In the face of an uncertain economic climate and an increasingly price-sensitive marketplace, it is becoming challenging to create a strong case for people to spend on a smartphone, let alone a flagship one.
Despite this outlook, Samsung is confident that the Galaxy S23 checks all the right boxes to appeal to the price and feature-conscious Malaysian market.
So critical is the Malaysian market to Samsung that its President and Head of Samsung Electronics Mobile Experience Business, TM Roh, made sure to schedule a visit to Kuala Lumpur to explain Samsung’s pitch in person.
Roh stated that the company is extremely optimistic about the success of the Galaxy S23 in Southeast Asia, especially in Malaysia. He elaborated that Samsung has a strong presence in the region, and the brand enjoys a loyal following.
Roh observed that Malaysian consumers are tech-savvy and are always on the lookout for the best in mobile technology, but at the same time, he understands that Malaysians know what a good deal looks like.
He is confident that the Galaxy S23 series will dominate the flagship smartphone market, even for the most value-conscious customers.
“After unveiling the Galaxy S23 series, we have received a very positive market response in this region. Compared to the Galaxy S22 series, demand for pre-orders has increased, and interest in the Galaxy S23 Ultra has exceeded expectations,” he said during a recent meeting with Malaysian media.
Despite the challenging market situation, demand for higher-specced Galaxy S23 variants is strong. Samsung is seeing more customers opt for versions with bigger storage capacities.
To further ensure strong brand confidence, Samsung said that they are putting as many resources as they can to support the adoption of the Galaxy S23 series. Roh said that the brand is doing all it can to ensure that the Galaxy S23 is a huge success in Malaysia.
However, while Samsung is bullish on the success of the Galaxy S23, the technology giant is not shielded from a decline in smartphone demand globally. The third quarter of 2022 saw global smartphone shipments decline 9.7% based on IDC data. According to the IDC, the drop marks the largest-ever third-quarter decline and the fifth consecutive quarter of decline for the smartphone market in the face of weakened global demand and economic uncertainties.
Despite this, Roh remains optimistic about the success of the Galaxy S23 in the region.
Beyond technology, Samsung has also been pushing sustainability as an integral design element of its products, and this is reflected in the Galaxy S23.
Samsung claims that the Galaxy S23 is its most sustainable device yet, featuring more recycled and recyclable materials than its previous smartphones.
According to Roh, the Galaxy S23 marks the beginning of Samsung’s push towards a more sustainable future, and the company is committed to incorporating sustainable practices into all its products and operations going forward. This focus on sustainability is expected to be a key differentiator for Samsung in a competitive market and should resonate with consumers who are increasingly looking for eco-friendly products.