Samsung confident in race against Apple

Samsung Electronics is confident that it will stay ahead of Apple in the competition for large-screen “phablet” smartphones.

A phablet, a combination of the words “phone” and “tablet,” refers to a smartphone with the functionality of a tablet computer and featuring a larger front screen.

“We have both the originality and leadership in the global market’s high-end segment for large-screened smartphones, though many other smartphone manufacturers including Apple are increasingly looking into this segment,” said Lee Young-hee, executive vice president of Samsung Electronics’ mobile business division, at a product briefing in Berlin, Wednesday.

“With our long-accumulated experience and know-how in related technologies such as multitasking control and digital pen-writing, I believe we can maintain our leadership.”

Apple is expected to unveil its new smart devices, including the larger-screened sequel to its smartphone iPhone 5s, in an event slated for Sept. 9.

Before the briefing, the electronics giant held an “unpacked” event in the city where IFA 2014, Europe’s most influential tech fair, is scheduled to begin on Sept. 5, and showcased the company’s new smartphones, the Galaxy Note 4 and the Galaxy Note Edge, as well as other wearable smart devices including its new smartwatch, the Gear S, and a virtual-reality (VR) head-mounted display called the Gear VR.

With the Galaxy Note 4, Samsung Electronics emphasized functions that make everyday life more convenient.

“Aside from its beautiful 2.5-dimensional curved glass design and the 5.7-inch quad high-definition Super AMOLED screen, we have improved functions like multitasking, pen-writing, screen capture, voice recording and fast battery charging. This is because we understand our customers think these basic operations are as important as the fancy and unprecedented technologies that we have shown so far,” Lee said.


She said that since 2011, the company had created a new culture of large smartphones with its Galaxy Note series.

“When the first Galaxy Note was announced, many said it would be a reckless challenge. But now, the word phablet, first used to refer to our Galaxy Note, is widely used around the world,” she said.

Lee continued that the company’s unorthodox products like the Galaxy Note Edge, Gear S and Gear VR should be seen as more of Samsung’s challenges in innovation.

“With these gadgets, we hope to create a culture of smart devices on a different level than simply raising sales volume and market share. We will estimate how many are willing to pay more for such innovations,” she said. “That’s why we try to target specific regions and age brackets for these products. I would say our smartwatch is not just a watch. It’s more about market leadership than sales itself.”

She added that the company planned to release the Galaxy Note Edge and the Gear VR only in specific markets, though they had not decided where. The prices of the Galaxy Note 4 and the Galaxy Note Edge have not been disclosed yet, though Lee hinted the latter would be more expensive than the former.

Ian Fogg, head of mobile analysis at U.S.-based market research agency IHS Technology, noted the Galaxy Note Edge delivers practical benefits with its curved screen.

“It is a more striking device which is visibly more differentiated from other smartphone markers' devices because of its curved screen,” Fogg said. “But to maximize the differentiation, the company will need third-party app developers to support the edge display.”

-koreatimes