more of its devices into the hands of millennials.

In the past Samsung, and several other smartphone makers, have introduced their latest and greatest features in their flagship devices first, with them then filtering down to the mid-range and entry-level segments.

Koh wants to subvert this model, aiming to use the mid-range tier to bring new features to market.

“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 noted in the CNBC report.

Along with aiming to tap into the millennial market, Koh says the move is prompted by price, with younger consumers unable to afford the cost of a newly minted flagship phone.

As such devices like the Samsung Galaxy A6+ could become more frequent in coming years, with that smartphone featuring elements one would expect from a premium mid-range offering.

What this means for flagship phones though is unclear, especially given the fervour and fanfare that often surrounds their releases.

Could we soon be watching a Galaxy Unpacked live stream for a mid-range phone instead of a flagship one? That remains to be seen.

It’s also unclear when this new strategy will begin taking effect, but Koh does say that he’ll be changing Samsung Mobile’s approach this year.

As such we could only start seeing mid-range phones with flagship features from the South Korean company sometime next year or even in 2020.

Either way, for those more cost savvy consumers out there, this should be welcome news is Samsung Mobile and Koh follow through with their objective.

Robin-Leigh Chetty

Robin-Leigh Chetty

When he's not reviewing the latest smartphones, Robin-Leigh is writing about everything tech-related from IoT and smart cities, to 5G and cloud computing. He's also a keen photographer and dabbles in console games.