Uncovering Samsung's Revolutionary Plan to Attract a New Wave of Users

Analyzing Samsung's Latest Foldable Devices: Can They Attract More Users?

Following Samsung’s highly anticipated event showcasing its latest batch of foldable smartphones, analysts are examining the potential of these devices to attract more users. While there are improvements to the company’s Flip option, experts note the challenges in convincing consumers to upgrade, as the larger Fold model lacks obvious changes.

Samsung introduced the Galaxy Z Fold5 and the Galaxy Z Flip5 in South Korea today, emphasizing the larger screen on the front of the latter and the upgraded hinges and screens on both models.

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CCS Insight's chief analyst and CMO, Ben Wood, points out that the most significant upgrade across these devices is the "introduction of the Samsung Flex Hinge, which enables a zero-gap design that has become a common feature on rival products." Wood highlights the increasingly competitive nature of the foldable market.

"The landscape for foldable smartphones has become more intense, and Samsung needed to step up. The Galaxy Z Flip5 and Galaxy Z Fold5 offer iterative improvements over their predecessors," Wood explains, further praising the Flip5 as the "star of the show."

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The 3.4-inch cover screen on the Flip5 stands out as a significant upgrade compared to the 1.9-inch display on previous models, according to Wood.

However, analysts acknowledge that durability concerns related to the foldable form factor still remain a major consideration for consumers. They do, however, appreciate the addition of stronger screens and water resistance in the latest launches.

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PP Foresight analyst, Paolo Pescatore, agrees with the sentiment that the Flip device steals the spotlight in the foldable category, largely due to its external display.

"Samsung's latest foldable devices will have mixed success. The new Flip should perform better than the Fold as it will resonate with a wider range of consumers," Pescatore predicts.

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A Tough Sell

Pescatore adds, "The ongoing challenge is getting users to upgrade, especially when they perceive the improvements on the new models as incremental. This task becomes even more difficult when consumers are tightening their budgets."

In a social media post, Opensignal's VP of analysis, Ian Fogg, offers a firsthand assessment of the devices. He notes that the crease remains visible but is "less prominent.

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"All of the new products are impressive in-person. However, this year's designs appear evolutionary with a very similar appearance to previous models. This makes it harder for Samsung to communicate the numerous improvements to potential buyers," Fogg explains.

"Designs that are visibly different are easier to position as new and compelling, and they tend to sell better, especially in a challenging economic market," he adds.

Wood acknowledges that Samsung's investments in premium-tier foldable smartphones set them apart from their arch-rival, Apple. However, he also acknowledges that beating the iPhone remains a daunting task, despite Samsung's scale and breadth in consumer electronics.

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