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Samsung will maintain its R&D and manufacturing investments in India: TM Roh, CEO of the worldwide smartphone industry

Global smartphone major Samsung will continue its investments towards its India research and development centres along with its manufacturing facilities to further increase competitiveness in the market, its global boss for smartphone business said.

“…we have R&D in the centre here. So for the new innovation, we will continue our investment in this area critical…we will continue our investment to bring optimization through smart factories to the Noida facilities. We will continue our investment there…It will bring competitiveness in the production,” said TM Roh, President and Head of Mobile eXperience Business at Samsung Electronics.

The top executive said that Samsung is looking at India as a smartphone manufacturing hub for export to other countries and is working with local partners to be competitive.

“Samsung India for a long time has been focusing on the make for India and make in India trend and we are not only focusing on the domestic meeting the domestic needs, but also use India as a hub for export. From Noida production facilities, Samsung India is exporting to many countries across the world and it will continue to do so,” he added.

Roh said that Samsung will continue to work with local partners for technological collaboration. “Even in the case of our OLED display manufacturing, we’ve been closely working with the local vendors.”

Talking about the inflationary-related challenges in India, the executive said that the more the economic condition is down the more the customers go for reliable products to use for a longer time. “…in these economically challenging times, the global trend as well as the India trend is to purchase the mid segment or flagship segment of phones to use for a longer period of time.”

He added that Samsung is ensuring durability and four years of Android OS updates along with 5 years of security updates to help people keep their devices for a long time.

The executive believes that the Indian market is shifting from feature phones to smartphones, and within smartphones, they are shifting from entry-level to mid and the premium segment. “The transition is rapidly happening. Customers are very quick to adopt the new technology and they see more opportunities with smartphones. India customers use maximum data consumption so that requires the use of smartphones so that transition will take place quickly.’

Samsung is focusing on local requirements of Indian customers with the help of its M and F series. “These series are purely India centric to meet the needs of the Indian customers. With these series, we have a lot of local focus on local services as well.”

The company is also focusing on the premium smartphone segment in India. Roh said that the demand for premium smartphones with a price tag of over $400 is rising quickly in India as the 5G network expands.

“We are continuing our efforts to bring the premium features in collaboration with many strategic partners such as Google. We understand the Indian market and Indian customers better than any other companies. Our strategy to increase premium market share in India with the help of our understanding of Indian customers. We want to focus on services and content creation experience and bring features to enable that,” he said

“The 5G smartphone market is expected to grow by over 60% in 2023. The premium smartphone market is projected to grow by more than 30%,” he further added.

The company is also planning to bring a self-repair program for smartphones to India, having already introduced it in markets like the US and Korea. With this program, users can easily perform repairs, including fixing the cracked back glass, phone screen and charging ports on Samsung devices.



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