Samsung’s endeavor to gain back market share in China involves the development of Galaxy AI features tailored specifically for Chinese consumers. Despite launching Galaxy AI with its S24 smartphone series this year, Samsung has struggled to compete with local players like Huawei in the Chinese market, where its smartphone market share is just under 1%. In an interview with CNBC, TM Roh, head of Samsung’s mobile business, emphasized the importance of focusing on the Chinese market for the tech giant’s AI capabilities.
To ensure the success of Galaxy AI in China, Samsung is looking to collaborate with local tech and internet companies. Roh hinted at potential partnerships with companies like Baidu, who integrated its Ernie chatbot into Samsung’s Galaxy S24 smartphones this year. Working alongside local companies is crucial due to the strict regulations surrounding AI technology in China and Beijing’s control over the internet landscape.
Despite Samsung’s efforts to introduce AI features to the Chinese market, competition remains fierce. Francisco Jeronimo, vice president for devices research at IDC, expressed skepticism about the impact of Galaxy AI on Samsung’s fortunes in China. He raised concerns about brand awareness and questioned the uniqueness of Samsung’s offerings compared to local competitors like Huawei, Xiaomi, and Honor. The challenge for Samsung lies in convincing Chinese consumers to choose their devices over established local brands.
Roh acknowledged the intense competition in China’s smartphone market, describing it as “more heated than anywhere else.” Samsung’s strategy in China revolves around introducing premium devices, expanding distribution channels, and enhancing retail sales. While the road ahead may be challenging, Roh remains optimistic about the progress being made. By focusing on creating products and features that cater to the needs and desires of Chinese consumers, Samsung aims to make a significant impact in the Chinese market.
Samsung’s development of Galaxy AI for the Chinese market reflects the company’s commitment to regaining its foothold in a highly competitive environment. Through strategic partnerships with local tech companies and a focus on meeting the evolving demands of Chinese consumers, Samsung is poised to make a meaningful impact in the world’s largest smartphone market. As the tech giant continues to refine its offerings and expand its presence in China, the future of Galaxy AI looks promising in driving Samsung’s success in this critical market.
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