Samsung changes approach for upcoming devices

The company plans to bring new features to mid-range devices before flagships

Samsung is reportedly changing its approach in terms of releasing new features for its smartphone division.

According to DJ Koh, head of Samsung’s mobile division who told CNBC,  that the South Korean giant aims to prioritize mid-range devices over flagship models in terms of adding new features.



“In the past, I brought 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 told CNBC.

The first phone to follow this new strategy will reportedly be this year's Galaxy A series phone and will be priced at $400. That is a modest estimate given the price range of the Galaxy  S9 and Note 9.

The Galaxy A series has included an 18:9 screen and dual front-facing cameras which put it right up with OnePlus.



“The changes are really just about focusing on millennials who cannot afford the flagship,” commented Koh when talking about how the company releases mid-range devices more often than flagship models.

Samsung’s mobile research and development organisation and product planning began earlier this year for the shift in strategy.