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'Commoditizing fast-growing segments can hamper smartphone growth’

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'Commoditizing fast-growing segments can hamper smartphone growth’

Samsung India's senior VP, Raju Pullan, believes that the key to boosting smartphone sales is to provide unique and value-added experiences for buyers, particularly in the mid-segment device category. Samsung aims to target non-urban markets and enhance the value of smartphones priced below ₹50,000. Pullan suggests that commoditizing smartphone features and experiences may hinder growth, and instead, offering additional value through differentiated smartphone experiences can drive faster adoption. Samsung has already secured the top spot in the Indian smartphone market by volumes, with an 18% market share. The company is focusing on higher-priced products and introducing physical experience points across stores to boost sales.

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