[Editorial] Welcome Galaxy A; Samsung’s New Series of Smartphones to Fit Every Individual Lifestyle, Need and Passion

on July 1, 2019 by DJ Koh
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At Samsung, consumers are at the heart of everything we do. That’s why, last September, I announced a shift in our mobile strategy. We saw a whole new generation of people using smartphones at a younger age and embracing new innovations sooner. To capture their hearts and minds, we needed to rethink our device offerings to better meet their unique lifestyles, needs and passions.


This generation, also known as Generation Z will account for 40% of mobile device demand in the next decade. Priding themselves on spontaneity and creativity, these digital natives don’t just shoot stills, they create music videos. They’re adding filters and experimenting with AR effects. They’re conversing through Gifs & stickers and sharing their life story through videos across multiple social platforms.


I’m learning a lot from them. One thing is for certain. We see a movement from the ‘era of the selfie’ to the ‘era of live’. ‘Live’ is driving mobile video growth at an unprecedented pace, for example, live video consumption is expected to increase by 870%, making up 78% of total mobile data traffic by 2021.1


This new generation is buying a mobile device to share, chat and watch content: 92% to do so through social media channels, 86% to use chat and instant message and 85% to view and share videos.2


But ‘live’ can only thrive if device technologies empower people to interaction through spontaneous, collaborative, and genuine connections. This requires a change.


I am proud to share that less than a year after announcing our renewed strategy, we are introducing the rebirth of the Galaxy A – a diverse range of smartphones built for the new era of communication, we call the ‘Era of Live’. This upgraded portfolio features improvements to the everyday essentials, offers the latest technologies, and ultimately provides an option for everyone, whether first-time mobile users or value-seekers looking for great features at an affordable price.


At Samsung, we are inspired by the energy and inventiveness of this new generation. We’re excited to be able to deliver the best screen, the best camera and the best battery in the segment so users can maximize the potential of live communication.


Galaxy A sits within the Galaxy ecosystem so people can extend their mobile experiences seamlessly and effortlessly. One UI enables users to have the same experience with the other Samsung flagship devices. Defense-grade Samsung Knox helps Galaxy A users stay safe and secure. Not compromising performance and experience, the brand-new Galaxy A portfolio is comprised of a wide-range of devices with different specifications and price points, ensuring that everyone can find an optimal device that helps them fulfill their goals.


But our efforts won’t stop here, our vision is to be the innovator of new mobile experiences that flow with us seamlessly and continuously wherever we go. By harnessing the power of 5G and AI, we will pioneer a new generation of immersive, personal and intelligent experiences. Experiences that reach across every device, platform and brand.


The Galaxy A is an exciting milestone along this important journey. And we can’t wait to see what users do with these new devices.


1 BI Intelligence Calculations 2017. Cisco VNI Global Mobile Data Traffic Forecast 2016-2021.

2 Global Web Index Devices 2018 H2 Report, 16-50

by DJ Koh

President and CEO, IT & Mobile Communications Division, Samsung Electronics

Insights > Editorials

Products > Mobile

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