Samsung confirms shift to the mid-range

Samsung Moves To Mid-Range Phones For Mobile Growth

Samsung has had its eyes on a foldable phone for many years now.

That's according to Samsung Mobile CEO DJ Koh, who told CNBC that it's "time to deliver" the much-anticipated foldable phone.

While Koh suggested that more details about the device would likely be revealed in November, coinciding with Samsung's developer conference, he did not indicate when the device would be unveiled. Koh said that his company doesn't just want this device to function like any other tablet when unfolded, but want to introduce applications and capabilities that will differentiate it from other smartphones.

The Galaxy X has been kept secret, but what we do know is that it is a foldable device that, when closed, will produce a smartphone that is thicker than a standard flagship like the iPhone X or Galaxy S9.

Samsung has always been rumoured to be working on a foldable smartphone, with the really smart money being on the device carrying the Galaxy X designation when it (eventually) drops.

Similar to the Journal report, the sides of the device can be folded inwards or outwards, to transform into a tablet.

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Smartphones have become a bit predictable in the past few years, leaving consumers craving something new to send them running to stores for an upgrade. Koh said consumer surveys carried out by his company showed there was a market for the product, but admitted that this was a central question in development.

"Every device, every feature, every innovation should have a meaningful message to our end customer".

Koh claims the first device to follow the strategy swap is the 2018 Samsung "Galaxy A".

Samsung's history with foldable phones has been well documented. Letting buyers sort out the truly useful new features from the gimmicks at a more affordable price point seems to make sense yet at the same time, it cannibalizes the high-end market as flagship buyers will have less of an incentive to buy expensive phones. "So when the end customer uses it, (they think) "wow, this is the reason Samsung made it".

Samsung wouldn't be the first company to release a folding phone.

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