Samsung Electronics held the’Galaxy Unpack 2021′ event in the early morning of the 15th and unveiled the’Galaxy S21′ series of smartphones. On this day, citizens who visit Samsung Electronics’ Delight Shop in Gangnam-gu are looking at the products. / Reporter Moon Ho-nam munonam@
[아시아경제 조슬기나 기자]”Isn’t it a price you can’t buy.” Jang Eun-young, in her 30s, who has been thinking about replacing a smartphone since last summer, ran to the’Sacred Site’ near the house as soon as pre-booking for Samsung Electronics’ new smartphone’Galaxy S21′ started last week. Jang, who is using the unlimited rate plan, said, “I came because I was given up to 500,000 won in public subsidies.”
It is led by Samsung Electronics and pushed by three mobile communication companies. This is the story of Galaxy S21, where Noh Tae-moon, head of Samsung Electronics’ wireless business division (President), “will lead the industry growth this year.” The first Samsung flagship phone was released for the 900,000 won range, lowering the ransom from the beginning, and the mobile operator also set out a publicly announced subsidy of up to 500,000 won to provide rear support. It is observed that it is possible to achieve 30 million units per year without difficulty.
Galaxy S21 on fire
According to related industries and stock prices on the 18th, when the launch time is more than one month ahead of the previous year, the unprecedented shipment price lowered by about 200,000 won, and the publicly announced subsidies for mobile operators, which are twice the amount of the previous product, the global shipments of the Galaxy S21 series this year are 15 compared to the previous product. It is estimated to increase by ~20%. Ko Eui-young, a researcher at Hi Investment & Securities, analyzed that “the sales volume is expected to be about 30 million units this year.” Cho Cheol-hee, a researcher at Korea Investment & Securities, also predicted that “shipments will increase due to the improvement of the smartphone industry and (competitive) Huawei’s sluggish effect.”
The atmosphere for advance reservation in Korea is not bad. Online communities such as Pompu and Kleeang have been certifying the Galaxy S21 pre-bookers since the 15th. Last weekend, a netizen who pre-purchased on a self-sufficient basis at an offline store said, “There were so many people that there were only three teams in the waiting team.” Another netizen said, “The Galaxy S21 will sell better than the previous one,” and said, “The price is more merit than anything else.”
In particular, there are observations that the Galaxy S21 will absorb a large amount of so-called’pent-up demand’, which was suppressed in the aftermath of the novel coronavirus infection (Corona 19) last year.
For Samsung Electronics, the success of the Galaxy S21 is also important. This is because the Galaxy series can solidify its position in the transition period from LTE to 5G. It is also an opportunity to close the gap with Apple in the 5G phone segment and take away Huawei’s share, which is being sanctioned by the US government. We cannot ignore the burden of washing the sluggishness of the previous work, which sold less than 30 million units.
President Roh expressed his strong confidence in the Galaxy S21 series in the Samsung Electronics newsroom the day before, saying, “In the preliminary process, we got a good response from mobile operators and partners for the new design, professional camera, seamless integration experience and performance.”
◆Mobile operators are also a marketing war
Mobile carriers also started to launch the Galaxy S21. On the 15th, the first day of advance reservation, the public announcement support fund announced by the mobile operator is up to 500,000 won. Considering that the publicly announced support for the previous work was around 240,000 won, it is unprecedented from the start. If you choose a 5G plan of 85,000 won or more per month, the actual purchase price of the Galaxy S21, which reflects the additional subsidy (15%), will drop to the early 400,000 won range.
In particular, after LG U+, which fired a flare, KT also raised the publicly announced subsidy to a maximum of 500,000 won in one day, and the competition for subsidies became even hotter. It is observed that SK Telecom, which has currently set the lowest public subsidy of 170,000 won among the three mobile carriers, can join the ranks sooner or later. The announced support fund is expected to be confirmed on the 22nd, when the opening of advance reservations begins.
The battle for securing 5G subscribers exists behind the background of the mobile operator, who heard the sound of’salty water subsidies’ until last year, set such high subsidies. It is explained that the repressed replacement demand will move to 5G this year. With Samsung Electronics, a manufacturer, engaged in full-scale marketing, the mobile operator has no choice but to focus on attracting 5G subscribers. In addition, it is interpreted as a countermeasure as the number of consumers who choose the’self-sufficient + affordable phone’ honey combination that does not go through mobile carriers is increasing, centering on young people who value cost performance.
Reporter Seul-Kina Jo [email protected]